Ishola N. Ayodele, a strategic communication expert, emphasizes the transformative role of artificial intelligence (AI) in public relations in his recent analysis. As 2025 draws to a close, AI is deeply entrenched in communication strategies, with a reported 91 percent of organizations worldwide incorporating it into their practices, according to the Global Alliance for Public Relations and Communication Management. However, a mere 39.4 percent of these entities have established frameworks to govern responsible AI use, raising concerns about ethics and trust within the profession.
The urgency of this issue was highlighted in October 2023, when the International Public Relations Association (IPRA) introduced its Five AI and PR Guidelines. These guidelines focused less on technical details and more on ethical considerations, advocating for transparency in AI usage, protection of confidential information, and measures to combat misinformation. This move represented a significant shift towards embedding ethical considerations into AI applications in public relations.
Further momentum was gained in May 2025 at the Global Alliance’s Venice Symposium, where the Seven Responsible AI Guiding Principles were introduced. Co-signed by 24 member organizations, including Nigeria’s Nigerian Institute of Public Relations (NIPR), these principles set forth a roadmap for responsible governance of AI technologies in communication.
From an African perspective, the urgency of these principles resonates strongly. Ayodele argues that ethics must take precedence, asserting that AI should adhere to unwavering ethical standards aligned with global codes. He warns that AI systems reinforcing outdated biases can undermine trust in communication, particularly in regions where narratives are historically skewed. Communication professionals in Africa must prioritize integrity over the rapid pace of technological innovation.
The need for human oversight in AI governance remains a pressing issue. Ayodele insists that AI must be guided by human judgment, especially in areas such as privacy and disinformation. In contexts where data may be scarce, transparency must be paramount, akin to the accountability expected from community leaders. This approach advocates for a collective responsibility to ensure that technology respects cultural nuances and diverse stakeholder voices.
Accountability is also essential for communication practitioners, who must take ownership of AI-generated outputs. In environments where misinformation can provoke unrest, a vigilant and responsible approach is critical. Ayodele urges clear disclosure of AI’s role in communication strategies, likening this necessity to the griot’s commitment to truth in Africa’s oral traditions. As the threats of deepfakes and synthetic media grow, maintaining trust hinges on transparent communication.
Education and professional development are also crucial. With Africa’s young population at the forefront of innovation, structured upskilling initiatives combining global technologies with local wisdom are vital. Ayodele calls for an active presence in international forums to advocate for equitable AI governance, urging African communication professionals to shape global policies rather than merely adapt to them.
Finally, Ayodele emphasizes that AI should prioritize human well-being, particularly in addressing pressing issues such as unemployment and health inequities in Africa. This approach is rooted in the spirit of ubuntu, which emphasizes shared progress and sustainability. However, he warns that principles alone cannot drive change; they must be integrated into everyday practices.
Ayodele introduces his 3H Model, which he previously articulated in July 2025. This model encompasses three pillars: Head, Heart, and Hand. The “Head” represents the necessity of human intelligence guiding AI, ensuring that algorithms assist rather than decide. The “Heart” embodies the ethical considerations that should inform AI applications, emphasizing empathy and cultural sensitivity. Lastly, the “Hand” signifies the need for accountability in executing AI-driven strategies, advocating for co-creation rather than replacement of human judgment.
In conclusion, the future of public relations is not solely determined by algorithms but by professionals who understand that even the most sophisticated tools are only as wise as the humans managing them. The challenge lies in ensuring that AI serves as an extension of human intention rather than a substitute for human judgment. As Ayodele succinctly puts it, the profession must move beyond mere endorsement of ethical principles to their active implementation in daily workflows, transforming ethics into action.
For more insights on AI and public relations, visit the IPRA and the Global Alliance websites.
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