Assessing Public Communicators’ Use of Artificial Intelligence as a Tool for Enhanced Service Delivery in Kenya

Abstract

Adoption of Artificial Intelligence (AI) technologies, is a critical enabler of efficiency, responsiveness and innovation. Government communication, which remains central to building public trust and increasing public buy-ins into government policies and programmes, is also undergoing a digital transformation. This has necessitated the understanding of how those driving it perceive emerging technologies like AI. Existing global research indicates AI’s has transformed and eased the delivery of service in sectors such as healthcare, security, insurance, public service and education. Locally, AI studies have primarily focused on private media and digital content creation, leaving a significant research gap on AI use in public sector communication. This study assessed the extent to which Public Communicators at the State Department of Broadcasting and Telecommunications (SDBT) view AI as being useful, easy to use, and potentially challenging, in delivering government communication. Anchored on the Technology Acceptance Model (TAM), this research uncovers perceptions towards AI adoption in daily communication roles such as content creation, media monitoring, crisis response, writing, and citizen engagement. The researcher conducted interviews on nine (9) Public Communicators, purposefully selected at the SDBT. An explorative research design, was deployed and thematic analysis deployed to find that AI technologies embedded in communication tools, were in application within Kenya’s government communication spheres including SDBT. The Research, also found out that the Public Communicators perceived AI technologies as useful and easy to use, however, pointed out ethical concerns of AI misuse and lack of proper policy frameworks to regulate its deployment into government communication activities. As Kenya integrates AI into platforms like e-Citizen, while implementing the Kenya AI Strategy as well, this study recommends the enactment of a policy on AI technology deployment. The research also recommends the development of AI technologies, designed to offer solutions to Public Communicators, further aligning with government policies. Also, the professional development quest among the public communicators, with recommendations to equip them with proper kills to navigate the communication landscape with AI technologies.