Is Using Artificial Intelligence to Communicate Cheating?
We are often asked whether using Artificial Intelligence (AI) to produce your communication products is a form of cheating. When people ask us this, they usually mean whether using AI to generate things like a news release or messaging for internal or external audiences is akin to plagiarizing something.
It’s a valid question, mainly because (1) we are at the beginning stages of incorporating AI into how we routinely communicate (much like the debate about how to use the Internet for communications purposes back in the 1990s) and (2) most people haven’t grasped the specific implications of Generative AI.
The reality today is that AI is rapidly becoming an essential part of the communications toolkit. In media relations, where timing, tone, and trust are everything, Generative AI offers clear advantages. It can accelerate drafting your communications products, improve clarity, and help teams prepare for communicating more efficiently than ever before.
But in a field where credibility is currency, the use of AI without judgment is a liability. For communications professionals, the issue is not whether to use AI, it is how to use it responsibly, without compromising accuracy, ethics, or public trust.
Generative AI: A New Frontier
Generative AI can produce content on demand, from media statements to backgrounders to Q&As. Research shows it can significantly improve efficiency but also introduces tension between speed and editorial integrity (Nawaz, 2025; MDPI, 2025).
Let’s be clear: AI can support workflow, but it cannot replace your professional judgment. That is why clear Generative AI policies are crucial. Your communications teams must operate within well-defined parameters that:
Promote productivity while managing risk
Protect private, confidential, and sensitive information
Ensure transparency and accountability
Adhere to legal and organizational rules
So, how does media relations and other forms of communications operate within this new communications frontier? The need to communicate is often developed under pressure. It is scrutinized publicly and interpreted by various audiences - politicians, the media, members of the community, etc. Here are some basic rules for building parameters for your communications using Generative AI:
Protect Public Trust
Every message shapes perception. AI-generated communications can miss nuances, particularly in sensitive situations. Poorly constructed messaging or lazy use of AI to communicate can come across as insensitive. That’s why you must never use AI-generated content without a thorough human review.
Ensure Accuracy and Compliance
AI can produce incorrect information. Research on Generative AI shows that the technology behind AI is at its infancy. It’s learning all the time, but it is far from perfect. AI can draft. It cannot validate.
Be Extra Careful with Sensitive Incidents
AI must never be used alone when dealing with a crisis or high-risk situation. High-pressure situations require facts, sensitivity and care, not simply output. AI is best used for internal support, such as organizing timelines or preparing briefing materials.
Countering Bias
AI relies on the data it was trained on. That leaves it open to bias. Studies increasingly show that Generative AI can reproduce or amplify things such as stereotypes.
In short, consider the following to ensure you are using AI for the right reasons:
What AI does well.
Draft content
Summarize information
Organize ideas
Adjust tone
What AI does NOT do well:
Verify facts
Understand context
Exercise judgement
Accept responsibility
With Great Power…
There is no doubt that artificial intelligence has already changed the way we work and communicate. When it comes to media relations and communications in general, AI is already a useful addition to the communications toolkit. As a tool, it can improve efficiency in communicating your message, support your preparation, and enhance the basic drafting of your communication products. But it does not replace professional responsibility.
This is why we offer our clients training and support in their use of AI in media relations and all other forms of communications. Remember, your narratives and messages are not just content. They are your commitment to building your brand and enhancing your trust.
For more on how AI can assist your communication strategy, including appropriate prompts to use, how it can produce fast-paced analytics on sentiment, and how it can help you detect misinformation quickly, contact us here.
And remember - AI suggests. Humans decide.