Use of Big Data, Artificial Intelligence and Other Emerging Technologies in Public Health Communication Campaigns: A Systematic Review
DOI:
https://doi.org/10.52152/RCR.V13.3Keywords:
Public Health, Emerging Technologies, Artificial Intelligence, Communication Campaigns, Systematic ReviewAbstract
Introduction: Public health campaigns have begun to employ various emerging technologies such as artificial intelligence (AI) and Big Data for their design, implementation, and evaluation. These technologies offer new opportunities to enhance the effectiveness of health communication strategies by enabling more precise audience segmentation, personalized messaging, and real-time impact assessment. However, despite their potential, their application in public health campaigns remains a relatively new field of study. This systematic review aims to identify and analyze the scientific literature that examines the role of these tools in optimizing communication strategies aimed at promoting healthy behaviors and attitudes among the population. Methods: Following the PRISMA methodology, 129 potentially relevant articles were initially identified from the search in the WOS, Scopus and PubMed databases. However, only 18 met the established inclusion criteria. Results: We identified a scarcity of scientific articles focused on presenting findings on the application of emerging technologies in public health campaigns. Most of the research focused on the use of these tools for audience segmentation and impact assessment, while their use in campaign design was a minority. Conclusions: This study supports the usefulness of the application of these technologies at any stage of the campaign implementation process, and presents some limitations that can help optimize this approach and improve the reach and effectiveness of public health communication strategies.
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