This paper explores the ethical concerns related to the utilization of artificial intelligence (AI) in public relations (PR) efforts. The methodology applied was a mixed method, as a selective group of PR and AI experts, professionals and students across academic disciplines performed the technique. Qualitative data was collected through open-ended questions and then analyzed using thematic analysis to identify patterns and recurring themes. Findings indicated that deployment of AI in PR created ethical issues of honesty, reliability, transparency, and promotions of win-win partnerships. The key is to be able to harness AI while keeping authenticity and trust in PR messages intact. It is critical for AI to maintain authenticity and trust in PR messages rather than sacrificing those values. So, while AI can help boost public relations efforts, there is a risk of dehumanization and depersonalization in relationship building. Public relations specific guidelines on AI with an emphasis on transparency and human contact is needed. Guidelines defining a legally obligatory approach to AI deployment have to be established to prevent ethical lapses. These can include workshops and training programs to further educate users on how to use AI responsibly and to spread AI literacy as well as awareness. It is crucial to involve legal experts, together with AI engineers and PR specialists, to solve and prevent ethical dilemmas related to AI technology. We should also include AI-related lessons in school curricula to further instill moral values and the right to reliable information to the next generation. Addressing ethical inconsistencies in the use of AI in PR will require a multimodal approach that involves ethical standards, regulatory requirements, education and awareness campaigns, and interdisciplinary cooperation. If PR practitioners prioritize credibility, authenticity, and ethics, they can ethically use AI to refine their methods whilst protecting people’s rights to accurate information.