Abstract
In recent years, the use of artificial intelligence (AI) in digital media has grown significantly, particularly in content creation, automation, and decision-making. Simultaneously, concerns surrounding AI have intensified, particularly regarding generative AI, large language models, and the ethical, regulatory, and societal implications tied to their usage. The book “Artificial Intelligence, Strategic Communicators, and Activism” (published by Routledge in 2024) is a timely and important addition to discussions about AI's societal impact, written by communication scholars Lukasz Swiatek, Marina Vujnovic, Chris Galloway, and Dean Kruckeberg. This book offers valuable insights and practical approaches for future research and practice on how strategic communication can effectively address AI-related threats, while also contributing to the rapidly expanding body of public relations scholarship in the area of AI.
In this book, “strategic communication” refers to the deliberate planning and execution of communication by professionals (e.g., PR specialists, marketing executives, public affairs officers, brand communicators) to influence public perception and engage stakeholders. They are positioned at the intersection of AI, ethics, and public discourse. The authors propose that these professionals must move beyond being passive or uncritical users of AI and adopt a role as critical activists. This group is tasked with critically evaluating AI's societal impacts while employing communication strategies to promote healthier, more equitable relationships and communities amid rapid technological advancements. The book calls for proactive efforts to address issues such as discrimination, transparency, and accountability, emphasizing the essential role of trust and authenticity in communication practices.
One of the book's central contributions is to support communication professionals to confront the unintended consequences of AI. These include issues like data surveillance, algorithmic discrimination, and job displacement. AI systems can perpetuate bias, harm privacy, and reinforce inequality—especially in sectors like policing, healthcare, and education. The book advocates embedding ethics into every stage of AI's lifecycle, from development to deployment.
This book is structured around four key sections: (1) Advocating for AI-driven threats; (2) Transition from advocates to activists; (3) Theoretical and practical support to activism; and (4) Moving beyond reactive ethics. The book takes readers through a progression from the current state of AI endorsement in the communication industry to what the authors argue is an urgently needed ethical and activist shift. In Chapter 2, “Advocating for AI-driven threats”, the authors critically examine how strategic communicators have, knowingly or unknowingly, supported problematic AI applications. This support manifests through the promotion of AI technologies, the management of reputational risks for tech companies, and a widespread failure to interrogate the ethical implications of data use and automation in AI. The chapter argues that such tacit endorsement legitimizes harmful practices, especially when AI is presented as a neutral or benevolent innovation. When adopting an uncritical stance, communicators risk condoning technologies that contribute to serious societal harms, including safety risks, algorithmic discrimination, privacy breaches, labor exploitation, and the erosion of human relationships and community bonds. The chapter ultimately positions communication professionals as key actors who must shift from passive endorsement to actively and critically engaging with how AI affects society.
In the chapter “From Advocates to Activists,” the authors argue for a normative shift among strategic communicators—from passive supporters to active critics and ethical advocates of AI. They highlight increasing awareness within the profession regarding ethical dilemmas and transparency challenges posed by AI. Key mechanisms proposed for this activist transition include public advocacy, whistleblowing, ethical leadership, and leveraging communication strategically for resistance. Crucially, the authors emphasize that effective AI activism does not require extensive technological expertise, but rather a critical understanding of AI's broader societal implications and a commitment to promoting transparency and ethical governance within organizations. Therefore, authors in this chapter highlight that strategic communicators must awaken and shift from being passive recipients of AI technologies to socially responsible activists who actively engage in shaping an ethically governed AI future.
Chapter 4 “Theory and practice to support activism” provides frameworks and practical tools to support communication professionals in their shift toward activism. They argue that strategic communicators are particularly well-suited to counter AI-related threats due to their strengths in relationship-building, ethical reasoning, and the ability to translate complex technical information into clear and easy-to-understand messages. Additionally, the chapter highlights the dynamic nature of the communication profession, emphasizing that communicators must continually adapt to evolving social, political, economic, and cultural contexts. Critical theoretical concepts, such as authenticity, transparency, and trust are outlined as essential tools communicators must utilize in addressing ethical dilemmas posed by AI. Ultimately, the authors stress that activism is increasingly integral to public relations practice, especially within a broader societal shift toward social responsibility and ethical accountability.
In Chapter 5, “Beyond reactive ethics” section, the authors advocate for a proactive approach to ethical engagement among strategic communicators. Rather than responding to AI-related harms after they emerge, strategic communicators must actively anticipate ethical issues, define organizational principles, and shape public understanding. The chapter highlights the unpredictable nature of AI ethics, emphasizing that ethical clarity is rarely absolute and often requires ongoing dialogue. It critiques the common tendency of digital ethics to be applied retrospectively, which is often added after technological deployment rather than integrated from the outset. Essential concepts like truth, incomplete truth, lying, transparency, pseudo-transparency, authenticity, and trust are discussed extensively, underscoring how AI-generated biases and misinformation can damage social bonds, create divisions, and erode community cohesion. The chapter argues forcefully that proactive ethics and strategic collaboration are vital for protecting the fundamental human relationships and communities threatened by AI's unforeseen and often negative consequences.
