The University of Johannesburg hosted the fourth Social Media Summit for Government on 8-9 July 2026, bringing together government communicators, policymakers, and digital leaders to examine how artificial intelligence is changing citizen engagement. Organised by Decode in partnership with the Johannesburg Business School and endorsed by PRISA, the summit ran under the theme Artificial Intelligence + Human Intelligence.
Philasande Sokhela, Senior Manager at the JBS Centre for African Business, said AI was an extension of human intelligence and urged Africa to take a leadership role in the AI revolution. "The question we should be asking ourselves is: is Africa a mine, a market or a maker in the digital economy? Africa should lead parts of the AI revolution. That is why gatherings like this one really matter," he said. Sokhela added that trust remains society's greatest competitive advantage, regardless of technological advances.
Trust as the foundation of AI adoption
"No matter how advanced technology becomes, society will always depend on something more important: trust. Trust in institutions and leaders and the information we consume. That is why human intelligence will remain our greatest competitive advantage," Sokhela said. Lorato Tshenkeng, founder and CEO of Decode, acknowledged the risk of AI displacing roles but encouraged communicators to treat it as a tool, not a threat. He stressed that ethical decision-making must guide every AI application.
The threat of synthetic media and deepfakes
Dr. Caroline Azionya, President-Elect of PRISA, warned that AI-generated synthetic media is being weaponised for criminal purposes. She cited the low cost of large language models and the rise of unethical spin doctors as factors eroding public trust. A 2025 study found that only 1% of people could correctly identify deepfakes. "As a responsible and ethical communicator, you need to ensure that when you are communicating, you create value and do not bring harm to a society. Accredited systems can regulate who can practice the occupation. This means you can always go back to the source and trace people," Azionya said. She announced that the Africa Declaration, establishing ethical communication practices across the continent, will be formally launched next week.
Turning wire cars into a global event with AI
Alistair King, Vice Chairperson at the Wirecar Philipstown Foundation, showed how his team uses AI to support a community in Philipstown, Western Cape. Through the WireCar GrandPrix Project, they created a short film, a mobile game, and an e-commerce platform to transform a local wire car race into an international spectacle.
A panel chaired by Professor Mandla Radebe, Strategic Communications Lecturer at UJ, explored AI and human intelligence as the new engine of public trust. Panellists included Muzi Dladla, Executive Manager for Stakeholder Management at Sasria.
Why this matters for PR and communications professionals
The summit made clear that AI literacy is now a core requirement for public-sector communicators. Detecting synthetic media, maintaining ethical standards, and using AI to complement human judgment will define career resilience. The Africa Declaration promises to introduce new accountability measures, making accredited, traceable communication practices a baseline. For professionals ready to build these skills, an AI Learning Path for Public Relations Specialists provides structured, practical training.
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