Global Alliance releases international pledge for responsible AI use in corporate communication

Aberje is one of the signatories of the Venice Pledge, an initiative led by the Global Alliance for Public Relations and Communication Management—a global confederation of leading communication associations. The pledge establishes a shared international commitment among communication entities to adopt responsible principles in the use of artificial intelligence (AI) within the field of communication. It was developed during a workshop held at the Global Alliance’s General Assembly in May, in Venice. The document reaffirms the importance of using AI ethically, transparently, and with a human-centered approach, while promoting fairness, accuracy, and data protection.

By signing the Venice Pledge, Aberje formally endorses the seven guiding principles for responsible AI use (see the full version of the seven principles here):

1. Ethics first
2. Human-led governance
3. Personal and organizational responsibility
4. Awareness, openness, and transparency
5. Education and professional development
6. Active global voice
7. Human-centered AI for the common good

“My contribution was to bring the concerns of Brazilian communicators and Aberje’s network of member organizations into the discussion—highlighting issues such as the nationality of AI, the value of local cultures, and the importance of ensuring that AI systems respect national legal frameworks, political contexts, and professional practices,” said Hamilton dos Santos, executive director of Aberje, who represented the organization at the event. “It is essential that the adoption of artificial intelligence—particularly in organizational contexts—takes cultural diversity into account, as well as the strategic role of communication in democratic societies.”

The definition of responsible AI adopted by the Global Alliance emphasizes the ethical, transparent, and human-driven use of technology, with a commitment to mitigating risks such as bias, misinformation, and privacy violations. These principles serve as a common framework for member organizations, complementing other professional codes of ethics and aligning with both local and international legislation.

A quick reference guide to the Venice Pledge is available for download. It provides background on the Global Alliance’s guiding principles for responsible AI, detailed descriptions of each principle, a list of supporting organizations, and a link for entities wishing to join the initiative.

Alongside Aberje, the pledge was signed by peer organizations representing 21 countries and regions: Apriori World (Croatia), ASEAN Public Relations Network – APRN (Southeast Asia), Association for Strategic Communication and Public Affairs – ASCOPA (Czech Republic), Portuguese Association for Corporate Communication – APCE (Portugal), Centre for Strategic Communication Excellence – CSCE (Australia), Chartered Institute of Public Relations – CIPR (United Kingdom), German Public Relations Association – DRPG (Germany), Estonian Public Relations Association – EPRA (Estonia), Italian Federation of Public Relations – FERPI (Italy), Global Communication Certification Council – GCCC (United States), International Association of Business Communicators – IABC (United States), Institute of Public Relations Malaysia – IPRM (Malaysia), Nigerian Institute of Public Relations – NIPR (Nigeria), Public Relations Institute of Ireland – PRII (Ireland), Public Relations Institute of New Zealand – PRINZ (New Zealand), Finnish Association of Communication Professionals – ProComm (Finland), Public Relations Society of the Philippines – PRSP (Philippines), Reputation Lighthouse (United States), PRomise Foundation (India), University of Liberal Arts Bangladesh – ULAB (Bangladesh), Universidad de San Martín de Porres – USMP (Peru), and We Are Com (France).

Global Alliance for Public Relations and Communication Management

The Global Alliance for Public Relations and Communication Management is the confederation of the world’s leading public relations and communication management associations, organizations, and academic institutions. It represents professionals, scholars, and students in more than 120 countries. Hamilton dos Santos, executive director of Aberje, currently serves as Chair of the Global Alliance Regional Council for Latin America and sits on the organization’s board.