Personas with a purpose: Ethical implications of AI chatbots in public communication

Generative AI (GenAI) technologies are revolutionizing public communication, offering users personalized interactions that range from customer service to mental health support. However, the ethical implications of how these technologies are framed and presented remain under-explored. This study seeks to investigate the impact of chatbot personas—specifically, how the labeling and associated personality of GenAI chatbots influence user interactions, trust, and decision-making.