By: Rachel Bauman

AI can strengthen nonprofit communications — but only when paired with human judgment. AI should be used to improve efficiency and should strengthen the work of trusted communications professionals, not replace the human expertise that builds public trust. 

• Ethical AI starts with protecting people and preserving trust. Nonprofits should avoid using AI for tasks involving lived experiences, sensitive community stories or official organizational positions without careful human oversight. 

• Clear AI policies reduce risk. Organizations should also recognize that publicly available AI platforms may not provide the same confidentiality protections as internal systems. Before entering sensitive information into AI tools, communicators should understand how the platform stores and uses data and ensure its use aligns with organizational privacy policies and contractual obligations. 

• Responsible AI adoption should reinforce an organization’s mission, values and credibility rather than compromise them. 

Trust can take years to build and minutes to lose. In 2025, the Chicago Sun-Times faced widespread criticism after publishing an AI-generated reading list that included books that didn’t exist. The incident wasn’t simply about AI making mistakes. It demonstrated how quickly credibility can be eroded when human oversight is removed. For nonprofits, where public trust is often an organization’s most valuable asset, the stakes are even higher. 

Artificial intelligence (AI) has quickly become part of the communications landscape, with tools that are increasingly embedded in daily workflows. For nonprofit communicators, however, the conversation cannot begin and end with efficiency. 

Organizations built around public trust, community engagement and social impact face a different set of questions than many corporate brands when it comes to the use of AI. As these tools become more common, nonprofit PR professionals must consider how AI affects accuracy, transparency, equity and the communities they serve. 

Concerns about AI are not theoretical. Large language models can reinforce existing biases, generate inaccurate information and reflect perspectives that may not align with the lived experiences of the communities that nonprofits serve. When advocating for marginalized groups, a communications mistake is not just an embarrassment; it can undermine credibility, damage trust and misrepresent the very people the organization exists to support. Ethical AI use requires recognizing these risks rather than assuming technology is neutral. 

At the same time, nonprofit communications teams are often asked to accomplish more with fewer resources. Many professionals are managing media relations, social media, content creation, stakeholder communications and executive visibility simultaneously. Used thoughtfully, AI can alleviate administrative burdens and create more capacity for strategic storytelling and messaging. The key distinction is that AI should support human expertise, not replace it. Decisions that shape public understanding, organizational reputation and community relationships still require human judgment.  

Ethical use often comes down to where AI is being applied in the workflow. In practice that can look like compiling meeting recordings into clean action items, reviewing an email or document for grammatical errors or stress-testing an op-ed by how critics might challenge its argument. These all present relatively low risk when appropriate oversight is maintained. The risk increases the closer a task gets to representing real people, lived experiences or organizational positions. 

Transparency is another important consideration. Nonprofit communicators should be clear about how AI is being used within their organizations and establish processes to ensure appropriate human review of AI-assisted work. While disclosure practices may vary from one organization to another, there should be a baseline commitment to transparency whenever AI is used in ways that could influence public understanding or stakeholder engagement. Stakeholders support nonprofits because they trust the people behind the mission, and that trust can be weakened when AI-generated content is presented as authentic community voice or firsthand experience. 

Nonprofit communicators must also think carefully about privacy and data security. Many organizations work with vulnerable populations and routinely handle sensitive information. Uploading client stories, internal documents or personally identifiable information into public AI systems can create significant ethical and legal concerns. Before incorporating AI into communications workflows, organizations should establish clear guidelines on what information can and cannot be shared with external tools. 

Responsible AI use begins with protecting the people an organization serves. No productivity gain is worth compromising community trust or confidentiality.   

For nonprofit communicators, AI should be treated as a tool rather than an author, strategist or spokesperson. When used thoughtfully, it can help teams work more effectively. When used carelessly, it can undermine the trust that nonprofit organizations spend years building. The responsibility is not simply to use AI, but to use it in ways that strengthen rather than compromise an organization’s mission and values.