Beyond Automation

This study examines the adoption of Artificial Intelligence (AI) in UAE government communication, focusing on ethical governance, professional practice, and organizational acceptance beyond automation. Guided by the Technology Acceptance Model (TAM), the research investigates the perceptions of communication professionals and decision-makers concerning AI’s ease of use, usefulness, ethical value, and infrastructural requirements. A qualitative methodology was employed, combining in-depth semi-structured interviews with 11 participants. NVIVO software was used to conduct thematic analysis, where the merging themes were identified and presented in the form of a frequency table and cloud map. Findings indicate that AI is widely viewed as a transformational tool that enhances communication effectiveness, personalization, and responsiveness. Participants identified practical AI applications such as predictive analytics, chatbots, automated translation, and sentiment monitoring as instrumental in facilitating citizen engagement. These tools align closely with national initiatives like the UAE AI Strategy 2031. Despite the promise, several barriers to widespread adoption were identified, including skill gaps, cost constraints, organizational resistance, and data-quality. Ethical concerns related to transparency, accountability, privacy, and cultural sensitivity emerged as critical factors influencing public trust and responsible AI use. The study concludes that AI should be seen as a complement to human expertise rather than a replacement, enabling a hybrid model of communicative action. While the UAE benefits from advanced digital infrastructure and strategic alignment, sustainable implementation of AI in government communication requires investment in training, robust ethical governance, and cross-departmental collaboration.

Cloud computing · Perception · Qualitative research · Strategic Communication · Technology Acceptance Model · Thematic analysis · Transformational leadership · AI in Service Interactions · Ethics and Social Impacts of AI · Organizational and Employee Performance