Глущук Є. - Технології штучного інтелекту у формуванні комунікативних стратегій інституту президентства (2025)

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Glushchuk Eugenia

The Use of Artificial Intelligence in Shaping the Presidency’s Communication Strategies

Abstract: The article analyzes the use of artificial intelligence (AI) in shaping the communication strategies of the presidency. It explores key areas of AI integration, including public opinion analysis, personalized messaging, decisionmaking support, and crisis communication. The advantages of AI in enhancing political communication and strengthening government–society interaction areoutlined. The study shows that for the institution of the presidency, artificial intelligence technologies provide a powerful tool for building modern communication strategies, allowing not only to better understand citizens’ needs and attitudes, but also to interact with them more effectively. The author argues that AI can build public trust in the presidency if applied responsibly. Special attention is paid to ethical challenges, such as algorithmic transparency, personal data protection, and countering disinformation. However, in crisis contexts, it may also become a powerful tool for manipulation and misinformation. The article further examines the risks of using AI to frame socio-political processes, the integration of neural technologies into political decision-making, and the design of policy scenarios. The author concludes that preventive measures, such as data labeling, harmonization of ethical standards, implementation of a "zero trust" strategy, and development of a comprehensive legal framework, are important to mitigate the potential negative impact of AI. Additionally, the prospects for the development of AI in political communication are outlined, in particular, the use of generative models for content creation, automation of responses to citizens’ requests, and forecasting public sentiment. The need for international cooperation to prevent misuse of technologies and ensure their transparent use in democratic societies, is emphasized.

Keywords: presidency, political communication, artificial intelligence, communication strategies, information warfare, cybersecurity.


Author(s) citation:

Cite:
Glushchuk Eugenia (2025). The Use of Artificial Intelligence in Shaping the Presidency’s Communication Strategies. Academic Papers of V. I. Vernadskyi National Library of Ukraine, (74) 204-219. (In Ukrainan). doi: https://doi.org/10.15407/np.74.204

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