AI literacy is about far more than knowing which tools to use — and the new OECD and European Commission AI Literacy Framework makes that crystal clear. In this episode, I break down the four domains of the framework and explain why it could become the go-to blueprint for AI education, workforce development and organisational readiness.
What Is the OECD & European Commission AI Literacy Framework?
The framework defines AI literacy as “the technical knowledge, durable skills and future-ready attitudes required to thrive in a world influenced by AI.” It enables learners to engage, create with, manage and shape AI — while critically evaluating its benefits, risks and ethical implications.
What I love about this definition is that it moves well beyond the narrow idea that AI literacy just means knowing how to prompt ChatGPT. It brings together technical understanding, critical thinking, ethical awareness and practical application. And crucially, it’s evidence-based — with in-text citations and research references throughout.
The Four Domains of AI Literacy
1. Engage with AI
This is the foundation. It’s about becoming a critical and informed participant in a society shaped by AI — understanding how AI systems work, where they’re used, what opportunities they create, and what risks and ethical considerations come with them.
2. Create with AI
Rather than viewing AI as a replacement for human creativity, this domain positions AI as a creative partner. For those of us in marketing and communications, this is hugely relevant as generative AI becomes embedded in content workflows. Key competencies include:
- Working collaboratively with AI tools
- Generating ideas and content
- Evaluating AI-generated outputs
- Retaining ownership and responsibility for final decisions
3. Manage AI
As organisations move from AI experimentation to real implementation, this domain becomes critical. It’s about knowing how to divide work between humans and AI systems intentionally — selecting appropriate tasks for AI, supervising outputs, managing workflows and ensuring quality control.
4. Shape AI
This is the most ambitious domain, and honestly the one that excites me most. It encourages people to actively influence how AI systems are developed and deployed — participating in governance conversations, advocating for transparency and contributing to responsible AI development. This is AI literacy as active citizenship.
Why This Matters for Public Sector Organisations
Although the framework was designed primarily for education, it has real implications for employers, policymakers and public sector teams. Many organisations are currently building AI training programmes and use policies without a clear picture of what comprehensive AI literacy actually looks like. This framework gives you that picture.
It’s also been released under a Creative Commons licence (CC BY 4.0), which means you can adapt and build upon it for your own context — as long as you attribute the source. That flexibility makes widespread adoption far more likely.
My Takeaway
AI literacy is fast becoming as essential as digital literacy was a decade ago. The challenge isn’t just teaching people to use AI tools — it’s helping them engage critically, create responsibly, manage effectively and shape AI’s future direction. This framework is a research-informed starting point that anyone in communications, marketing, policy or digital transformation should have on their radar.
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Sources
OECD: Empowering Learners for the Age of AI — full report. https://www.oecd.org/content/dam/oecd/en/publications/reports/2026/06/empowering-learners-for-the-age-of-ai_2f8315e7/65cd27d4-en.pdf
Media and Learning: OECD and EC launch AI literacy framework for schools. https://media-and-learning.eu/subject/artificial-intelligence/oecd-and-ec-launch-ai-literacy-framework-for-schools/
Key Statistics
– The framework is organised around four interconnected domains: Engage, Create, Manage and Shape AI.
– Released under Creative Commons licence CC BY 4.0, allowing free adaptation with attribution.
– The framework was jointly developed by the OECD and the European Commission.
– Designed primarily for education but with implications for workforce development and public policy.
About the Podcast Host
AI and Communications Specialist | Author | Podcaster | International Speaker
Joanne Sweeney is a recognised leader in digital marketing and digital transformation, specialising in the practical application of AI to enhance communication strategies. The founder of Digital Training Institute, Joanne, empowers leaders and communications professionals to leverage AI responsibly and effectively, ensuring transparency, trust, and tangible results.
She completed the Harvard Kennedy School Executive Programme in AI and Public Policy this summer before launching her fourth book AI Playbook, in September. Joanne has also published two editions of Public Sector Marketing Pro, which were preceded by her first title, Social Media Under Investigation Law Enforcement and the Social Web.
Her books have become go-to resources for governments, public sector and policing agencies, as well as marketing and communications professionals, all navigating the challenges of the changing Internet.
Joanne is the host of the AI SIX Podcast, a daily six-minute podcast that provides actionable insights, expert interviews, and practical advice to help professionals navigate the new world of work.
