Meet Farah, the Jordanian government's brand new digital spokesperson.
AI-generated digital spokespeople like Farah are emerging as efficient tools for governments and brands to explain policies and share information, following earlier examples such as Ukraine’s Victoria Shi and Xinhua’s digital news anchors. However, to be truly useful, these avatars must evolve beyond one-way broadcasts into interactive channels that can answer public queries, since current versions still rely heavily on pre-written, human-verified content.
ARTIFICIAL INTELLIGENCECORPORATE COMMUNICATIONS
9/4/20261 min read
Meet Farah, Jordan’s brand new digital spokesperson.
AI-generated Farah will be used to communicate with the public, complementing existing communications channels to help explain cabinet decisions, clarify policies and share information.
Farah is not the first digital spokesperson to emerge. Ukraine’s Ministry of Foreign Affairs in 2024 launched Victoria Shi, a digital spokesperson designed to deliver updates. And China's state news agency, Xinhua, debuted the first digital news anchors as far back as 2019.
Brands are also in on the act. LG and BMW, for instance, have worked with digital influencers.
So is this what the future looks like? Will we see digital personalities increasingly used by entities to engage and communicate with their audiences? I imagine yes — and why not, especially if it’s an efficient and easily accessible way to get information across to publics and stakeholders.
But to be truly useful, communication must be a two-way street. Digital representatives must be able to not just share standard information, but also interact with the public and answer basic queries. Farah doesn't seem to be quite there yet, and Ukraine's Victoria Shi only transmits statements that are written and verified by real people.
Nevertheless, Farah and her peers represent interesting steps toward embracing the latest technologies to enhance organizational communications.
You can check Farah out here: https://lnkd.in/dy8QEBMc
Fares S Ghneim
Stratetic Communications & Corporate Affairs
Dubai Media City
Ground Floor, Buiding 8
Dubai, United Arab Emirates
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