5 non-negotiable AI ethics rules for PR professionals in the Middle East
19 February 2026
AI is everywhere. The real question for PR teams isn't fear or hype - it's practice. How are we using it today without risking trust, data, or reputation?
The PRSA has published clear guidance on responsible AI use. While built on U.S. standards, these principles apply across MENA. Whether you're agency-side, in-house, nonprofit, or government, these rules aren't optional.
1) Transparency isn't optional
Always disclose when AI meaningfully influences your content, strategy, or client communications. If AI helps produce a press release, social copy, a crisis line, a report, images, video, or data analysis that informs messaging, your audiences deserve a clear note.
- Add visible disclosures to AI-generated visuals and media
- Include AI usage terms in client contracts and briefs
- Tell your team when AI informs hiring or performance reviews
- Publish an AI usage statement on your website - and disclose on each piece, not just once
Example disclosure: "Portions of this document were developed using generative AI tools to support research, ideation, and editing. All content was reviewed and finalised by the editors to ensure ethical alignment and professional accuracy."
Why it matters: Undisclosed AI use can collapse credibility overnight. Clear labeling shows you're strategic, not careless.
2) Guard client data like your reputation depends on it
Never paste PII, client IP, or confidential materials into public AI tools. That casual prompt with a client's draft strategy, crisis memo, or internal email can turn into a permanent risk.
- Audit every AI tool's data storage, retention, and training policies
- Use enterprise AI with admin controls, SSO, and data protections for sensitive work
- Train teams on what "sensitive" really covers (it's broader than you think)
- Review regional data laws and your clients' jurisdiction-specific requirements
Why it matters: PR teams handle launches, crises, financials, employee data, and executive communications. One leak can end a contract and invite legal action.
UAE Personal Data Protection Law (Federal Decree-Law No. 45 of 2021)
3) AI suggests, but humans decide
Use AI for speed: drafting, research, summarising, translations, and pattern spotting. Keep humans in charge of strategy, ethics, and sign-off. A "human gatekeeper" must approve everything public-facing.
- Where AI helps: brainstorms, first-draft press releases, social copy, coverage sentiment analysis, translations, media list suggestions
- Where humans lead: positioning, crisis and reputation decisions, stakeholder relationships, ethics, final approvals
Why it matters: Context, nuance, and empathy live with you, not the model. If it goes wrong, you're accountable - not the tool.
4) Beware of the bias bug
AI inherits bias from its training data - often overweighting Western, English-language sources and under-representing MENA voices. That shows up in tone, assumptions, and unfair outcomes.
- Stereotypes about cultures, communities, or markets
- Misreading regional values, norms, and communication styles
- Language that excludes Arabic speakers or distorts meaning
- Screening or ranking that disadvantages qualified regional candidates
- Campaigns that quietly reinforce harmful narratives
- Practical checks: run Arabic-English reviews, diversify sources, require local reviewer sign-off, and log/fix recurring bias issues
Why it matters: Cultural missteps lose audiences and damage brands - fast.
5) Build an internal AI governance framework
"We're testing AI" is not a policy. Document how your teams use it, train people on risks, and assign accountability. Treat AI like any high-stakes comms tool.
- Written AI policy: acceptable use, disclosure rules, and data protection
- Training for legal, ethical, and practical use - refreshed quarterly
- Contract clauses covering disclosure, tool use, and approvals
- Incident plan for AI misfires or data exposure
- Your policy should answer: Which tools are approved? What data is banned? When must you disclose AI use to clients and the public? Who reviews AI outputs before release?
Why it matters: Without governance, every person becomes a risk vector. One oversight can trigger penalties and reputational damage.
AI is changing PR, but it won't replace the human elements that make communication land: judgment, relationships, and context. Use AI to extend your team - and raise your standards, not lower them.
AI Learning Path for Public Relations Specialists
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