Artificial intelligence, a double-edged sword, promises unprecedented innovation but harbors the potential for devastating misuse. From the spread of disinformation and deepfakes to the erosion of privacy, the unchecked growth of AI casts a long shadow over our digital future. Recognizing this, President Biden recently issued an Executive Order on Safe, Secure, and Trustworthy Artificial Intelligence, emphasizing the need for safe and trustworthy AI. While the technology’s potential benefits are undeniable, communicators must understand all facets to mitigate risk and establish ethical guardrails that protect society — ensuring AI is a force for good.
How Our Experiment Raised Ethical AI Concerns
A recent experiment we conducted at Comprise exemplifies both the exciting possibilities and the challenges of AI. We fed the system headshots of our team members, asking it to generate full-body images. The results, while fascinating, were also — let’s say — unique. My portrait sprouted an extra hand to help hold a sign!
This experience underscored the importance of navigating the world of AI with caution. As AI becomes increasingly prevalent, concerns about its ethical use — and hallucinations — will only rise. From students facing accusations of plagiarism due to AI writing tools to the potential for malicious applications, the conversation around responsible AI development is urgent — and growing louder.
We believe in harnessing AI’s power for good. We are constantly exploring the potential of this transformative technology, but we do so with a deep commitment to ethical and responsible use. Simply put, it’s The Comprise Way®.
Comprise: Championing Ethical AI
That’s why we’ve adopted a clear and ethical approach to AI. We take inspiration from the PR Council’s Guidelines on Generative AI, and our policy is straightforward: We develop bespoke solutions for our clients. While we may utilize AI tools for initial brainstorming, we always craft the final product with human creativity and originality at its core.
AI tools can help generate diverse ideas and perspectives, break free from conventional thinking and explore innovative solutions. Utilizing a collaborative approach that harnesses the best of human creativity and machine power enhances our agency’s ability to develop truly exceptional campaigns and content. However, we recognize the human touch’s value in transforming raw ideas into compelling narratives that resonate with target audiences.
The Future of AI: A Call for Responsible Innovation
AI’s rapid evolution presents immense opportunities and significant challenges. While we’ve only scratched the surface of AI’s potential, the technology’s unprecedented advance presents seemingly endless possibilities — from an AI-powered, cloud-based software platform optimizing transportation and warehousing operations to a proprietary large language model accelerating low-energy nuclear reactor fusion research.
However, AI’s increasing sophistication highlights the need for responsible development and deployment. That’s why we’re proud to collaborate with Grasshopper, ISA and other companies building solutions responsibly. Our efforts help them mitigate fears about the technology and educate consumers on how it works to enhance their lives.
Elevate Your Communications with Comprise
The unpredictable nature of AI — as exemplified by our headshot experiment — underscores the importance of adopting an ethical use framework to help prevent unintended consequences and misuse as AI integrates deeper into our lives. Comprise offers unparalleled integrated communications solutions that drive results. We harness the power of AI ethically to enhance, not replace, human creativity and insight. Our team of experts collaborates closely with clients to develop innovative strategies tailored to your unique goals that deliver results without compromising integrity.
Ready to experience the Comprise difference? Contact us today to explore how our expertise can elevate your company’s communications.
