“Negative content often drives engagement, and then the algorithms will actually boost that even more” Professor Aphra Kerr
The latest episode of ADAPT Radio takes a hard look at how artificial intelligence is transforming the landscape of public discourse through the spread of digital propaganda. Featuring insights from media historians Professor Aphra Kerr and Dr. Nelson Ribeiro, the discussion centres on the growing use of AI to create and distribute disinformation that is hyper-personalised and politically polarising.
Drawing on recent examples from Ireland and Spain, the experts highlight how false narratives rapidly gain traction online, often targeting specific demographic groups. They call for urgent action in media literacy education, stronger regulation, and a broader societal response. The discussion also underscores the role of universities in equipping students with both technical skills and ethical awareness to confront these challenges.
Professor Aphra Kerr is a senior adviser at the UCD Centre for Digital Policy and a co-PI at the ADAPT Research Centre, while Dr. Ribeiro is Vice-Rector at Universidade Católica Portuguesa and coordinates the Doctoral Program in Communication Sciences and the research group “Media Narratives and Cultural Memory” at the Center for Communication and Culture Studies (CECC)
ADAPT Radio: Explainable AI in Action is available now on Spotify, SoundCloud, and all major podcast platforms.
