At a time when artificial intelligence (AI) is advancing at a dizzying pace, a key question arises: who should set the rules for the ethical use of artificial intelligence in communication? The answer, now more than ever, lies with communication and public relations agencies. Not only because we are experts in managing brand messages and reputations, but also because we are in direct contact with companies, their audiences, and the media.
For over three decades, at LF Channel we have been supporting companies in the technology sector in developing their communication strategies. We have first-hand knowledge of the impact of innovation and digital transformation, and we have witnessed the evolution of tools, channels, and audiences. Today, with the unstoppable rise of artificial intelligence, we believe it is time to reflect and assume the leading role that agencies must play at this key moment in time.
As an agency specialized in communication for technology companies, we understand both the potential and the risks of AI applied to communication. That is why we firmly believe that the ethical use of artificial intelligence in should be led by agencies. Not only because of our technical capabilities, but also because we have a duty to protect the consistency, credibility, and accountability of brands.
Why is now a crucial moment to talk about the ethical use of artificial intelligence?
We are in a stage of accelerated adoption of AI-based solutions. The use of text generation tools, predictive analytics, image and video editing, chatbots, and automated monitoring systems are being rapidly integrated into communication and marketing departments.
This boom generates undeniable opportunities: greater efficiency, message personalization, time savings, and resource optimization. But it also involves risks that cannot be ignored, such as:
- Unintentional misinformation through content generated without human verification
- Lack of transparency regarding the origin and authorship of messages
- Reproduction of algorithmic biases that can damage brand image
- Disconnection from the audience due to loss of authenticity or contextual sensitivity
AI is not the enemy. But using artificial intelligence in communication without ethical principles is like building a building without foundations. The decisions we make now will determine the trust that society places in brands and their messages.
What role should communication and public relations agencies play?
Agencies are in a privileged and strategic position. We understand the needs of brands, we are experts in communication tools, and we manage the relationship between organizations and their audiences.
In this context, at LF Channel, we believe our role—as well as that of other agencies—should focus on three key areas of action:
To educate our customers about the potential (and limitations) of artificial intelligence
It is not enough to implement trendy tools. As agencies, we must help our clients understand:
- What AI is truly useful for: trend analysis, sector/competitor analysis, automation of repetitive tasks, among others.
- Where human criteria should be maintained: content validation, tone of message, crisis management, communication of values, or strategic decisions.
The key lies in hybrid and conscious use, in which technology expands capabilities but never replaces human judgment.
Establish principles of transparency and truthfulness
One of the major challenges today is the lack of traceability in AI-generated content. Agencies must promote a culture that:
- Clearly report when content has been assisted or produced with AI tools
- Verify and validate messages before publishing
- Respect copyright, sources, and personal data
The value of communication lies in trust, and trust is created and maintained through transparency.
Promoting good sector practices
AI regulation is still under development, both at the European and national levels. In this regulatory vacuum, the private sector has the opportunity to make a difference. As a communications agency, we can:
- Actively participate in industry associations, such as Dircom (Association of Communication Executives) and ADC (Association of Communication Consultants), among others, to define shared ethical frameworks.
- Share cases of responsible use and generate informative content.
- Advise media outlets and journalists on the impact of AI use.
Being ethical leaders in AI also means positively influencing the ecosystem in which we operate.
How LF Channel helps integrate AI ethically into corporate communications
At LF Channel, we are already supporting our clients in this transition toward the responsible use of artificial intelligence. Some of our services in this area include:
- AI tool audits: we analyze their reliability, suitability for brand tone, and legal compliance.
- Training and awareness: for communication teams and spokespersons on the risks and opportunities of AI.
- Internal use protocols: with clear criteria for knowing when, how, and with what validation to apply generative AI tools.
- Strategic consulting: to integrate AI into long-term communication plans without losing the human touch
Leading the ethical use of AI: an opportunity to strengthen corporate reputation
Companies that take early, ethical action regarding the use of AI in communications send a powerful message to their audiences: “We care about trust. We care about our relationship with each and every one of them”.
And in a world oversaturated with content, that matters more than any innovation. As an agency, our commitment goes beyond execution: we are here to help brands navigate the future responsibly. Because in an environment where everyone can automate, what truly sets a brand apart is the courage to act with conscience.
At LF Channel, we can help you navigate an increasingly dynamic AI environment. Shall we connect?
