AI GOVERNANCE IN DA'WAH ORGANIZATIONS: BUILDING TRUST, ETHICS, AND RELIGIOUS AUTHORITY IN THE GENERATIVE AI ERA

Abstract

The rapid development of generative artificial intelligence (AI) has transformed the production, distribution, and consumption of Islamic religious information. Generative AI can support da'wah institutions in content production, audience analysis, personalized communication, translation, knowledge management, and digital services. However, its increasing role in religious communication raises fundamental managerial and ethical questions concerning information accuracy, accountability, transparency, privacy, human oversight, and the authority of religious knowledge. This article aims to develop a conceptual framework for AI governance in Islamic da'wah by integrating contemporary AI governance principles with Islamic ethical values, particularly maqāṣid al-sharīʿah, amanah, ʿadl, maslahah, and the principle of avoiding harm. This study employs a qualitative conceptual approach through documentary analysis of recent academic literature and international AI governance frameworks. The analysis indicates that responsible AI governance in Islamic da'wah requires five interconnected dimensions: ethical alignment, information integrity, human oversight, accountability and transparency, and stakeholder participation. These dimensions contribute to building institutional trust and maintaining legitimate religious authority in AI-mediated da'wah. The article proposes the Islamic Da'wah AI Governance (IDAIG) Model, positioning AI as a managerial and communicative instrument rather than an autonomous religious authority. The model emphasizes that final responsibility for religious interpretation, validation, and normative decision-making must remain with qualified human scholars and da'wah institutions. The proposed framework contributes to the development of contemporary da'wah management theory by integrating digital governance, Islamic ethics, institutional trust, and religious authority.