Organisational communication in the age of artificial intelligence (AI) development is an opportunity but also a challenge. Thanks to the changing media space and the development of technology, it is possible to automate work, increase the effectiveness and power of influence and distribution of content. However, they also raise questions concerning risks, ranging from those associated with the social area (reducing the number of jobs) to the ethics of communication and the ethics of the

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... ional profession of public relations (still PR ethics or the AI ethics in PR). The article will outline the opportunities and concerns resulting from the use of AI in communication of an organisation.