AI in Public Affairs: without knowledge and skill, there is no impact

Only a few years ago, AI was seen mainly as a technological promise. Today, it has become a fixed element of daily work (and life) for many professionals. The same is true for Public Affairs. AI offers a wide range of possibilities and performs tasks at a speed that was simply unimaginable before.

What stands out in discussions about AI is that one question dominates: how much of our work will it take over. Understandable, but it misses the core issue. The real question is how we can use AI in a way that strengthens our strategy, deepens our analysis and increases our impact. And that requires more than a tool that can produce clever output. It requires professional skill, critical thinking and the ability to steer, interpret and challenge AI effectively.

AI changes the work, but not the Public Affairs profession

Public Affairs remains a discipline defined by interpretation, political sensitivity, context and relationships. AI can do many things, but it understands nothing by itself. It can recognize patterns, generate text and identify connections, but it lacks the political instinct needed to judge what is relevant, why something happens and what the implications may be.

This is precisely what makes this technological development so interesting. AI offers enormous opportunities, but only for professionals who know how to use it effectively and responsibly. Those who apply AI without political expertise or without asking the right questions will get answers that sound convincing but have little real value. And that is not harmless. In Public Affairs, a poor assessment can have major strategic consequences.

AI as a foundation for effective strategy and insight

When used properly, AI can significantly strengthen the impact of Public Affairs professionals. It helps navigate policy information faster, identify new developments, explore scenarios and explain complex issues more clearly within the organization. This goes beyond efficiency. AI creates space for the work where Public Affairs truly adds value: advising, weighing interests, interpreting developments and thinking strategically. Professionals who can steer AI effectively and challenge its output are able not only to work faster, but also to substantiate their advice more convincingly and position themselves more strategically.

At the same time, there are clear risks. AI often presents information with great confidence, even when that information is inaccurate or incomplete. It frequently lacks political nuance, fails to recognize sensitivities and has no understanding of context or intent, which can quickly lead to incorrect conclusions in our field. Confidentiality and careful data handling are also critical. Not every tool is suitable for every type of information, and uncertainty about how data is used requires conscious choices and clear internal guidelines.

Substantive expertise as a prerequisite for AI

What is often overlooked in the AI debate is how essential substantive expertise is to use the technology effectively. Public Affairs revolves around context, timing, interests and political dynamics. AI can analyze texts or generate scenarios, but it cannot understand the dynamics within a parliamentary group, why a certain policy letter is published at a specific moment, or which sensitivities shape a dossier. This makes it crucial that Public Affairs professionals not only understand how to guide AI, but also have sufficient substantive depth to assess, correct and strategically interpret its output.

At Public Matters, we see the need for this combination growing rapidly. We combine deep political and policy expertise with practical experience in AI and help organizations connect these two perspectives. As a result, AI becomes not just faster and more efficient to use, but also more reliable and strategically meaningful.

How Public Matters can support organizations

Every day, we work with Public Affairs professionals who want to take the next step at the intersection of politics and technology. We provide hands-on training for PA professionals on the effective and safe use of AI, help organizations integrate AI responsibly into their workflows and advise on developing a strategic vision for AI within the Public Affairs function.

Because every team works differently and every dossier has its own sensitivities, we always work fully tailor-made. Not to automate processes or replace work, but to enable Public Affairs professionals to operate more strategically, more sharply and with greater impact. When AI is thoughtfully embedded in daily practice, it creates space for stronger analysis, better positioning and greater strategic agility.

AI will not replace the work of Public Affairs professionals. As long as political decisions are made by people, our profession will remain grounded in relationships, interpretation and insight. But professionals who can combine AI with political expertise will be able to look further ahead, act more quickly and advise more convincingly. The potential of AI in Public Affairs is not determined by the technology itself, but by the way we choose to use it. Those who invest seriously now will gain a clear advantage in the years to come.

Are you interested in what AI could mean for your organization? Find out more about our offering or feel free to contact Bas Batelaan or Paul Schrama.