OFFSTONE JUNE EDITION 2024

37 IMMERSION OF GENERATIVE AI IN COMMUNICATION AND MEDIA AND THE MODERATING ROLE OF ITS RISKS FROM THE PERSPECTIVE OF ISLAMIC ETHICS By: Safiah Masbaka & Jamsari Hashim safiahmasbaka@yahoo.com The author, Safiah binti Masbaka, is a PhD student in Cultural Studies at the Centre for the Promotion of Knowledge and Language Learning (PPIB), Universiti Malaysia Sabah (UMS). Dr. Jamsari bin Hashim is a Senior Lecturer in the Media and Society course at PPIB UMS. ABSTRACT Generative AI's immersion and integration raise concerns about misinformation, bias, and manipulation in communication. According to the literature review, the Qur'an offers ethical guidelines for verbal communication: speak politely, assertively, nobly, pleasantly, gently, and truthfully. These principles can serve as a foundation for an ethical AI adoption framework. Users must verify AI-generated information, and a wasatiyyah (balanced) approach that prioritizes human well-being can help mitigate AI-related risks in communication. Ethical AI adoption requires the collaboration of developers, regulators, and users to harness AI’s transformative potential effectively. Introduction Immersing and integrating Artificial Intelligence (AI) technology, particularly generative AI (GAI), into various aspects of our lives is inevitable. AI systems are deeply embedded in our daily lives, from e-commerce platform recommendations to playlist recommendations, road navigation, and AI copilot for work and study. AI tools can be used by anyone in the public whenever we are connected to the internet. ElectronicsHub’s analysis in April 2024 revealed that Malaysians spend 48% of their waking hours looking at screens, including smartphones and computers. This widespread adoption is too strong to avoid entirely since the introduction of ChatGPT in 2022. GAI tools have since proliferated so that users can integrate them in