Do Communication Managers Trust AI Fact-Checking? An Examination of Ethical Decision-Making, Credibility, and Fact-Checking Behavior

Artificial intelligence (AI) is transforming how people consume information online, raising ethical concerns about misinformation, accountability, and trust. As AI-generated content proliferates, communication leaders are increasingly tasked to verify content, making fact-checking an ethical and professional responsibility. This study examines how ethical decision-making and perceived credibility shape communication managers’ (N = 335) use of AI-powered verification tools. The study’s findings show AI ethical anxiety, a facet of ethical decision-making, predicts fact-checking behaviors. Perceived credibility moderates the relationship between ethical anxiety and use of fact-checking websites but not AI-powered fact-checking. Findings highlight the importance of understanding the ethical drivers behind AI fact-checking practices.