Have you ever asked yourself what the basis of your search engine autocompletions is? For example, when it was suggested that you search for what it feels like to have heartburn, whilst your intended search seemed to have nothing to do with it at all. There is not yet a standard for explaining such automated decisions. Moreover, today’s explainable AI (XAI) frameworks focus strongly on individual interests, while a societal perspective falls short. This article will give an introduction to communication in XAI and introduce the figure of the public advocate as a possibility to include collective interests in XAI frameworks.