Lecture 2.
Artificial Intelligence &
Ethics in Business
Communication
Duy Khanh NGUYEN
Generative AI
Module A: Using AI in Business Communication
Part 1
How Generative AI Works
1.1 Defining Core Technologies
Artificial Intelligence (AI) Generative AI (GenAI) Large Language Models
(LLMs)
Technology simulating human A specific type of AI that can create new
intelligence. It mimics the result of data (text, code, AV) rather than just Statistical prediction engines. They do
thinking via algorithms; it does not categorizing existing data. not "know" strategy; they calculate
possess a brain or consciousness. probability. It is math, not magic.
1.2 Strategic Distinction: Search vs. GenAI
Search Engines (The Generative AI (The
Librarian) Author)
Role: Retrieval. Role: Composition.
Function: Finds existing Function: Combines
information and links to the patterns to write new content
source. word-by-word.
Use Case: Fact-finding, Use Case: Ideation, drafting,
citation sourcing, verification. summarizing, brainstorming.
Part 2
Strategic Applications in Business
2.1 Content Development & Knowledge Management
Creative Partner: GenAI helps solve "writer's block" by brainstorming ideas and making outlines.
Knowledge Management:
Problem: Information in companies is often separated and hard to find (silos).
Solution: AI can scan internal databases to find information or experts.
Example: EigenTechnologies uses natural language processing (NLP) to analyze thousands of complex contracts for
mergers and acquisitions (M&A) and legal compliance.
2.2 Data Analysis & Insights
Sentiment Analysis: AI "listens" to social media to measure public feeling about a
brand. This helps companies react quickly to crises.
Predictive Analytics: Forecasting customer behavior to choose the best messages.
2.3 Personalization & Efficiency
Mass Customization Efficiency Accessibility
Sephora uses AI to alter website layouts The Associated Press (AP) automates Zoom offers live captions and
in real-time based on user behavior. routine financial and sports reporting, translation, removing language barriers
freeing journalists for deep reporting. in global meetings.
2.4 Professional Development (The Coach)
Use AI as a coach to improve your skills, not just to do the
work for you.
The Editor: "Evaluate my writing based on 5 criteria: Clear,
Concise, Practical, Factual, and Persuasive."
The Opponent: "Act as a negotiation partner or a difficult
customer so you can practice handling situations."
Part 3
Risks, Ethics, and Governance
3.1 Operational Risks: Hallucinations & Reliance
AI Hallucinations Overreliance (Laziness)
AI can confidently invent information that is not true. If you let AI do all the thinking, you lose value.
Imagine this: Your CEO asks you about a strategy in
your report, and you cannot answer because AI
wrote it, not you.
3.2 Ethical & Social Risks
Deepfakes & Fraud: Technology that fakes audio and
video is a threat to financial security.
“An employee in Hong Kong was tricked into transferring
$25 million to criminals after joining a video call where the
CFO and colleagues were all fake.”
Bias: AI can make historical biases about race and
gender worse if the training data is biased.
Environmental Impact: AI uses a huge amount of
electricity and hardware resources. Companies need to
consider their "carbon footprint" when using AI.
3.3 Legal Risks & Transparency
Intellectual Property (IP):
Input: Legal arguments about using copyrighted
data to train AI.
Output: In the US, work created entirely by AI
cannot be copyrighted.
Data Privacy: Be careful with laws like GDPR (Europe)
or CCPA (California) when putting personal data into AI.
Disclosure (Transparency): In a professional setting,
you should be open about using AI. If your boss asks
you to write a report, they expect you to write it (or
carefully edit it), not just copy-paste it from a machine.
Part 4
Operational Mastery: Prompt Engineering
4.1 Three Basic Types of Prompts
Directive Question-based Creative
Tell it to do a specific task. Ask for an answer. Ask for new ideas.
Ex: "Summarize this article." Ex: "Why did this strategy fail?" Ex: "List 10 names for a new
product."
4.2 Interaction Strategy
Provide Context: Act like a manager giving a task to a new
employee. Clearly state: The Goal, The Audience, and The
Tone.
Iterative Process: Do not stop at the first result. Ask AI to
refine it: "Make the tone more neutral," or "Add specific
examples."
