Artificial Intelligence has introduced complex dilemmas, balancing data-driven insights with human ingenuity and profoundly impacting various sectors

The growing tentacles of AI have become a push factor for change, innovation and disruption in the borderless world that we live in today. AI tools, processes and its vast architecture have been billed as game changers, influencing a vast range of stakeholders including policymakers, Governments, multilateral bodies, agencies and institutions, which are responsible for carving out the road ahead. The debate today hovers around whether AI has become a disruptor or a transformative catalyst leading to a new normal, which is unpredictable, tech-driven and bereft of the necessary human connection. It has disrupted the new normal driving the communication engagement matrix to a terrain that at times is daunting, unpredictable, spontaneous and instant.In the given context, it is important to understand that AI has truly created layers of dilemma, a tug-of-war related to ideas, content, data analysis and the conflict between human minds and data-driven mindsets. We are in a situation perhaps where we over-depend on machines, their learning tools & predictability leading to an ecosystem that is technology savvy, the behaviour of stakeholders being driven by data metrics and accompanying models and influenced by the power of prediction.The impact of AI has been profound in several areas, as the search for the unknown has grown bigger. A report on India’s media and entertainment sector published by EY #Reinventin 2024 mentions that AI can provide an Rs 450 billion boost to the Indian M&E sector by 2027. The report also mentions AI and especially Gen AI - gives it the tools the sector has always dreamed of and can result in a 10 pr cent revenue growth and 15 per cent cost efficiency. AI is now used for measuring the effectiveness of campaigns, the growth of customised solutions for addressing issues, analysing data for data-driven narratives and stakeholder engagement and changing equations in the context of the client-agency relationship. There is a need to balance human competence with tech tools and the fear of the unknown in the future. For AI to succeed its performance indicators must be based on open, transparent and inclusive. Its tools are re-engineered to reflect the spirit of “Oneness”, and “The World is One Family” and the social and economic impact is studied and analysed.

As far as outreach is concerned, the need is to balance the technology push that characterises AI outlining its operational efficiency and the creative quotient of human beings. As a tool for outreach AI supplements outreach with data-focused audience insights which provide practitioners with a feel of audience preferences and behaviours leading to focused and targeted communication strategies.

The data processing of the medium also leads to a better and more comprehensive understanding of stakeholder demographics, dynamics, strategy protocols and audience behaviour.

There is an urgent need to integrate the communication matrix with the broad themes to ensure a seamless operation of both verticals.  AI being futuristic commands the means to create a positive perception of the AI architecture. Some of the themes to be discussed are AI and Machine Learning in communication networks, AI-powered communication networks: Shaping a greener digital future and including other sectors such as health, environment and education. 

In all such discussions, the process of communicating the theme will be critical for both policymakers and practitioners.It is also critical that in the era of change, the continuity of technology is weaved with access that is open and democratic. The benefits of positive change must be beneficial to all through the principle of open sourcing: tools, processes, opportunities and community participation.

There must be standard operating procedures and processes that ensure the standardisation of algorithms, address the frailties of human behaviour and integrate the machine and human mind. Technological advancement is only possible if the gap is bridged between the haves and have-nots. AI as a tool for policy formulation and information dissemination should be based on the strong foundations of adaptability, cohesiveness, inclusivity, access and a proper understanding of the complex and diverse social ecosystem of which we are its key constituents.

As the impact of AI grows across different terrains, the evolution has to be in sync with human abilities and the irreplaceable human trait that characterises outreach.. To ensure a sustainable process, AI needs to follow the five mantras of outreach communication: Being Receptive, Responsive, Responsible and Reciprocal and Reconcile to the needs and requirements of an ecosystem that believes in equity, equal participation, mutual recognition and collaboration. The success of communication depends on the balance between perception, tools and trust i.e. positioned across different platforms and sectors. A model of this nature will certainly ensure a perfect symphony between AI and the communication landscape bringing forth an effective and lasting communication process.

(The writer is a former civil servant. Views are Personal. Inputs by Vaishnavie Srinivasan and Zoya Ahmad)