Harnessing AI for the Public Good

By Evan Kropp

As with all great leaps forward in technology, the debates over the best uses of artificial intelligence will happen concurrently with its swift adaptation by organizations that want to become more efficient. From creating marketing messages to speeding up routine tasks, AI is changing the way organizations work. This transition includes those advocating for social causes.

For professionals who focus on public interest communication, the ability to use AI effectively and responsibly can make a significant difference. The rise of AI for social messaging offers exciting new opportunities.

AI tools can help public interest communicators better understand their audiences, assist with content development, and measure success in real time. Yet alongside these advantages come serious questions about privacy, bias, and transparency. Managing these complexities is essential for anyone aiming to harness AI in the service of the public good.

Smarter Audience Insights Through AI

It is essential to understand at the outset that AI should support human efforts, not replace them. But it can assist in many ways, starting with one of the most critical aspects of social messaging: understanding the audience. This is where AI truly shines.

Using tools powered by machine learning, communicators can analyze vast amounts of data to uncover behavior patterns, sentiment trends, and even emotional responses. This analytical capacity goes far beyond traditional demographics, allowing for hyper-specific targeting based on values, concerns, and engagement habits. AI can also analyze these vast data sets much faster than a human.

Leaders in this movement are using AI to test messages and fine-tune delivery methods based on predictive analytics. In the area of AI for social messaging, this means being able to anticipate how different audiences will react to a message before it’s even launched. That can save time, money, and resources while improving impact.

Automating Content Creation and Distribution

AI is also revolutionizing how messages are created and shared. Natural language generation tools like ChatGPT can assist human writers in developing copy. Video tools can produce dynamic visual content quickly. While AI remains in the beginning stages of both of these areas, it still holds great promise.

The 2025 trends report from the Public Relations Society of America notes that communicators are now using AI not only generate content, but to optimize it across channels. Algorithms can determine the best time to post, suggest headline variations, or adapt the message format for each platform. This streamlined process allows teams to focus more on strategy and less on manual execution. 

The report warns, however, that accuracy is more important than ever. It notes that “accuracy will emerge as a key PR trend amid the rising challenge of disinformation. With misinformation spreading rapidly, public relations professionals play a vital role in promoting truthful narratives, including combating false information.”

Ethical Concerns and Responsible Use

Public interest communication professionals are especially important in helping maintain a flow of accurate, transparent information to readers.

As promising as AI for social messaging may be, it also raises serious ethical concerns. AI systems are only as unbiased as the data they’re trained on. In many cases, that data reflects societal inequities. For public interest communicators, this can lead to messaging that unintentionally excludes or misrepresents the very communities they aim to support.

Transparency is another key issue. If a message is written by AI, should that be disclosed? What if deepfake videos are used to dramatize an issue? There is a growing need for communicators to establish ethical guidelines for AI use. Building trust means being upfront about how AI is used and ensuring that the technology supports, rather than undermines, authentic engagement.

The integration of AI for social messaging is ultimately about impact. When used thoughtfully, AI can help public interest organizations reach the right people, with the right message, at the right time. But AI is not a replacement for human judgment. 

It’s a powerful tool that is dependent on the values and intentions of the people using it. Communicators must balance innovation with empathy, data with lived experience, and automation with authenticity. Only then can AI truly serve the public good.

Learn to Lead in AI-Driven Communication

For those seeking to lead in this emerging space, the University of Florida’s online Master of Arts in Mass Communication with a specialization in Public Interest Communication provides the skills to use AI responsibly and effectively.

The program prepares students to drive social change through strategic communication rooted in research, ethics, and innovation. Students explore message development, campaign design, audience analysis, and digital tools, including how to incorporate emerging technologies like AI in the service of the public. 

The program is a good fit for those motivated to become tomorrow’s leaders in public interest communication at nonprofits and government agencies.

Posted: November 19, 2025
Category: UF CJC Online Blog
Tagged as: artificial intelligence, Evan Kropp, public interest communication