Science Communication in the Age of Artificial Intelligence

A research project of the University of Zurich, funded by the Swiss National Science Foundation (SNSF)

Generative artificial intelligence (AI), with applications such as ChatGPT, is transforming many areas of life, including science communication. This term refers to communication of and about science-related topics to non-specialist audiences, encompassing its production, content, use, and effects.On the one hand, generative AI can facilitate science communication – for example, by helping to present complex content in an understandable way or tailoring it to individual needs. On the other hand, there is a risk that AI produces false or distorted information, thereby contributing to the spread of misinformation.This research project therefore examines the impact of generative AI on the ways in which science is communicated in Switzerland and the changes that result – both now and in the coming years.

Duration
May 2025 - January 2029

Funding
Swiss National Science Foundation (SNSF)

Project Lead
Prof. Dr. Mike S. Schäfer, Dr. Sophia Volk, Dr. Daniela Mahl (UZH)

Project Goals

The project combines different scientific methods – such as surveys, interviews, and content analyses – to investigate current and future developments in science communication in connection with generative AI, as well as how these developments are assessed by relevant actors and stakeholders. Accordingly, the project is structured into five work packages:

WP1: Science Communicators: How do researchers and university communication departments use AI for science communication – and why not (yet)?WP2: Science Journalists & Influencers: How do journalists and influencers use AI in their science reporting – for example, for writing, research, or visualization?WP3: Citizens: How do people in Switzerland use AI to inform themselves about science or to create content themselves?WP4: Societal Debates & Expert Knowledge: What is being discussed in the media and expert circles about AI and science communication? And how do experts from law, ethics, technology, and communication assess these developments?WP5: Synthesizing Results & Developing Action Perspectives: We bring together the findings, discuss them with practitioners, and develop recommendations for effective science communication with and about AI.Repeating these investigations over several years also makes it possible to track changes over time.

To better understand the role of AI in science communication, the first three work packages (WP1–3) focus on five key dimensions:

AI Knowledge: How well do different groups understand generative AI, and where do they acquire their knowledge?AI Attitudes: What are the attitudes of different actors toward AI? Are they open, skeptical, or concerned?AI Interactions: How and how often is AI used, and how do users evaluate its application?AI Impacts: What effects does the use of AI have on individuals, organizations, and society?AI in Organisational Context: What role do rules, access, and organizational attitudes play in shaping the use of AI?

Team

Prof. Dr. Mike S. Schäfer

Professor of Science Communication / UZH

Dr. Sophia Volk

Senior Research and Teaching Associate / UZH

Dr. Daniela Mahl

Postdoctoral Scholar / UZH

Gerta Lokaj, MA

PhD Student / UZH

Xiran Liu, MA

PhD Student / UZH

Damiano Lombardi, MA

PhD Student / UZH

Élodie Peter

Student Assistant / UZH

Output

Academic Publications

  • Kessler, S. H., Mahl, D., Schäfer, M. S. and Volk, S. C. (2025). All Eyez on AI: A Roadmap for Science Communication Research in the Age of Artificial Intelligence. JCOM, 24(02), Y01. https://doi.org/10.22323/2.24020401

  • Volk, S. C., Schäfer, M. S., Lombardi, D., Mahl, D., & Yan, X. (2024). How generative AI portrays science. Interviewing ChatGPT from the perspective of different audience segments. Public Understanding of Science. https://journals.sagepub.com/doi/10.1177/09636625241268910

  • Schäfer, M. S. (2023). The Notorious GPT: Science communication in the age of artificial intelligence., JCOM 22(02), Y02. https://doi.org/10.22323/2.22020402

Podcasts

Advisory Board

The advisory board is composed of renowned scholars from various disciplines as well as experienced practitioners. They accompany the project with their expertise, provide feedback on key stages of the work, and support the
exchange with both practice and the public.

Contact

Sie erreichen uns über das Kontaktformular oder via unten stehender Adresse. Wir freuen uns über Ihre Fragen und Ihr Feedback. dd
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You can reach us via the contact form or at the address below. We look forward to your questions and feedback.Prof. Dr. Mike S. Schäfer
AI & SciComm
Universität Zürich, IKMZ
Andreasstrasse 15
CH-8050 Zürich

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