Page Center targets ethics in generative AI with 2025 call for research proposals

The Page Center is seeking research proposals that address the pressing need for practical guidelines and ethical standards for the use of generative artificial intelligence in communication. The call is part of the Center’s Page/Johnson Legacy Scholar Grant program, which annually supports scholars and professionals whose research contributes to academic literature and builds professional understanding of key issues.

In a short time, generative AI technologies have transformed the landscape of public and strategic communication. As it evolves, identifying the ethical implications of AI and its short- and long-term impact on the industries of public communication is vital.

This call invites academic proposals that explore the intersection of generative AI, public communication and ethics. Proposals that use different methodological approaches are encouraged. Funding will prioritize proposals that address one or more of the Page Principles. Heather Shoenberger, associate professor of advertising/public relations at Penn State, and Fuyuan Shen, professor of advertising at Penn State, are leading the call.

“AI is rapidly transforming how we communicate, offering immense potential for innovation and efficiency,” Shen said. “This transformative power is accompanied by significant ethical challenges, including data privacy, security, algorithmic bias and the misuse of AI for misinformation"

Shen and Shoenberger hope this call encourages scholars to examine these issues from innovative perspectives to understand how AI can help administer ethical and effective public communication. A book featuring select projects from the call will serve as an initial collection of generative AI research among communication scholars.

“We are very excited about this call, as it provides an opportunity for scholars to explore what generative AI might mean for public communication,” Shoenberger said. “We are hopeful that we will get a wide range of robust proposals addressing a myriad of issues related to generative AI and public communication."

Since 2004, the Page Center has funded hundreds of projects tackling many topics in the field. While research themes vary from year to year, the Center consistently supports academic exploration into the understanding of principles practiced in public communication.

“There’s been so much written about AI and how it can and should be used,” Page Center director Denise Bortree said. “It’s up to scholars to provide the evidence that will help us adapt to the new technology and apply it to what we do in a smart, ethical way.”

Visit the Page Center website for a full description of the call and the proposal process. All application materials must be submitted through Scholastica by Jan. 15, 2025.