It would be fair to say that the public sector has historically trailed behind private industry when it comes to the adoption of digital tools. This is perhaps understandable; public organisations tend to have smaller budgets, and a broader focus than their industry counterparts, and it has been challenging to launch large-scale transformation projects without disrupting vital services. However, upgrading platforms to make them fit for 2025 and beyond is one of the Labour Party’s core goals. With this in mind, what does digitalisation mean for public affairs and policy professionals, and how is it likely to impact skills requirements in roles moving forward?

The headline-grabbing digitalisation announcement has, thus far, been in relation to the planned upgrades for the NHS app. Many commentators have suggested this move is long overdue and could be key in tackling the ongoing waiting list crisis. Where almost every other sector has already seen the increasing adoption and use of technology, it’s now the public sector's time to modernise and benefit from improved accessibility, reduced costs, and being able to meet the expectations of increasingly digitally-savvy citizens.

It’s not only in the health service where investments are being made, however. Labour plans to introduce a £100 million "innovation fund" to recruit tech start-up workers for 6 to 12-month "tours of duty" in Whitehall. In addition, the Government is aiming to launch digital identity initiatives in the coming years, following the lead of Estonia, which is seen as a pioneer of the single sign-on identification method that enables users to log in to multiple applications and websites with one set of credentials.

It’s important to note, though, that the implications go beyond convenience and there are ethical and security-related questions to answer: how will the Government safeguard sensitive citizen data? And how can public services remain inclusive in a digital-first world? These queries, amongst others, are just some of the key matters that policy and public affairs professionals are expected to tackle.

Digital challenges

The push for digitalisation will likely necessitate the creation of more frameworks to regulate its use, and data protection and algorithmic transparency are both likely to become growing areas of focus for policy and public affairs professionals.

Equally, modernisation efforts will enable the Government and public sector bodies to engage with citizens in new ways, including online consultations, apps, and real-time feedback systems. However, this too creates additional questions for policymakers and there will be a need for significant consideration of the societal and legal implications of adoption. How these bodies will ensure citizens’ voices are heard and digital tools are accessible to all segments of society, (even those reluctant to use or with limited access to technology) also remains to be seen.

Cyberthreats

Cybersecurity will subsequently also become an even greater priority, and a call for balance between innovation and security will be needed. For example, the risks associated with digitalisation—such as data breaches and ransomware attacks— will continue to grow, so it’s possible moving more services into the cloud will only exacerbate challenges.

All public sector bodies are already aware of the risks. Last year, every NHS patient in Southwest Scotland (more than 100,000 individuals) was told their data had been lost due to a hack, while Transport for London suffered a data breach affecting over 5,000 passengers, which included home addresses and bank account details. These are just two examples, and the public sector is subject to repeated attacks from malicious actors. Tackling this threat will therefore become even more of a priority in the coming years as more services look to modernise.

AI

While the digitalisation of services, and the widespread use of apps and other technologies creates challenges, the adoption of artificial intelligence adds another level of complexity, though it does also hold real potential. The Government has already announced its plans to boost the use of these tools, with Sir Keir Starmer outlining his aim to develop the UK into an AI ‘superpower’ in the coming years.

This means that public sector policies will have to adapt – fast - and significant regulation will be needed to ensure AI systems operate fairly. One of the biggest challenges in digital governance will be encouraging innovation, whilst also protecting public interests. Over-regulation can stifle creativity and economic growth, while under-regulation can lead to privacy violations and public mistrust.

As professionals will be expected to stay up-to-date with the latest AI trends, their use, and their implications on governance, all in a rapidly evolving environment, it can be challenging to know where to start. However, the opportunities presented by these technologies far outweigh the risks, and any specialist not seeking to develop their skills in these developing areas will likely be left behind.

What does this mean for public affairs and policy professionals

The renewed focus on digitalisation will almost certainly drive major change within policy and public affairs. At a broad level, there will be a greater need for digital skills and knowledge than ever before and we’re already seeing this trend become clear in job specifications and opportunities.

Personal investment in continuous learning and, where possible, gaining cross-sector experience in multidisciplinary teams, will provide valuable insights into the challenges and opportunities of digitalisation. Equally, developing and growing networks to deliver better collaboration will also be key, as will embracing flexibility and adaptability. The digital revolution is dynamic, and those who can adapt to new challenges and opportunities will be best positioned for success.

The key skills to develop are those linked to the likes of AI, machine learning, blockchain, and cybersecurity, largely for the reasons mentioned above. Professionals who can engage credibly with tech specialists, and understand the technical underpinnings of policy issues will be in high demand. The same principle applies with data, which lies at the heart of digitalisation, and the ability to analyse and interpret complex datasets will be an increasingly valuable skill. Professionals across the policy and public affairs realm who can translate data insights into actionable recommendations will be particularly highly sought after.

The growing digitalisation of public services is not just a technological shift—it represents a potential transformation. For policy and public affairs professionals, it also offers an exciting but challenging frontier, one that demands new skills, fresh perspectives, and a willingness to innovate. As this trend continues, the role of these specialists will become even more critical. They will be the architects of ethical, inclusive, and effective digital governance, and will ensure that technology serves the public good while addressing its risks and complexities.

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