Public Relations & AI: the ethically responsible use of generative AI by municipalities

Cause

For years, public sector organisations have faced the challenge of doing more with limited resources. Local authorities are therefore looking for ways to streamline processes whilst continuing to provide a high standard of service. Generative AI is seen as a technology with great potential in this regard.

However, the use of generative AI also raises new questions. What happens to the relationship between the government and citizens when a chatbot becomes the first point of contact? How does a civil servant remain accountable for decisions in which AI has played a role? And what impact does this have on the trust of citizens, businesses and civil society organisations in the government?

Existing guidelines and legal frameworks offer only partial guidance on this. They often focus on risks and compliance, whereas in practice, public service delivery is primarily shaped by relationships between people. PuReAI is therefore investigating how local authorities can deploy generative AI in a relationally responsible manner.

Goal

The aim of the project is to support municipalities in the meaningful use of generative AI, with a focus on the quality of public relations. It explores how desired relational qualities – such as trust, care, accessibility and accountability – can be incorporated into decisions regarding the use of AI.

Ultimately, the project should lead to practical guidelines that enable local authorities to use generative AI in a way that reinforces public values rather than putting them under pressure.

Approach

PuReAI is beginning to document the experiences of local government staff who work in public services and are experimenting with generative AI. The project will examine the opportunities, concerns and dilemmas they experience in their daily work.

Based on these insights, researchers, civil servants and citizens will collaborate to develop a toolkit for relationally responsible AI applications. This will consist of resources such as frameworks, guidelines, design recommendations, ethical tools, checklists and knowledge products.

Within specific municipal case studies, we then investigate how AI applications influence the relationship between the government and citizens. This involves a Research-through-Design approach, in which existing tools are tested, adapted and further developed. We also investigate how the developed methodologies can be sustainably integrated into municipal organisations.

Intended outcomes

PuReAI is developing a practical guide to help municipalities navigate the socially responsible use of generative AI. This provides concrete support when making decisions about the development, implementation and application of AI within public services.

In addition, the project provides new insights into how generative AI influences public relations. In this way, the project contributes to the use of AI that does not lead to greater distance between the government and citizens, but rather to careful, reliable and people-centred public services.

Lead partner

The Hague University of Applied Sciences (HHS)

Research group Philosophy and Professional Practice
Research group Change Management
Research group Civic Technology

Project lead: Chris Detweiler
 

Universities of applied sciences and research partners

• The Hague University of Applied Sciences (HHS)
• Hanze University of Applied Sciences, Groningen
• Amsterdam University of Applied Sciences (Responsible AI)
• Rotterdam University of Applied Sciences
• Sprong Network RAAIT

Municipal partners

• Municipality of The Hague
• Municipality of Leiden
• Municipality of Delft
• Municipality of Rijswijk
• Municipality of Oegstgeest

Knowledge and dissemination partners

• Association of Netherlands Municipalities (VNG)
• Rathenau Institute
• Netherlands Institute for Social Research (SCP)
• Foundation for the Future of Technology (STT)
• Netherlands School of Public Administration (NSOB)

Funding

• RAAK-public