Comms Lessons From the U.S. Dept. of Labor’s AI Guidance
Last week, the U.S. Department of Labor released new guidance on the responsible use of artificial intelligence (AI) in the workplace, titled Artificial Intelligence And Worker Well-being: Principles And Best Practices For Developers And Employers. While the Department of Labor’s new AI guidelines are primarily centered on labor issues—aiming to protect workers from potential harm and ensure fair treatment in AI-driven workplaces—they also offer valuable insights for strategic communicators. Although these guidelines aren’t explicitly focused on communications as a field, they emphasize key principles such as transparency, ethical AI use, and the avoidance of bias, all of which directly impact how we shape internal and external narratives. The guidelines also include definitions for key terms including AI among others:
Artificial Intelligence (AI): A machine-based system that can, for a given set of human-defined objectives, make predictions, recommendations, or decisions influencing real or virtual environments. Artificial intelligence systems use machine- and human-based inputs to perceive real and virtual environments; abstract such perceptions into models through analysis in an automated manner; and use model inference to formulate options for information or action.
I read the report with a strategic communicator’s eye, understanding these guidelines can provide inputs for consideration to help establish personal and organizational AI best practices. Here are the top takeaways for strategic communicators to consider:
AI with a Human Touch
Position AI as a tool to enhance human decision-making rather than a replacement. Human insight should always be part of the equation.Transparency is Non-Negotiable
Communicate openly about AI’s role in workplace decisions. Ensure employees are informed about how AI impacts daily operations.Bias-Free is the Way to Be
AI can unintentionally perpetuate bias. Emphasize your organization’s commitment to using AI in ways that are fair, inclusive, and free from discrimination.Workers as Partners
Ensure employees feel involved in AI implementation. Showcase how AI empowers workers through training and growth.Accountability Counts
Reinforce your organization’s dedication to ethical AI use.
While it’s unclear exactly how AI will impact the communications field, the potential for disruption is real. Many organizations are already exploring AI as a tool to streamline tasks like copywriting, editing, researching, and media material creation, believing it can replace human communicators in certain areas. For instance, tools like ChatGPT and others are already capable of producing written content, drafting emails, and developing marketing messages.
However, the nuanced creativity and strategic thinking that humans bring—particularly in crafting tailored messaging or understanding cultural context—remains a challenge for AI. Communicators who blend human insight with AI capabilities can hold the competitive advantage, but those in roles focused solely on repetitive tasks could be vulnerable in organizations prioritizing cost-cutting through automation.
This dynamic makes it essential for communications professionals to position themselves as irreplaceable by focusing on skills AI can’t replicate like creativity, emotional intelligence, strategic planning, critical thinking, ethical judgment, relationship building, cultural sensitivity, and storytelling. These are all areas where AI falls short, as it lacks the ability to navigate complex human dynamics, make moral decisions, or understand cultural nuance. While AI may excel at automating tasks, it cannot replace the deep understanding and personal touch that human communicators bring to their work.
For full guidance from the Department of Labor, check here. Reach out if you see any other important points for strategic communicators in the new guidelines.
Before We Go …
PRSA has developed AI guidelines (Nov. 2023): Promise & Pitfalls: The Ethical Use of AI | For Public Relations Practitioners
Spin Sucks published a list of ideas for the use of AI in public relations - we like this article because it has some ideas besides some of the basic content generation ideas you see in many guides and articles.
Check out additional articles on AI and communications from the EO Report.