Check the Output: Always Fact-check. AI can invent citations
that look very real.
Part 5
Managing Tech & Human Skills
5.1 Fighting Information Overload
You must filter information for yourself and others. Do
not send meaningless messages. 'Prune' (cut back)
unnecessary information channels."
5.2 The Urgency of Human Skills
To avoid being replaced, focus on what machines cannot do:
Emotional Intelligence (EQ): Understanding hidden emotions.
Contextual Awareness: Understanding office politics and culture.
Reconnecting: When email causes confusion, break the loop. Pick up the phone or meet in person. No
technology can replace a sympathetic smile or a real handshake.
Ethical
Foundations
Module B: The Foundations of Ethical Communication
Part 1
The Foundations of Ethical Communication
1.1 Core Definitions
Ethics Ethical Communication
The accepted principles of right and wrong that Communication that includes all information an
govern behavior and decision-making within a audience needs to make an informed decision or take
society. an informed stance. It must be:
Complete: Lacks nothing required for
understanding.
True: Factually accurate.
Non-deceptive: Does not mislead, intentionally
or inadvertently.
1.2 The Transparency Mandate
The growth of social media and AI has elevated transparency to a
critical concern. Transparency is defined as a sense of
openness—giving all participants access to the information needed to
accurately process messages.
"Audiences deserve to know when they are being marketed to and who is
behind the message."
Part 2
The Typology of Unethical Communication
2.1 Mechanics of Deception
Withholding Information Stealth Marketing Native Advertising &
Intentionally omitting critical facts
Influencers
Communication activities that are
that prevent the recipient from marketing efforts in disguise. Sponsored content designed to
acting in an informed manner look like legitimate news.
(Product Placement, Guerrilla
(e.g., failing to disclose safety risks Influencers must disclose
Marketing)
or budget problems). relationships (#ad, #sponsored).
2.2 Distorting Information
Statistical Manipulation Visual Manipulation & Deepfakes
Using averages to conceal extreme outliers or Visual Manipulation: Altering photos or changing
manipulating trend calculations to suggest graph scales to exaggerate/conceal differences.
unsupported future outcomes.
Ex: Boasting of a 40% increase that only recovers Deepfakes: AI-generated audio/video content that
previous losses. pushes distortion to unprecedented levels.
2.3 Plagiarism and IP Violations
Plagiarism & Copyright Fair Use
Plagiarism: Presenting another's words, creative A legal defense allowing limited use of copyrighted
product, or ideas as one's own. material (often for non-commercial purposes).
Copyright: Legal protection for originators of creative Fair use is a defense invoked after you are sued. You
content. You can be sued for infringement even cannot preemptively label content as "fair use" to
without profiting. avoid liability.
2.4 Failing to Consider Negative Consequences
Even truthful communication is unethical if the sender fails to Case Study: Lush Cosmetics
anticipate harmful outcomes.
Lush Cosmetics decided to "unplug" from certain
social media platforms, equating them to a "dark and
Example: Promoting health advice suitable for professionals dangerous alleyway," because they believed the
to a general teenage audience without medical context. platforms were detrimental to users' mental health.
2.5 Violating Privacy
Data Aggregation
Data brokers collect and sell vast profiles on consumers
(health, income, habits) to insurers and marketers.
Workplace Surveillance
Employers monitoring keystrokes, location, and attention
raises severe ethical tensions regarding the invasion of
personal space vs. the protection of company
resources.
Part 3
Strategic Ethical Decision Making
3.1 Distinguishing Dilemmas from Lapses
Ethical Dilemma Ethical Lapse
A situation involving a choice between ambiguous A clearly unethical or illegal choice.
alternatives.
The Scenario: Competing valid interests. The Scenario: Deliberate dishonesty or illegality.
Example: Employees want higher wages (valid) vs. Example: Telling a client you can meet a deadline
Investors want lower costs for stock growth (valid). when you know you cannot. There is no dilemma
Both positions have ethical merit; the solution is in the here; it is simply wrong.
gray area.
"A true dilemma forces you to choose between two 'rights,' not between 'right' and 'convenient.'"
Questions?
Thank you for your time.