Effective and timely communication is a challenge that local governments continually struggle with. However, as artificial intelligence (AI) becomes more integrated into marketing technologies, those scalability struggles are becoming more manageable. Through channels like automated text messages and personalized email campaigns, AI is revolutionizing how governments interact with their communities, making information more accessible, timely, and effective.

Automated Text Messaging for Real-Time Updates

Often, the messages that are the hardest to get in front of residents are tied to an urgent event or upcoming deadline. After all, website updates may go unnoticed, and an email may not get opened until after the relevant time has passed.

This is where cities are utilizing AI and SMS text messaging to bridge the gap with timely, to-the-point messaging.  

Examples of common topics that are a good fit for this channel run the gamut from emergencies to events, like:

• Emergency alerts, including weather warnings, safety updates, and missing persons notices.
• Transportation information, including road closures, traffic updates, and public transportation changes.
• Event notices, like festivals and parades, arts programs, and parks and recreation events.
• Program updates, like summer camps, senior citizen programs, and community food banks.

With the help of AI, cities can distribute these messages through targeted, automated text messaging. AI-driven systems can utilize recipient data to determine relevant recipients, and generative AI can help craft, personalize, and even translate messages at scale, ensuring residents get the right information at the right time.

Cary, North Carolina’s AI-driven text messaging system is a great example of a successful implementation of this strategy. Through robust segmentation and machine learning, the system determines which residents are most likely to need specific information based on their past behavior and preferences. If a resident has attended community events, they might receive alerts about upcoming events. Similarly, if a resident has a history of reporting safety concerns, they might receive more updates about safety measures.

This targeted, automated approach ensures that the city’s texts reach an audience who is most likely to be engaged and interested in the content of the messages.

Personalized Email Campaigns

For many years, cities have used email newsletters to distribute longer, detail-rich information to residents. With AI, however, cities are taking email newsletters to the next level; by analyzing demographics, engagement, and preferences, local governments can personalize their email newsletters, optimize recipient segments, topics, and send times, and increase the likelihood that their messages will be read and acted upon. Ensuring accessibility is also easier than ever, as AI capabilities are used to translate messages and create more accessible messages for vision-impaired recipients.

One standout example of email newsletter success is the city of Boston. The city offers a robust number of email newsletters — nearly 40 in total — on a variety of topics ranging from city updates to specific neighborhoods, transportation routes, and more. The city is able to segment its email list based on factors such as age, location, and past interactions with city services, making those newsletters more targeted and effective. This data-driven approach has led to a more connected and informed community, with residents more likely to participate in local initiatives and provide feedback.

Ensuring Consistency Across Departments

One of the biggest challenges of implementing AI multi-departmental, multi-audience marketing settings is consistency and accountability. In order to be effective, any messaging– even AI-enabled messaging– must be consistent to the city’s voice and true to the audience. In addition, the implemented tools must be reputable to ensure accuracy, professionalism, and compliance.

To mitigate this, cities might procure or approve multi-account digital marketing software, rolling it out across all departments and teams, so that AI can be applied responsibly, and the city’s messaging styles can remain consistent across all departments and audiences.

Conclusion

Municipalities have the opportunity to not only implement AI tools to personalize their communications and strengthen resident relations, but to help manage those tools and implement them across city departments and programs, as well. This can transform city communications, providing opportunities for individual government programs to interact in more personal, focused ways with their residents.

As local governments continue to adopt and refine these technologies, we hope to see a more connected and engaged community where residents feel heard and supported. The future of government communication is bright, and AI is leading the way.

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