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Society. Document. Communication

Article

Ethical challenges of generative artificial intelligence in global social communications: International standards and practices

Karlis Ketners, Mara Petersone
Retrieved from Volume 11, No. 2, 2026 Pages 151–165
Received
28.11.2025
Revised
09.04.2026
Accepted
12.05.2026
Published
30.05.2026
Views
30

Abstract

The purpose of the study was to analyse the global experience of forming ethical and legal frameworks for the use of generative artificial intelligence in the media industry, publishing and public communications. The research methodology included a theoretical analysis of scientific sources to identify global challenges of artificial intelligence in the media, a comparative analysis of international regulatory approaches to artificial intelligence, a systematic analysis of professional codes of ethics of journalists to assess the adaptation of traditional norms to algorithmised content distribution, and a case study of leading media organisations and platforms for investigating fact-checking practices, the use of algorithmic ranking, and the integration of ethical standards with automated systems. It was found that generative artificial intelligence automatically creates press releases, social media posts, and multimedia campaigns, which increases the efficiency of communication and the effectiveness of information impact. The development of an ethical and legal framework for the use of generative artificial intelligence in media, publishing, and public communications is accompanied by an increase in distrust of AI content (more than 60%), an increase in transparency requirements (approximately 70%), an increase in copyright regulation (approximately 65%), an increase in the share of AI disinformation (approximately 27%), and a rapid increase in deepfake content (more than 900%), which generally confirms the need for comprehensive legal regulation and control. Global cases show that tools such as British Broadcasting Corporation Verify (a division of British Broadcasting Corporation), Associated Press Content Verification Systems and Google Fact Check Explorer (Google) combine algorithmic data analysis, open intelligence sources, and automatic information filtering with mandatory human fact-checking, which allows quickly detecting misinformation and ensuring the reliability of news in real time. The practical significance of the study is that the results can be used by journalists, editorial offices, publishers, and Public Relations specialists to implement transparent algorithmic systems, ensure copyright compliance, adapt codes of ethics to digital platforms, and improve the effectiveness of content management and communication campaigns

Keywords

social networks; international coordination; content creation; copyright; gatekeeper

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Suggested citation

Ketners, K., & Petersone, M. (2026). Ethical challenges of generative artificial intelligence in global social communications: International standards and practices. Society. Document. Communication, 11(2), 151-165. https://doi.org/10.69587/sdc/2.2026.151