Transforming Public Opinion in the Era of Artificial Intelligence: A Comparative Analysis in North Macedonia (2015–2026)

This research addresses one of the most pressing challenges of political and social communication in North Macedonia: the impact of Artificial Intelligence (AI) in shaping and manipulating public opinion. In a period of digital transition, where synthetic media and deepfakes (“Deepfakes”) have become an inseparable part of the information ecosystem, this paper provides a comparative analysis of the base period of 2015 and the technological reality of 2026. Using a rigorous quantitative methodology with a sample of 252 respondents, the study dissects the impact of demographic, ethnic, and professional variables on risk perception and cognitive trust. The results show an exponential increase in automated disinformation, with over 72% of the surveyed population reporting frequent doubts about the veracity of online information. A key finding is the ethnic asymmetry in risk perception, with the Albanian community showing significant concern (M=4.1) about AI being weaponized or exploited to incite interethnic tensions. The paper concludes that the “trust gap” is widening faster than the “technical gap”, suggesting the urgent need for reforms in media and digital education, and for harmonizing local legislation with the EU Artificial Intelligence Act (EU AI Act). The recommendations are designed to enhance the public’s cognitive defenses and ensure greater algorithmic transparency from global platforms operating within the local market.