A lot of AI, nothing said

On June 14, 1962, the world bid farewell to Marilyn Monroe, the iconic American actress and model. Sixty-four years later, an AI-generated image of her managed to catch the eye of the Pakistani Defence Minister, Khawaja Muhammad Asif, on the social media platform X. This incident was not the main focus of this report however; instead, it delves into the intriguing ways the government of Pakistan employs artificial intelligence (AI) to communicate with its citizens.

In Pakistan, various entities such as brands, political parties, and news outlets are making use of AI to convey messages to the public. It seems, however, that the government primarily utilizes AI merely as a decorative tool to reinforce its intended message rather than to create new content. Pakistan may not be in the forefront of the AI race, but it has certainly embraced it as a means to stay competitive in the digital landscape.

While resource constraints have historically plagued developing countries, the gap in access to cutting-edge technology has virtually vanished, giving all citizens equal access to world-class AI tools.

Despite this newfound access, the extent to which the government utilizes these tools is questionable. In the realm of marketing and communications, there appears to be a significant disparity between quantity and quality. Almost every social media post is subtly or overtly enhanced by AI tools, ranging from images and videos to captions and descriptions.

Government departments and ministries have also adopted AI in their daily operations, producing infographics, static images, and captions. Their usage of AI appears to be limited to demonstrating their access to the technology rather than employing it to grab attention or deliver meaningful content.

A cursory look at official government social media channels reveals that the AI-generated content often consists of generic, clichéd visuals with little creativity or depth. For instance, a post about youth may feature individuals who all look the same, and a post about investment will typically display an upward arrow and a Pakistan flag.

The lack of effort in tailoring the design shows that AI is being used as a replacement for design rather than as a tool to enhance it. This issue is particularly pertinent for a government, as it sets the tone for how citizens perceive and trust official sources.

While AI may not have created the problem of subpar government communication, it has certainly accelerated the dissemination of weak content. Government efforts often mirror those of private brands, relying on stock photos and templated graphics. Consequently, the absence of a second thought or art direction in AI-generated content can undermine the government's credibility.

Social media users, however, are not oblivious to these shortcomings. Most AI content that supports the government's narrative tends to fall into two categories: propaganda or political content. Although this tactic may yield short-term engagement on platforms like X, it fails to significantly impact the broader public narrative. A well-executed AI-generated propaganda video might garner significant reposts, but its lasting effect is minimal.

However, there is potential for AI to revolutionize communication when employed effectively. In recent years, the Iranian government's media outlet, Explosive Media (Akhbar Enfejari), garnered global attention for its AI-generated Lego-styled short social media videos that humorously criticized the United States during the Iran-USA war.

These videos showcased the potential of AI when used with precision and purpose. Pakistan, home to 60+ distinct languages, can leverage AI to translate dense government policies into simpler language—both in text and audio form—for those with limited literacy or residing in remote areas.

Countries like India have already made strides in this direction with BHASHINI, their AI-powered language-translation platform. Launched in 2022, BHASHINI supports voice-based services in 23 Indian languages, text translation in 36 Indian languages, and provides translation services for 35 international languages. The platform is used for government websites, citizen services, public events, and even live speeches.

While Pakistan should not simply replicate the Indian model, it can certainly learn from India's approach to ensuring that people are understood and can understand their government.