The authors claim that communicators may inadvertently perpetuate societal harms such as algorithmic bias, unchecked surveillance, and a lack of accountability in AI development by uncritically promoting AI. AI's growing influence shaping public opinion, spreading misinformation, and exacerbating global crises necessitates a fundamental rethinking of communicators’ responsibilities. Therefore, communication professionals need to adopt a forward-thinking, proactive stance on AI ethics. Rather than reacting to ethical breaches and social harms after they occur, communication practitioners should integrate ethical considerations into every phase of AI's lifecycle: research, development, implementation, and public engagement. This perspective underscores a fundamental shift from a reactive model (“repair damage once done”) to a preventive one (“anticipate and avert harms from the start”).
Although AI challenges are global in nature, further detail on cultural differences in perceptions of AI, varying regulatory environments, and cross-border activism would highlight that a “one-size-fits-all” approach may not work. Communicators in different regions face unique societal, political, and legal constraints. By emphasizing core ethical concepts, such as truth, transparency, authenticity, alongside activist strategies, it positions communication professionals as essential change agents in shaping AI's trajectory. The authors argue that advocates for governments to focus on regulating AI usage rather than the technology itself. However, the swift pace of technological change often outstrips the ability of regulators and professional norms to keep up. By framing ethical conduct as a necessary part of AI planning, the authors circumvent a cycle of perpetual catch-up, where harms occur and only then do guidelines or codes of conduct scramble to respond. Meanwhile, AI technologies have an unpredictable nature, which can mutate faster than policymakers or even developers anticipate. This “radical uncertainty” compels communicators to remain vigilant, informed, and prepared to address emergent ethical dilemmas, such as algorithmic bias or invasions of privacy.
Communication professionals must take on a critical and activist role when it comes to AI. The authors remind readers that this is not just an idealistic call to action but a necessary shift for addressing the many societal challenges that AI brings. They stress the importance of strategic communicators being more than just promoters of AI, that they instead must become advocates for ethical practices and work actively to build trust with the public. However, communicators face obstacles during this shift. One major challenge is organizational resistance. Many companies and institutions are heavily invested in AI and may push back against efforts to critically examine its impacts or advocate for change. For example, authors use the real-world examples of Ariel Koren's resignation from Google to illustrate the challenges. Koren's experience highlights the risks communicators face when opposing questionable AI projects, including retaliation and professional backlash. Her case is not just an isolated incident but reflects the broader shift toward questioning AI ethics, particularly among communication professionals. Like Ariel Koren's experience, communicators who oppose unethical AI projects may face retaliation. In some large organizations, decision-makers might prioritize profits over ethics, leaving communicators in a tough position when advocating for transparency and fairness.
Although the book's perspective is grounded in critical theory and ethical analysis, it also acknowledges the benefits of AI, such as increased efficiency in content generation. However, its focus remains firmly on the risks and ethical tensions. One strength of the book is its ability to synthesize ethical philosophy, media studies, and communication theory to create an inter-disciplinary call to action. The authors effectively contextualize AI within broader socio-political and economic systems, critiquing its role in perpetuating societal inequalities. This critical perspective is particularly evident in the chapter on “Advocating for AI-Driven Threats,” where the authors analyze how AI technologies amplify structural inequalities and exacerbate existing challenges in areas such as policing, healthcare, and education. By integrating insights from critical communication studies, the book challenges the profession to rethink its role in a technology-driven world. It emphasizes that strategic communicators are not mere facilitators of organizational goals but are also moral agents responsible for safeguarding public interests. It makes a significant theoretical contribution by linking the responsibilities of communicators with broader debates in AI governance. That said, the book does lean toward abstraction at times. For instance, while it introduces key concepts such as “pseudo-transparency” and “radical uncertainty”, these are not always grounded in concrete case studies or detailed examples of how communicators might apply these ideas in practice. This may limit its accessibility to practitioners looking for actionable steps.
While the book strongly advocates for integrating ethics from the outset, it offers limited practical guidance on how communicators can deal with internal corporate pressures, such as budgets constraints, leadership resistance, and prioritization of short-term profit over long-term ethical safeguards. For communicators, the challenges often lie in balancing organizational objectives with ethical considerations. The question “How can I maintain ethical standards if my organization prioritizes profit over societal good?” remains unanswered. There are other limitations too. While the authors touch on regional and cultural differences, there are limited discussions of how AI ethics and activism vary across geopolitical contexts. Nonetheless, the book is an important contribution to literature on AI and communication. It encourages readers to think beyond technical implementation and consider the moral and societal dimensions of emerging technologies. By urging communicators to become ethical stewards and activists, it reimagines the profession as a force for public good in the AI era.
