AI in Crisis Management: Savior or Saboteur?

Crisis management is a dance on a razor’s edge. AI has emerged as a technological marvel, hailed as the potential savior for PR professionals. But is it truly a savior, or just a well-disguised saboteur?

The promise of AI: efficiency meets precision

Imagine this: a product recall starts gaining traction online. Instead of scrambling through endless tweets, AI tools step in, scanning millions of posts, identifying the loudest voices and predicting which issue might spiral next. Sentiment analysis and predictive algorithms provide insights that were once impossible to gather at speed.

A brand can for example use AI to monitor customer complaints. Within hours, their team can neutralize negative sentiment before it snowballs into a PR issue. By spotting emerging trends and tailoring responses, AI doesn't just save time—it offers a proactive edge.

The pitfalls: when AI goes rogue

However, not all that glitters is gold. As remarkable as AI seems, it lacks one crucial ingredient: human empathy. When crises are emotionally charged, an automated response can feel tone-deaf — or worse, escalate tensions.

In November 2022, Air Canada faced backlash after its chatbot misinformed a grieving customer about a non-existent bereavement fare refund policy. The customer, instructed to buy a regular ticket and claim a refund later, was denied compensation, leading to a complaint with British Columbia’s Civil Resolution Tribunal (CRT). The CRT ruled against Air Canada, holding it accountable for the inaccuracies of its chatbot. This incident underscored the risks of relying on AI for sensitive customer interactions, tarnishing the airline’s reputation

Furthermore, over-reliance on AI can strip a brand of its authenticity. PR thrives on trust and connection, which AI alone struggles to replicate. Consumers demand a human touch, especially when emotions run high.

Striking the balance

AI is neither savior nor saboteur — it’s a tool. The key to mastering it lies in balance. While AI excels at analyzing trends and managing logistics, the final response must always have a human face.

So, what’s the verdict? AI can elevate crisis management, but only when wielded wisely. Brands must pair its efficiency with genuine, empathetic communication to thrive in today’s volatile media landscape.

After all, a machine can crunch the data, but only humans can truly connect.