A pioneering study, published online by the University of Zurich and WHO/Europe in the journal BMJ Global Health, has revealed the important and evolving role that Artificial Intelligence (AI) plays in managing emergencies.
The extensive study, which relied on the input of 54 experts from 27 countries, the potential of AI to transform risk communication, community engagement, and the struggle against misinformation during emergencies.
This work underscores the importance, during a time of crisis, of sharing information quickly and accurately. AI algorithms help crunch enormous pools of data from a range of sources, such as social media, news reports, and sensors, to find and confirm key details about a developing event.
This feature provides emergency responders and public health authorities with real-time situational awareness — a critical component in the coordination of emergency response and resource allocation.
Additionally, the study demonstrates AI’s capacity to customize communications for diverse populations and guarantee that important information is communicated to vulnerable citizens in an understandable and accessible manner.
Communication trends can be analyzed by AI algorithms to detect common rumors and misinformation and for countering with targeted messaging that “debunks” untrue narratives and offers accurate information updates.
This is especially crucial when dealing with “infodemics,” where harmful misinformation quickly metastasizes, sowing doubt about what is known, marauding sound public health efforts and inciting panic.
The research also looks at the ethics of using AI in contexts as sensitive as this. “Governance — effectively, who makes the rules of the road — will likely wind up being the single most important factor in ensuring the ethical use of artificial intelligence,” wrote experts who were represented on an A.I. policy task force.
They warned that biases in algorithms or the delivery of poorly targeted information could unwittingly harm those in need or perpetuate misinformation.
Dr. Daniela Mahl, a co-author of the study from the University of Zurich, said that there should be a balanced approach in using it, and that AI “could either help or hinder public health responses, and its potential impact will very much depend on how it’s governed and put to work.
And the boundary between innovation and harm is perilously thin, especially in high-stakes emergencies. Our results highlight the importance of clear principles and strong intersectoral cooperation to guarantee that AI truly supports health communications.”
The study ends with a list of principles and action items for the responsible and inclusive use of AI in ERM and infodemic management. Recommendations include educating health system leaders on AI literacy, ensuring inclusivity and accessibility in AI applications, and promoting international collaboration to govern these innovations ethically and responsibly.
“We believe this work represents an important advancement in understanding, and therefore leveraging AI in improving, our ability to manage information when crises strike, and can help make us better prepared and responsive in such scenarios, enhancing public safety.”
