This research aims to determine the criteria of professional ethics for the use of artificial intelligence in Iranian media. This research is of a qualitative type and its method is thematic analysis and data collection tool is semi-structured interview and King's triple coding processing tool (1998). The statistical population of this research was experts and elites who are well versed in the field of media professional ethics and artificial intelligence. The criteria for selecting academic elites was teaching for more than 5 years in the field of artificial intelligence, media ethics and new media, and in the field of experts, artificial intelligence activists who professionally used new media in their specialized activities. Sampling was carried out in a purposeful way until theoretical saturation of the interview process. A total of 17 people were interviewed. The results showed that the most important ethical criterion in the use of artificial intelligence in Iranian media is transparency in algorithms and decisions, justice and non-discrimination, protection of privacy, responsibility for the consequences of using artificial intelligence and development and sustainability. Also, the criteria of professional ethics in the field of artificial intelligence were determined in order to guarantee the effective and responsible use of this technology. These measures not only help to reduce the social and economic risks caused by the misuse of artificial intelligence, but also increase public trust. The goal is to ensure that this technology is used ethically and for the benefit of humanity. Therefore, it is necessary to implement these principles so that artificial intelligence becomes a positive and productive tool in Iran's media organization.