Pretoria: While artificial intelligence (AI) has the potential to transform the way government communicates with its citizenry, its adoption must be ethical, inclusive, and rooted in African realities. This is according to the Head of Digital Communications in the Presidency, Athi Geleba, who was speaking at the annual Women in Media and Communication panel discussion hosted by the Government Communication and Information System (GCIS) on Tuesday.
According to South African Government News Agency, the session, hosted in partnership with the Tshwane University of Technology (TUT), was held under the theme: ‘Leveraging the use of AI in Education, Media and Communication.’ Geleba emphasized that her experience in digital media has shown how AI is reshaping society, work, and communication. She noted that AI can assist the government in improving operational efficiencies and effectively responding to service delivery challenges. Geleba cited Google-led research, advocating for an AI future in Africa that is acce
ssible, relevant, ethical, and data-sovereign, supported by the African Union’s 2024 continental AI strategy and South Africa’s National AI Policy Framework.
Geleba outlined the potential for AI to enhance multilingual content creation, crisis communication, citizen engagement, and real-time translation of government information. She also highlighted the use of sentiment analysis to enable the government to be more responsive on social media platforms. However, she warned against the risks of excluding poor and rural communities, misinformation, bias, data misuse, and potential loss of public trust. Ethical concerns remain significant because AI carries the potential for bias, misinformation, and disinformation.
The importance of digital skills training for public servants and the integration of AI in government systems was another focal point of Geleba’s address. She stressed the need for transparency in how AI tools are utilized, underscoring that government communications must evolve to meet 21st-century
demands. Geleba called for leadership in digital transformation and policy execution, insisting that the existing frameworks must be implemented effectively.
Geleba also urged young people, particularly women, to embrace AI as an opportunity. She emphasized that solutions must be Africa-led, with local communities contributing to the development of AI applications. This approach, she argued, would ensure that the unique challenges faced by African communities are addressed.
In conclusion, Geleba pointed to the digital shift as an opportunity for government communicators to transform their approach, enabling them to deliver accurate, timely information and make a significant impact. She advocated for building high-performance public service organizations capable of harnessing data and integrating AI to serve society effectively.