Government communication is undergoing a tectonic shift in the current age of artificial intelligence. Gone are the days of the age-old image of the government press officer typing out press releases. Today, they are being replaced by algorithms, data dashboards, and AI-powered chatbots. Our country, thanks to initiatives such as with its ambitious programs like Digital India, has embraced this shift wholeheartedly, integrating technology into every facet of public outreach.
Today, information dissemination is no more a one-way street. Ministries and departments in the government are making use of AI to tailor messages, gauge sentiment, and engage with citizens in real-time. The “MyGov” initiative is a case in point. What started off as a citizen engagement platform, is today making use of AI to analyse citizen feedback at scale, identify trending concerns, and optimise content delivery in multiple languages. The Narendra Modi app too, driven by analytics, pushes personalised updates to users based on their interests and regional demographics.
The Ministry of Information and Broadcasting has also worked on AI-driven content creation and targeting. With tools that can study in detail the public sentiment on social media platforms such as Twitter or Facebook, ministries tailor campaign messaging in real time. For instance, during the COVID-19 pandemic, real-time feedback helped analyse health advisories for different regions, resulting in localised yet cohesive messaging.
One of the most intriguing innovations is the use of AI for behavioural segmentation. Campaigns these days are no more monolithic. AI models possess the ability to segregate citizens based on their interests, age, socio-economic background, and even emotional triggers. This enables the government to create micro-campaigns — a practice borrowed from corporate PR but now seamlessly adopted into governance.
The emergence of chatbots
Chatbots have emerged as another major front in AI-driven government PR. From chatbots being employed to leverage several central government initiatives to bots launched by state governments during elections and vaccination drives, these AI assistants offer 24/7 information support in multiple languages. Their reach and responsiveness surpass traditional call centres and helplines.
That’s not all. Detection of ‘Deepfake’ and monitoring of misinformation are also being managed by AI now. With fake news spreading faster than fact-checkers can respond, automated systems scan social media to spot false claims, and flag them to teams that issue corrections or deploy counter-narratives. The Press Information Bureau’s Fact Check wing has adopted AI tools to speed up this process.
Digital avatars and voice clones of leaders are now a part of India’s evolving PR playbook. In regional campaigns, AI-generated voices that mimic popular politicians help deliver messages in native dialects, enhancing relatability and recall. The line between PR, tech, and governance is blurring.
The big question
The rise of AI in government PR also raises important questions about surveillance, data ethics and the possibility of echo chambers. If AI tailors messages too well, are citizens being manipulated rather than informed? How do we ensure that the technology remains inclusive, especially for populations with low digital literacy?
Despite these concerns, there is no denying that AI is here to stay. As India continues to digitise its bureaucracy and governance, AI-driven public relations will only grow more sophisticated. From citizen chats to policy propaganda, the Digital Neta now wears many hats — and most of them are algorithmically optimised.
The future of public engagement in India might just depend on how effectively the sarkari PR machine integrates with the intelligence of machines. In short, today the Babu with a pen has now been joined by a bot with a plan.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Before joining Veranda Learning Solutions, Prasad held senior positions at esteemed organizations such as Times of India, CyberMedia, and Deccan Chronicle. His extensive background in the media industry has equipped him with a profound understanding of various facets, contributing to his effectiveness in shaping and executing strategic communication initiatives.
Prasad's strategic approach to communication has played a pivotal role in enhancing the visibility and reputation of the organizations he has been associated with. His proven track record in managing communications for listed enterprises and leading media outlets underscores his expertise in navigating the dynamic landscape of the education sector.
At Veranda Learning Solutions, Prasad continues to bring his wealth of experience and insights to drive impactful communication strategies, further solidifying the company's position as a key player in the education space.
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