2024 was an unprecedented year. Over two billion people across at least 50 countries were called to the polls\u2014making it one of the most significant global democratic events in recent history. But beyond the numbers, something else shaped the political landscape: the quiet but real AI-generated disinformation.<\/p>\n
While some misuse of AI tools was observed, there was no substantial evidence of a measurable impact on election outcomes. Still, the experience has prompted communications professionals to re-evaluate their practices, particularly around authenticity, transparency, and ethical standards.<\/p>\n
On Feb. 13, 2025, the European Commission endorsed the official integration of the voluntary Code of Practice on Disinformation<\/a> into the framework of the Digital Services Act (DSA)<\/a>. A welcome step.<\/p>\n As professionals, we\u2019re entrusted with shaping public opinion and advising decision-makers. But our work only thrives in an environment where citizens and decision-makers are informed and engaged. AI doesn’t just challenge how we communicate; it challenges how we educate, listen, and participate.<\/p>\n Ultimately, if democracy is built on dialogue, then everyone\u2014PR professionals, lobbyists, and citizens alike\u2014must commit to keeping that dialogue authentic and accountable.<\/p>\n