AI‐driven perception management and political soft power: Insights from expert interviews

Abstract This study explores the role of artificial intelligence (AI) in perception management as an emerging tool of political soft power. Drawing on the theoretical frameworks of social psychology, strategic communication, and political communication, the research investigates how AI‐assisted strategies influence public perception, image, and trust in the context of modern statecraft. The study adopts a qualitative design based on semi‐structured interviews with 16 experts—eight from psychology and eight from communication fields—selected through snowball sampling. Data were analyzed using qualitative content analysis to identify recurring patterns and thematic structures. The findings reveal four central themes: (1) AI enhances efficiency and precision in perception campaigns, (2) trust and credibility remain critical yet vulnerable dimensions, (3) ethical and governance dilemmas emerge in AI‐mediated communication, and (4) human oversight continues to be essential for maintaining legitimacy. The results suggest that while AI strengthens states’ capacity for strategic influence, overreliance without transparency may undermine the very trust it seeks to build. The study contributes to soft power and communication scholarship by providing expert‐based evidence on the psychological and strategic mechanisms of AI‐driven perception management. Policy recommendations are offered to promote transparency, accountability, and ethical oversight in AI‐enabled diplomatic practices.