AI is a powerful tool, but it doesn’t come with built-in ethics.
Karen Freberg is a professor of strategic communications at the University of Louisville.
AI is no longer the shiny new tool sitting in the corner of public relations practices. AI is pretty much everywhere and in all aspects of what we do in public relations. From drafting press releases at lightning speed to predicting the next trending story before it even breaks, AI is becoming a key part of what we do in our strategic, creative, and even crisis work. However, with all of the benefits and features it brings, it also can bring chaos in unexpected places and bring forth new challenges to the table.
We see this in two different cases where AI was used in full force. Las Vegas’s cutting-edge Sphere and Will Smith’s comeback tour just gave us the same cautionary tale: Innovation without intention can quickly overshadow authenticity. Both cases show how AI is no longer just a creative tool, but for public relations professionals — it’s a professional and ethical question of if we should be using it in some capacities, especially at the risk of taking away the human side of a story, or misleading audiences.
At the Sphere in Las Vegas, audiences are watching an AI-enhanced reimagining of “The Wizard of Oz.” Judy Garland’s 1939 classic has been restored, polished, and stretched across a 16K screen with wind, fog and even apples falling from the trees. In the Sphere, it’s breathtaking to experience and see the iconic film truly come to life. However, there were some critics who voiced concern that the digital smoothing of faces and AI-inserted effects chip away at the soul of the original. Instead of preserving the film’s raw humanity, critics fear it risks turning an emotional touchstone into a high-tech light show.
Then came Will Smith’s viral controversy. Smith is facing backlash after fans claimed that a promotional video from his “Based on a True Story” tour featured AI‑generated crowd footage, with visual distortions in faces, hands and changing signs sparking skepticism and debate over authenticity. The backlash was immediate. Instead of celebrating his return, headlines accused him of using AI to fake crowds. The damage wasn’t just technical, it was reputational, where one publication called it “Fresh Cringe.” AI undercut the very authenticity Smith needed to rebuild.
So, what can public relations professionals learn from these two cautionary cases?
- Preserve the heart of the story. Whether it’s Judy Garland’s performance or a real concert crowd, the human element is what people connect to. AI can restore, upscale or enhance, but it should never erase the imperfections that make moments relatable.
- Transparency isn’t optional. Today’s audiences are AI-literate. They spot extra fingers or uncanny glitches in seconds. When enhancements aren’t disclosed, it sparks distrust. If AI is part of the creative process, say so. Label it, contextualize it and frame it as a tool rather than a trick.
- Treat AI as a co-pilot, not the driver. The Sphere’s best moments come when AI builds immersive context of the “Wizard of Oz” story. But Smith’s attempt to manufacture enthusiasm with AI crowds felt like replacement, not enhancement. Audiences want AI to support the vision, not substitute for reality.
- Build ethical checkpoints for teams and clients. Before releasing AI-enhanced work, teams should pause and ask: Does this elevate the experience or distract from it? Just because AI can do something doesn’t mean it should. Setting ethical guardrails ensures innovation does not outpace intention.
- Context shapes perception. In the Sphere’s case, AI was framed as artistic restoration, but nostalgia cuts both ways as too much polish can make fans feel the soul has been sterilized. With Smith, the context of a comeback amplified the backlash; instead of signaling creativity, the AI edits signaled desperation. Professionals should remember that the story around the technology matters as much as the technology itself.
- Educate both teams AND audiences. Professionals must also understand how audiences perceive AI choices and anticipate reputational ripple effects. AI can make a brand look innovative (or inauthentic) depending on how it’s used.
AI is a powerful tool, but it doesn’t come with built-in ethics. These two cases prove that innovation without intention risks becoming empty spectacle, or worse, reputational damage. Professionals should see AI as a bridge to honor and enhance creativity while keeping humanity at the center.
Audiences do not want a spectacle, but they want stories that feel real. If AI can help us tell those stories while respecting their soul, then we’re truly in a new era worth celebrating.
The post When AI goes wrong: Lessons from the Sphere and Will Smith appeared first on PR Daily.
