Artificial intelligence and ethical dilemmas in communication

Artificial intelligence and ethical dilemmas in communication are now a central focus on the agenda of organizations. The advancement of this technology generates both excitement and controversy. While it sparks interest and optimism in many areas, it also provokes deep debates and ethical concerns.

In particular, communication-related activities are among the most impacted by artificial intelligence. Therefore, without falling into techno-optimistic approaches that lack analysis, or reactive positions that deny its potential, it is essential to reflect on the ethical dilemmas it poses. At Oxean, as a global internal communication agency, we believe this is a key issue.

Impact of artificial intelligence on employment and communication

The growth of artificial intelligence seems unstoppable. Some estimates suggest that by the year 2030, the global AI market could grow more than sixfold.

Como impactara la IA en nuestros trabajos
Image source: https://www.grandviewresearch.com/

Global entities like the International Monetary Fund estimate that

nearly 40% of global employment is exposed to artificial intelligence. In other cases, it is estimated that 83 million jobs could be lost due to AI over the next five years.

Consequences that are very difficult to measure

Amid all this information, and in a highly complex global context, ethical debates emerge regarding the uses of artificial intelligence. Organizations face the challenge of incorporating this new technology while keeping people at the center.

Ethical dilemmas of artificial intelligence in organizations

Ethical dilemmas are progressing alongside artificial intelligence. According to an article on UNESCO’s website, the main ethical challenges include:

Lack of transparency in automated decisions:

Because its decisions are not always understandable to humans.

Lack of neutrality:

Algorithms may present errors, biases, or discrimination depending on the data used for training.

Privacy and misuse of personal data:

Collection of data without user consent.

 

These challenges raise global concerns. In the field of communication, additional questions arise such as:

Copyright and intellectual property in AI-generated content

    • Who is the author of an AI-generated creation?
    • Is it the user who conceived the idea or the platform that executed it?

This is an open debate that will undoubtedly continue.

Who does the work: us or AI?

When considering the challenges of artificial intelligence within the communication world, there are several dimensions to keep in mind.

Redefinition of the professional role

On one hand, we must consider the role of communication professionals. There is no doubt that AI can now generate text, images, videos, or music, displacing creative functions traditionally performed by humans. In fact, we now see advertisements by major brands produced using AI tools.

Agentes de Inteligencia Artificial

This puts communication professionals in a clearly complex position. It is evident that we are facing a deep transformation of companies and activities related to communication and media.

The human role remains key

However, there is something we must not lose sight of:

Artificial intelligence is a tool. Therefore, what truly matters is learning how to use it appropriately, from both an ethical and creative perspective. That responsibility will always lie with people.

Advantages of artificial intelligence in internal communication

Democratization of access

If there were no clear advantages, AI wouldn’t be advancing the way it is. Millions of users around the world have adopted it in their daily lives. We see it applied across all kinds of professions. Beyond the risks, the benefits are undeniable.
For example, entrepreneurs and small businesses without budgets for communication or advertising campaigns now have access to high-level tools.

talleres de inteligencia artificial

Historically, only large brands could invest in sophisticated productions. Today, AI brings those possibilities to new sectors, representing a very powerful advantage.

Strategic use in internal communication

Even in large organizations, internal communication departments face budgetary challenges. Unlike marketing, their resources are usually more limited. However, they still need to connect with their audiences and deliver effective messages. In this context, AI can be used strategically, adding value, generating interest, and improving message reach.

How do artificial intelligence and social media complement each other?

A new creative paradigm

Social media is a massive and accessible medium. Anyone can go viral, regardless of who they are. If we add the capacity of AI to generate visual or audiovisual content without limits, we find ourselves facing a completely new scenario.

The combination of AI and social media creates a powerful synergy. But it also presents a major challenge in a world overwhelmed with messages.

uso estratégico en comunicación interna

How can a message stand out?

There is no single answer. However, one thing is certain:

The role of communication professionals is key. Their ability to listen, analyze, and connect on a human level gives true value to ideas and messages.

We must not forget that we are speaking to people, and the key is to genuinely connect with them.

A time of historic change

We are living through a new era led by artificial intelligence. We face ethical dilemmas, professional transformations, remarkable benefits, and ever-evolving technologies. Our ways of communicating are changing, and constant challenges are emerging.

That’s why it’s vital to remember that ethics are inherent to the human being. It is what defines our relationship with the environment and with others. No technology should replace that dimension.

inteligencia artificial y dilemas éticos en la comunicación

Artificial intelligence and ethical dilemmas in communication

Artificial intelligence can generate content in seconds, but it should not take our place when it comes to considering the well-being of people and society.

If you're concerned about integrating artificial intelligence into your internal communication areas and the cultural impact it may have on your company, at Oxean we invite you to have a conversation and explore what strategy we can move forward with together.
Let’s schedule a meeting!

Frequently Asked Questions

It is essential to establish clear boundaries and have human criteria to guide its use. Additionally, each automated content should be reviewed to avoid bias or errors.

From lack of transparency to authorship attribution, ethical dilemmas in AI affect a company’s credibility. That’s why it’s vital to address them before implementation.

While it automates certain tasks, it also creates new opportunities. The key is to adapt, enhance human skills, and embrace change with a strategic vision.

It remains fundamental. Creativity, empathy, and ethical judgment cannot be automated—that’s where humans truly make the difference.

It’s advisable to review the usage policies of the tool being used. Also, verify whether the content or image was taken from protected sources.

No. While it can speed up processes, human judgment is always necessary to decide what’s right, especially on sensitive or controversial topics.

From automatic writers to visual assistants, many organizations use AI to produce newsletters, explanatory videos, or segment messages.

It depends on how it is used. When communication is honest and clarifies when AI is involved, it can actually build trust instead of weakening it.

Organizations like UNESCO and the OECD have published ethical principles that guide the development and application of AI with a human-centered, inclusive, and transparent approach.

Workshops that combine technology and ethics are helpful. Additionally, creating internal guidelines helps standardize best practices and prevent mistakes.

The key is to inform and support. Explaining the benefits, listening to concerns, and showing real examples make gradual adoption easier.