Exploring the Challenges of Generative AI on Public Sector Communication in Europe

Bibliographic Data

ID21224872
AuthorsAlessandro Lovari (0000-0002-5877-467X), Fabrizio De Rosa
Year2025
Volume13
Publication date2025-05-14
Open AccessYes
TypeARTICLE
VenueMedia and Communication (JOURNAL)
Journal identifiersISSN: 2183-2439 • E-ISSN: 2183-2439
PublisherCogitatio (PUBLISHER • PT)
DOI10.17645/mac.9644
OpenAlexW4410285031
LanguageEN
Citations received3
References cited51

This study investigates how emerging digital technologies, particularly generative AI tools, are transforming public sector communication in Europe, highlighting the profound intersection between public organizations, AI, and human interactions. In particular, it explores the opportunities and risks that public sector communicators face as they deal with and integrate digital platforms and AI‐driven tools into their strategies and practices in a contemporary scenario characterized by the spread of disinformation and a growing distrust toward institutions. The article gathers insights from in‐depth interviews with leading public sector communicators working for European governments and EU institutions. Findings reveal that generative AI is seen as a transformative tool for governments and public institutions, with communicators emphasizing both benefits and risks, as well as the importance of adopting ethical practices and new responsibilities toward citizens, institutions, and mass media. From the interviews, generative AI tools emerged as game‐changers in message delivery and content production, demanding greater professionalism and new competencies and skills to integrate these technologies into public sector communication strategies and to counteract the threats posed by disinformation campaigns and platformization. The study provides valuable insights into the evolving role of generative AI in public‐sector communication, addressing the scarcity of research in this field. As the adoption of generative AI becomes inevitable, and policy frameworks like the EU AI Act develop, communicators must ensure transparency and trust to align public sector communication with democratic values and foster meaningful dialogue in new digital‐media arenas. Implications for theory and practice are discussed

Economic geography · Generative grammar · Geography · Linguistics · Political science · Public sector · Sociology · Communication · E-Government and Public Services · Ethics and Social Impacts of AI · Law · Misinformation and Its Impacts · Philosophy

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Open DOIOpen Access