Can AI Improve Public Health Communication?

By Rasit Dinc

Artificial intelligence (AI) is no longer the stuff of science fiction. It is rapidly transforming industries, and healthcare is no exception. From diagnostics to drug discovery, AI is demonstrating immense potential. But what about the critical area of public health communication? Can AI help us disseminate vital health information more effectively, engage diverse communities, and ultimately, improve public health outcomes? The answer is a resounding yes, but it comes with a series of caveats and responsibilities.

The Promise of Personalized Communication

One of the most significant advantages of AI in public health communication is its ability to personalize messaging. Traditional public health campaigns often rely on a one-size-fits-all approach, which may not resonate with diverse populations. AI, on the other hand, can analyze vast amounts of data to tailor health messages to specific demographics, behaviors, and even individual preferences. This personalization can dramatically increase the relevance and impact of health communication, leading to better engagement and improved health outcomes [1]. For example, AI algorithms can segment populations based on various factors to ensure that health messages are culturally appropriate and accessible [2].

Listening to the Public in Real-Time

In our increasingly digital world, public sentiment and health-related conversations are constantly unfolding on social media and other online platforms. AI-powered social listening tools can monitor these conversations in real-time, providing public health professionals with invaluable insights into public concerns, beliefs, and misconceptions. This capability is particularly crucial during public health emergencies, such as pandemics, where rapid understanding of public sentiment can inform response strategies and communication efforts. By analyzing data from social media, mobile apps, and other digital sources, AI can help track health behaviors and evaluate the impact of public health interventions [2].

Combating the Scourge of Misinformation

The digital age has not only democratized information but has also fueled the rapid spread of health misinformation. False or misleading information can have serious consequences for public health, eroding trust and undermining public health efforts. AI can be a powerful ally in the fight against misinformation. AI-powered tools can be trained to identify and flag false or misleading content, helping to curb its spread. Furthermore, AI-driven chatbots can provide the public with accurate and reliable health information in real-time, directly countering misinformation with facts [2, 3].

Navigating the Ethical Landscape

The use of AI in public health communication is not without its challenges. Ethical considerations, such as data privacy, algorithmic bias, and the digital divide, must be carefully addressed. The collection and analysis of personal health data by AI systems raise significant privacy concerns, and robust security measures are needed to protect sensitive information [1]. Moreover, AI algorithms are only as good as the data they are trained on. If the training data is biased, the AI system may perpetuate and even exacerbate existing health disparities [1, 2]. It is also crucial to ensure that AI-powered communication tools are accessible to all, including those with limited digital literacy or access.

The Future is Human-Centered AI

AI has the potential to revolutionize public health communication, but it is not a silver bullet. The most effective approach will be one that combines the power of AI with human oversight and expertise. As Tatiana Lin, MA, director of business strategy and innovation at the Kansas Health Institute, states, “We see the role of AI in health communication as expanding the reach and quality of messages while keeping people at the center” [3]. Public health professionals must remain at the helm, guiding the development and deployment of AI tools to ensure they are used ethically, equitably, and effectively. By embracing a human-centered approach, we can harness the full potential of AI to build a healthier future for all.

References

[1] Miller, M., Sehat, C. M., & Jennings, R. (2024, July 15). Leveraging AI for Public Health Communication: Opportunities and Risks. de Beaumont Foundation. Retrieved from https://debeaumont.org/news/2024/leveraging-ai-for-public-health-communication-opportunities-and-risks/

[2] Panteli, D., Adib, K., Buttigieg, S., Goiana-da-Silva, F., Ladewig, K., Azzopardi-Muscat, N., ... & McKee, M. (2025). Artificial intelligence in public health: promises, challenges, and an agenda for policy makers and public health institutions. The Lancet Public Health, 10(5), e428-e432. Retrieved from https://pmc.ncbi.nlm.nih.gov/articles/PMC12040707/

[3] Nicolaus, T. (2025). Public health communicators finding promise in AI tools. The Nation's Health, 55(9), 1-19. Retrieved from https://www.thenationshealth.org/content/55/9/1.3