The Plan-Do-Study-Act (PDSA) cycle is a trusted framework for refining public health initiatives. Given rising vaccination hesitancy, we propose an artificial intelligence (AI)-enabled PDSA framework for adaptive vaccine messaging, leveraging social media data. We conducted a literature review, developed the framework and performed a pilot evaluation using Reddit data. Proposed framework: (1) Plan – AI analysis of social media discourse; (2) Do – AI-assisted, tailored messaging creation; (3) Study – assess sentiment and behaviour change; and (4) Act – refine and adapt messaging. This approach leverages social media and AI to develop tailored vaccine communications that continuously evolve based on public needs.

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