Charities can use AI to shape public understanding of global issues
Charities have something special to offer in the world of AI. They can become a definitive source of information in the authority economy, argues AI expert Suzanne Begley, co-founder, Make Sense Of It.
The way we consume information online is changing rapidly. Gartner predicts that organic website traffic will drop by more than 50% by 2028. Meanwhile, 80% of consumers already rely on AI-written summaries for at least 40% of their search queries.
Why should this matter to NGOs? When someone searches for information about global poverty or climate adaptation, they’re increasingly likely to read an AI-generated summary rather than clicking through to a website. The AI pulls from various sources to create that answer—and if a charity’s expertise is not easily accessible to these systems, then it won’t be part of the conversation.
For charities already battling public scepticism and funding pressures, these developments might seem like another existential threat. But they represent a significant opportunity for the sector.
Charities can help shape public understanding of global issues
In the early 2000s, forward-thinking NGOs like Oxfam built comprehensive websites and bypassed traditional media gatekeepers. These early adopters gained significant advantages. The AI transformation appears to be following a similar pattern, although at unprecedented speed.
What feels different this time is scope. We’re witnessing a fundamental shift in how humans access information. When someone asks an AI system “Is foreign aid effective?”, the response can shape understanding in ways traditional search never did.
Traditional search and news cycles work against charities
International development has always struggled with media bias towards conflict and disaster. Success stories don’t make headlines. Nuanced progress doesn’t fit news cycles. Meanwhile, Google’s algorithms have historically rewarded fresh, trending content over comprehensive, evergreen research.
AI systems might not share these editorial preferences, although it’s still early to say definitively. They appear to prioritise authoritative, comprehensive answers over “newsworthy” or recently published content. If this pattern holds, the ‘boring’ but crucial work of detailed research, programme evaluations, and systematic analysis could offer NGOs a competitive advantage in this information landscape.
This could free development organisations from the traditional constraints of having to make everything newsworthy to gain attention, or constantly publishing new content to stay visible in search results.
Charities can lead the “authority economy”
In the “authority economy”, becoming the definitive source on the issues matters. However, many media companies are blocking AI crawlers to protect their content and subscriptions.
This opens the door to charities. If major news outlets restrict AI access whilst charity research remains freely available, they will have a crucial advantage in this new AI landscape.
Not all knowledge gets documented
There are still challenges around knowledge and AI. Not all knowledge gets communicated or is accessible to AI systems. Important perspectives and voices can be omitted.
This creates an ethical dilemma: do we engage with imperfect systems that might amplify existing biases, or cede the development narrative to already-privileged sources?
What practical steps can charities take?
This transformation is happening whether we participate or not. AI systems are being trained and deployed globally, and they are shaping how people understand global issues.
The question isn’t whether to engage. It’s whether we’ll help shape the narrative or let others shape it for us.
For organisations facing public scepticism and funding pressures, ceding the AI narrative space could make it more likely that hostile perspectives dominate future conversations. But thoughtful engagement offers the possibility of reclaiming public discourse.
In light of these challenges and opportunities, charities should:
- Start experimenting and test how AI tools might enhance your team’s capabilities and reach
- Consider how AI could help or hinder your mission and public understanding of your issues
- Identify what expertise and insights you have that could benefit from wider reach through AI systems
- Weigh the benefits of AI visibility against risks like losing control over how your work is represented
Suzanne Bagley is the co-founder of Make Sense Of It and the co-author of the AI Playbook for Charities
https://www.make-sense-of-it.com/
