Fitzgerald AI Manifesto

A human centric approach to the future of work and technological advancement.

At Fitzgerald, we stand at the forefront of change, committed to transforming the world of communication by connecting businesses with purpose. In this ever-evolving landscape, we understand the importance of embracing technology and innovation to move with the times, enhancing our work and impact. As we strive to uphold our core values throughout periods of change, we introduce the Fitzgerald AI Manifesto – outlining our mission, values and commitment to navigating AI, specifically focussing on today’s most prominent tool ChatGPT, in a way that centers humanity instead of undermining it.

I. Navigating Change and Technological Innovation

The communications industry faces an unprecedented opportunity to harness the power of AI and deep learning to revolutionize the way we work. As pioneers of purpose-driven PR, we are excited to explore the potential of ChatGPT, a natural language processing tool developed by OpenAI, to enhance our strategies and support our pursuit of progress.

However, we also recognize the importance of ethical and responsible AI usage. We must ensure that AI enhances our work while upholding our core values and maintaining our authentic, human-centered approach.

II. The Fitzgerald Commitment: Ethical AI Guidelines

To navigate the complexities of AI integration, we pledge to follow these guidelines:

  • Human-Centric Approach: We believe that AI, particularly ChatGPT, should be used as a tool to augment and complement human talent, not replace it. Our team members remain at the heart of our strategic decision-making, and AI will serve to support and enhance their capabilities, not replace them.
  • Transparency: Be open and honest with our clients and partners about our AI usage, ensuring that they understand the benefits, risks and limitations of this technology.
  • Ethical Considerations: Continually evaluate the societal impact of AI, engaging with diverse voices from various disciplines to make informed and responsible decisions. Bring an interdisciplinary approach to the table that connects different fields and expertises in a way that enhances our work. 
  • Employee Well-Being: Provide training, support, and resources to ensure our team feels comfortable and confident using AI, while monitoring its impact on workload and well-being.

III. The Fitzgerald Approach: AI Integration and Best Practices

To harness the power of ChatGPT effectively and responsibly, we will follow these best practices:

  • Only use AI for repetitive tasks and as a starting point for processes, while always reviewing output for quality and accuracy.
  • Acknowledging the limitations of language models in mirroring emotional intelligence, deep expertise or creativity.
  • Develop and refine our team’s skills in AI prompting, understanding that better input leads to better output.
  • Monitor and address any biases or inaccuracies in AI-generated content, ensuring our work remains aligned with our progressive, purpose-driven values.


IV. Pioneering the Future of Communication

The Fitzgerald AI Manifesto is a testament to our dedication to our core values. By adhering to this AI Manifesto, we aim to set an industry standard for the ethical and responsible use of AI in public relations. We will continue to evolve and adapt our approach as new technologies and insights emerge, ensuring that we maintain our commitment to innovation, creativity, and human-centric values.