Transforming public sector content with AI

In an era where technology continues to redefine the way we live and work, public sector organisations, including local authorities, are increasingly turning to artificial intelligence (AI) to streamline their operations and enhance citizen engagement. In fact, in our latest Digital Self-Service in the Public Sector report, we found that 40% of public sector organisations are planning on using AI in the next 12 months to deliver their digital self-service initiatives, an increase by 11% year-on-year. One notable area where AI is making a significant impact is in content creation, as detailed in a recent case study we published on West Berkshire Council, who are currently exploring different ways of using AI to assist the council in automating content creation and enhancing case management. In this blog, we will delve into five key ways public sector entities, inspired by West Berkshire's exploration of AI, can leverage these technologies to create content efficiently and improve citizen engagement.

Automated Content Generation

The traditional process of creating reports, announcements, and newsletters often involves a considerable amount of manual effort. AI-powered tools now offer a solution to this challenge by automating content generation. These tools can create standardised content based on predefined templates, saving valuable time and resources for local authorities. Automated content generation ensures consistency and accuracy in communication, allowing public sector organisations to focus on more complex tasks. West Berkshire leveraged the power of AI to create draft job advertisements based on data inputted in their request-to-recruit form. During the development of this process, the council created a fine-tuned model by training ChatGPT on sample job adverts, tailoring its output to match the preferred style of West Berkshire Council.

Personalised Citizen Communication and Readability Enhancement

AI algorithms have the ability to analyse citizen preferences, enabling public sector organisations to deliver tailored content through various channels such as emails, notifications, or website interfaces. By understanding individual preferences, authorities can ensure that citizens receive information that is relevant to their interests and needs. Furthermore, AI algorithms can adapt content readability levels, making information easily comprehensible for diverse audiences, including those with literacy challenges. This personalised approach enhances citizen engagement and ensures that information reaches a broader and more inclusive audience. Drawing from West Berkshires experience through using the GOSS Digital Platform and ChatGPT integration, the council are now able to automatically rewrite inputted text so that it's relevant and appropriate for the selected reading age. This is particularly prevalent when creating emails or PDFs for groups of people with varying reading ages.

Language Translation and Localisation

In multicultural societies, effective communication requires content to be available in multiple languages. AI plays a crucial role in facilitating efficient translation and localisation of content. Public sector organisations can use AI tools to break down language barriers, making information accessible to diverse communities within the region. This not only fosters inclusivity but also ensures that citizens, regardless of their primary language, can engage with the content in a meaningful way.

Automated Social Media Management

Social media platforms have become integral to public communication, providing an avenue for authorities to engage with citizens on a more immediate and interactive level. AI tools assist public sector organisations in managing their social media presence efficiently. From scheduling posts to analysing engagement metrics and suggesting content strategies, AI streamlines the entire social media management process. This enables local authorities to improve outreach, connect with citizens, and stay responsive to community needs. As a result of West Berkshire's automated request-to-recruit form, the AI integration also has the option to create a LinkedIn post advertising the job vacancy based on the inputted data. This process has helped save significant time and money, enhancing the council's recruitment process.

Redaction of Sensitive Information

Protecting sensitive information is paramount for public sector organisations. AI-based redaction tools offer a reliable solution to ensure that sensitive data in documents, reports, or communications complies with privacy regulations. These tools automatically identify and redact sensitive information, safeguarding citizen privacy and maintaining the trust of the community. This use of AI not only enhances data security but also ensures that public sector organisations remain compliant with stringent privacy standards. As explored by West Berkshire, AI can seamlessly redact sensitive information such as personal details, dates, or locations from text input. This has served as a valuable plug-in for processes that involve removing sensitive details information from information that shouldn't be disclosed to the public before its publication, such as freedom of information requests.  

Conclusion

The integration of AI into content creation processes has the potential to revolutionise how public sector organisations communicate with citizens. From automated content generation to personalised communication, language translation, social media management, and sensitive information redaction, AI offers a range of tools that can significantly improve efficiency and effectiveness. As we explore the powerful and transformative potential of AI in public sector communication, the examples from West Berkshire's journey serve as a practical guide for other local authorities that continue to explore innovative ways to enhance citizen engagement.