"Society is changing... there's a new elite emerging and those elite have huge amounts of power." Professor Anne Gregory, Ph.D., BA, FRSA, HonFCIPR, Huddersfield University, a.gregory@hud.ac.uk "The problem with algorithms is they... discriminate almost by design. They're missing on diversity and inclusion, so you have to get in there as PR people."  Jean Valin, BA, BA (Hons), APR, FCPRS, HonFCIPR, Valin Strategic Communications,  jvalinpr@gmail.com  The Artificial Intelligence in Public Relations panel was founded in 2018. It’s a global volunteer committee, developed through the Chartered Institute of Public Relations (CIPR) comprising senior communications professionals and leading PR academics and researchers. Recently CIPR and the Canadian Public Relations Society (CPRS) partnered to publish the AI in Ethics Guide which seeks to improve ethical decision-making of algorithms and other automated tools to avoid harmful impacts on individuals.To access the Ethics Guide to Artificial Intelligence in PR:https://www.cipr.co.uk/ai