Framing TRUST in Artificial Intelligence (AI) Ethics Communication: Analysis of AI Ethics Guiding Principles through the Lens of Framing Theory

Abstract

With the fast proliferation of Artificial Intelligence (AI) technologies in our society, several corporations, governments, research institutions, and NGOs have produced and published AI ethics guiding documents. These include principles, guidelines, frameworks, assessment lists, training modules, blogs, and principle-to-practice strategies. The priorities, focus, and articulation of these innumerable documents vary to different extents. Though they all aim and claim to ensure AI usage for the common good, the actual AI system outcomes in various social applications have invigorated ethical dilemmas and scholarly debates. This study presents the analysis of AI ethics principles and guidelines text published by three pioneers from three different sectors—Microsoft Corporation, National Institute of Standards and Technology (NIST), AI HLEG set up by the European Commission through the lens of media and communication’s Framing Theory. The TRUST Framings extracted from recent academic AI literature are used as standard construct to study the ethics framings in the selected text. The institutional framing of AI principles and guidelines shapes the AI ethics of an institution in a soft (as there is no legal binding) but strong (incorporating their respective position/societal role’s priorities) way. The AI principles’ framing approach directly relates to the AI actor’s ethics that enjoins risk mitigation and problem resolution associated with AI development and deployment cycle. Thus, it has become important to examine institutional AI ethics communication. This paper brings forth a Comm-Tech perspective around the ethics of evolving technologies known under the umbrella term—Artificial Intelligence and the human moralities governing them.