Offstone JANUARY 2024 EDITION

33 GOD OF INFORMATION! ETHICAL CONSIDERATIONS FOR AI By : Dr. Safiyyah Ahmad Sabri and Assoc. Prof. Dr. Norhayati Rafida Abdul Rahim safiyyah@usim.edu.my The author is a Senior Lecturer of the Communication Programme at the Leadership and Management Faculty, Universiti Sains Islam Malaysia (USIM). A PhD holder in Mass Communication from Universiti Teknologi MARA (UiTM), she continued her interest in Islamic and conflict reporting as well as fake news, cyber security, race, culture and religious issues. ABSTRACT Artificial Intelligence (AI) in communication is always expected to bring about significant changes and continuous advancements across various domains. AI covers almost everything – chatbots and virtual assistants, voice-based communication, language translation and cross- cultural communication, augmented reality (AR) and virtual reality (VR), and much more. But speaking about enhanced personalisation, emotional recognition, security, and privacy, what will happen to ethical considerations? Introduction The use of Artificial Intelligence (AI) offers a wide range of benefits across various industries and applications. AI can automate mundane and repetitive tasks that allow humans to focus on more complex and creative things. Apparently, it may lead to situations that increase efficiency, reduce errors, and save a lot of time that could motivate and, at the same time, bring satisfaction to them. With large volumes of data at high speeds, AI too leads to improved efficiency and productivity, especially involving data analysis, decision-making, and problem-solving. At the same time, there is a significant cost savings for businesses that particularly reduce operational costs and improve their bottom line, especially in tasks that are time-consuming. Of all the beneficial outcomes, there is a concern about ethical considerations which could harm in terms of personalisation, emotion recognition and security and privacy that have a high possibility of being invaded. Will robots care enough for morality and ethical conduct?