Page Center report reveals ethical challenges and solutions in digital strategy

UNIVERSITY PARK, Pa. — The Arthur W. Page Center launched an insights report on digital analytics, a collection of research spanning several topics within the artificial intelligence (AI) and digital space. The seven projects were conducted by scholars from 13 universities around the world and provide guidance, lessons and recommendations for developing digital communication strategies.

Page Center senior research fellow Frank Dardis, associate professor of advertising/public relations at Penn State, led the call for research proposals on digital analytics. He said the report's research will have "immediate practical implications for our industry."

The projects in the report are centered on ethical considerations of using digital analytics responsibly. Covering topics such as algorithm transparency, AI, corporate data responsibility and digital listening, the report highlights research findings applicable to both industry professionals and academics.

“In addition to the key insights offered in the report, I like that the collective research approached digital analytics and ethics in multiple ways," Dardis said. "There are practitioner functions and perceptions, stakeholder reactions, public trust, legal perspectives and employee relations."

Page Center research fellow and co-editor and designer of the insights report Cassandra Troy echoed that sentiment.

"This work helps highlight ongoing ethical challenges of AI that PR practitioners are still wrestling with," said Troy, an assistant professor at the University of Illinois who earned her doctorate from the Bellisario College. "It is a critical issue that deserves more dialogue and support.”

One of the research projects in the call urges organizations to disclose their AI use clearly and accessibly, calling for transparency in a digital landscape riddled with deepfakes and AI-generated content that is becoming exceedingly difficult to distinguish.

“The knowledge gleaned from the researchers' great work offers numerous angles and insights from which organizations can implement specific communication strategies to improve their standing among multiple stakeholders," Dardis said.

Holly Overton, Page Center research director and co-editor of the report, said she is proud to see the digital analytics insights report in print and online.

"This is the fourth insights report the Page Center has released," said Overton, an associate professor of advertising/public relations at Penn State. "It reflects our commitment to leading the field forward.”

Other key findings

Visit the report's website to learn strategies for digital analytics communication, including the report’s top 10 insights, or to download a pdf of the full insights report for free.

• Demonstrating ethics through action is key. Dedicating resources to training and establishing clear codes of ethics for AI will help companies demonstrate their commitment to responsible technology.

• Successful AI adoption involves consistent communication. Having support for employees and a clear code of AI ethics shows the organization is intentional and patient in navigating new technology. This steady approach reassures stakeholders, prevents overreaction and builds lasting confidence in both the enterprise and its use of AI.

• Disclosing user rights, addressing privacy concerns, and actively responding to feedback signal institutional responsibility and responsiveness. This can help stakeholders see AI products as both ethical and effective — strengthening trust in the technology and the company behind it.

• By listening closely to practitioners’ concerns about ethics, authenticity and public expectations, leaders can shape policies and investments that reflect both internal expertise and external realities. When practitioner voices guide decision-making, organizations build stronger alignment, anticipate challenges and reinforce the trust that the whole enterprise depends on.

• Training employees to understand AI, communicate transparently and create authentic content can empower them to serve as credible ambassadors. Setting clear ethical guidelines reinforce trust, while strengthening AI knowledge and preserving autonomy help employees embody the enterprise’s values in every interaction.

The Page Center is a research center housed in Penn State’s Bellisario College. It has funded more than 350 scholars since its founding in 2004. While research themes vary from year to year, the center consistently supports academic exploration into the understanding of principles practiced in public communication. Page Center scholars represent colleges, universities and organizations from around the world.