REGINA — Concerns have been raised about a Regina non-profit using AI in its social media posts, with the Al Ritchie Community Association (ARCA) using the tool over the last few months to help get the word out about its cause and programs.
“With the onset of programs we have, this is allowing us to use some AI to try streamlining things for us; it has been extremely useful for us,” said Denis Simard, executive director of ARCA.
Like many non-profits, money can be tight when relying on community grants and donations to operate. This year alone, ARCA has submitted $5 million in grant requests, while the organization operates with only five staff members who have multiple responsibilities.
“From my personal situation here at the Al Ritchie. I'm the executive director, but I'm also the head of the marketing department. I'm the finance department. I'm in a multitude of departments. And so it is not uncommon for me to have an 18-hour day.”
Simard said the situation is unfortunate but noted that AI is currently the best tool at their disposal. However, its use has led to ARCA receiving opposition messages, emails and texts.
“There was strong language and tone in the message, which is unfortunate, but people feel very strongly about their opinions.”
Simard said he has reached out to AI policy experts for guidance on the best ethical approach to using the technology.
“We're trying to make this as 100 per cent factual as we can in everything that we're putting out publicly.”
While Simard said the organization’s intentions are in good faith, he personally apologized to those who may have lost faith in ARCA.
“We've lost people, and for us we're sorry that people have chosen to turn away from us.”
Brian McQuinn, co-director at the University of Regina's Centre for Artificial Intelligence, Data and Conflict, said organizations should not feel that AI needs to be entirely avoided if used properly.
“Used carefully, AI can increase the capacity of a small organization; used carelessly, it can harm their reputation.”
McQuinn said people’s perspective on AI use should depend on its intention.
“A small nonprofit using AI to help draft a post, translate material, or reduce an administrative burden is very different from creating the impression that something came directly from staff or community members when it did not.”
Meanwhile, Simard said ARCA is open to exploring alternative solutions to help spread the word about the organization.
“We're genuinely open to working with designers, photographers, writers, communication professionals, anyone who could provide consistency, scale and volume of work.”
But that collaboration requires more funding, which is why community support is essential to ARCA.
“We have our biggest fundraiser coming up on August 29th, Rock the Richie, which can help change our model and hire a communication co-ordinator.”
The trouble is, ticket sales have struggled due to the AI posts.
“A lot of the backlash, unfortunately, has made a lot of people feel like they shouldn't be supporting us and not buying tickets and not coming to the fundraiser. I would really hate that the outcome of this moment in time is that we will be taking away from the support that we absolutely need,” said Simard.
He added, “We really need the community to step up and support us.”
