Corporate Governance of Sustainable Artificial Intelligence (AI) in Strategic Communication (SC) and Digital Marketing (DM): UAE Guidelines

Abstract

The discourse on the ethics of artificial intelligence (AI) is increasing, which renders the concept of “AI ethics” vague and difficult to implement. Nevertheless, AI ethics are closely associated with strategic communication in public relations and digital marketing. The current study aims to identify the features of the institutional framing of (AI) sustainability ethics through textual analysis of a UAE Code of Ethics. The study belongs to pilot and analytical studies within the scope of ethical use of AI in strategic communication and digital marketing. The research initially included secondary research where qualitative data has been collected for designing research questions regarding the institutional framing of sustainable AI as a framework for strategic communication and digital marketing in the United Arab Emirates. Mixed method of data collection adapted using the textual analysis form and content analysis form to collect data about the priorities and frame that were relied upon in the study sample. The researcher developed a scale consisting of 10 categories to determine the frames and priorities of the institutional framing for responsible AI in the United Arab Emirates.

keywords Artificial intelligence (AI) , Public relations , Digital marketing, strategic communication