Artificial Intelligence in Public Health Communication: Opportunities, Risks, and the Need for Ethical Guidelines

Artificial Intelligence in Public Health Communication

Artificial intelligence (AI) offers valuable support for public health authorities, especially in managing risk communication and combating false information during health emergencies. A recent study by the University of Zurich and WHO/Europe examined how AI can improve public messaging while emphasizing the need for strong ethical safeguards to maintain trust and safety.

This study, featured in BMJ Global Health, gathered insights from 54 experts across 27 countries, marking the first broad international effort to assess AI’s role in risk communication, community engagement, and infodemic management (RCCE-IM).

Improving Risk Communication and Managing Infodemics

Health crises often bring confusion, especially when scientific knowledge is still evolving. This confusion can discourage protective behaviors and harm public health outcomes. The study highlights that AI tools can help authorities customize health messages for diverse populations, monitor public concerns in real time, and expand the accessibility of health advice in multilingual and underserved communities.

However, AI's deployment carries risks. Issues such as algorithmic bias, breaches of privacy, and exacerbation of health inequalities are real concerns. Poorly targeted messaging or careless data use can unintentionally harm vulnerable groups or fuel misinformation.

Cristiana Salvi, Regional Adviser for Risk Communication, Community Engagement and Infodemic Management at WHO/Europe, stated, “False information can spread quickly during emergencies and seriously affect lives. AI can identify harmful narratives early and deliver accurate information to relevant audiences. Still, innovation must never come at the expense of public trust or safety.”

Dr Daniela Mahl, co-author and researcher at the University of Zurich, added, “Whether AI supports or undermines public health depends on governance and implementation. Clear principles and cross-sector collaboration are essential to ensure AI strengthens communication efforts without causing harm.”

Principles for Responsible and Inclusive AI Use

The study proposes practical steps for the responsible use of AI in public health communication, including:

• Establishing clear governance frameworks
• Training health professionals on AI tools and ethics
• Ensuring inclusivity and accessibility in AI applications
• Promoting international coordination to manage AI fairly and transparently
• Enhancing collaboration across sectors to adapt AI tools to various cultural and regional contexts

Dr David Novillo Ortiz, Regional Adviser for Data, Evidence and Digital Health at WHO/Europe, said, “Introducing AI in risk communication isn't just a technical upgrade. It requires rethinking how we design, test, and implement interventions to ensure AI insights lead to timely, ethical, and actionable outcomes. Investing in ethical AI solutions is key to building public trust, especially in complex emergencies.”

Aligning AI with Regional Health Strategies

The study aligns with WHO/Europe’s latest emergency strategy, Preparedness 2.0, which places risk communication and infodemic management at the center of emergency response. Strengthening digital literacy and governance in health sectors is a priority under the Regional Digital Health Action Plan for 2023–2030.

This plan encourages innovation in predictive analytics and AI applications, with a special focus on managing misinformation. Executives and communication leaders should consider these frameworks when planning AI integration into public health strategies.

For professionals looking to deepen their understanding of AI’s practical applications in communication and management, exploring specialized training can be valuable. Resources like Complete AI Training’s latest courses offer targeted knowledge that can help teams implement AI responsibly and effectively.