Navigating Artificial Intelligence, Public Relations and Race

This article contributes to theory building in public relations by responding to calls for more public relations research on the social, cultural and ethical implications of AI as it explores the racial dynamics of AI. We examine three case examples in which AI, race and public relations intersect including: Microsoft's chatbot Tay, a Facebook topic recommendation feature, and FN Meka, an AI-powered rap avatar. We draw upon the public relations race and DEI literature to introduce a framework we coin Inclusive, Responsible, Communication in Artificial Intelligence (IRCAI). The IRCAI framework is used to illuminate the three case examples. We conclude that it is important for the public relations field to navigate the intersection of AI and race, and we reiterate that our IRCAI framework can facilitate such efforts within and beyond the context of race.