AI in Public Affairs

AI is developing at lightning speed and offers Public Affairs professionals major opportunities: faster and broader analyses, optimized monitoring, more efficient writing, and more creative scenario exploration. But to truly seize these opportunities, more is needed than simply having access to tools. Effective use requires clear frameworks, human judgment, subject-matter expertise, and the ability to properly steer, interpret, and critically challenge AI systems.

Public Matters helps organizations do exactly that. We support Public Affairs teams in applying AI effectively, safely, and strategically within their work — and ensure that professionals themselves are equipped to make optimal use of the technology. Always fully tailored and aligned with the needs of our clients.

Our approach: making AI practically applicable for Public Affairs

As a strategic advisory firm with deep expertise in politics, policy, and stakeholder dynamics, we help organizations deploy AI in ways that truly work in Public Affairs practice. We ensure AI is not used as an end in itself, but as a powerful enhancer of existing work — smarter, more effective, and more targeted.

We combine technological know-how with substantive and political expertise: we teach teams not only how to use AI, but also when, why, and with what critical lens. This results in usage that is reliable, effective, and strategically relevant.

We support organizations on three levels:

1. Training & capacity building

We offer hands-on training sessions, workshops, and individual guidance that enable Public Affairs teams to use AI safely, effectively, and with confidence. For example:

• practical use of tools such as ChatGPT, Copilot, and Perplexity;
• drafting strong prompts that lead to reliable output;
• identifying and mitigating risks such as misinformation, bias, privacy issues, and overconfidence in AI output;
• integrating AI into daily tasks such as writing, analysis, monitoring, and scenario exploration.

Our trainings are interactive, practice-oriented, and built on concrete PA experience. Everything is tailored to the team’s knowledge level, organization, and workflows.

2. Implementation in daily practice

We guide organizations in selecting, configuring, and using AI tools within existing workflows and systems. For example:

• supporting the choice and integration of (generative) AI tools in the daily PA process;
• automating or accelerating analysis and writing tasks;
• designing safe and reliable work processes in which human oversight remains central.

The focus is always on practical applicability, quality, and compliance – enabling teams to work responsibly and independently with AI.

3. Strategic positioning & advisory

We help organizations develop a future-proof vision for AI within Public Affairs. We look at, among other things:

• where AI adds strategic value in the PA process;
• governance, ethics, transparency, and guidelines for responsible use;
• role division within teams and decision-making around AI deployment;
• sparring and strategic guidance for leadership, boards, and PA teams.

This ensures that AI is not only used operationally, but is also embedded at the strategic and governance levels.

Why Public Matters?

Connecting technology and Public Affairs expertise

We combine up-to-date knowledge of AI developments with years of experience in political and administrative processes, decision-making, and stakeholder dynamics. As a result, we understand not only what AI can do, but more importantly how it becomes relevant within the public arena.

Practical and responsible

We ensure organizations can benefit from AI’s opportunities without losing sight of risks or nuance. We teach teams how to effectively direct AI, critically assess results, and use technology in a way that is reliable, transparent, and politically sensitive. Human expertise always remains central — AI strengthens, but does not replace.

Cross-sector experience

From energy and healthcare to tech and mobility: we help organizations apply AI to complex dossiers, with attention to substance, political-administrative reality, and strategic interests.

Want to know more?

We tailor every training session, implementation trajectory, or strategy fully to your organization, sector, and needs. Feel free to contact Paul Schrama or Bas Batelaan to discuss the possibilities for your company or organization.