Application of Artificial Intelligence in Crisis Communication Management: Prospects and Challenges
DOI:
https://doi.org/10.17721/2522-1272.2025.87.4Keywords:
artificial intelligence; crisis communication; branding; large language models; chatbots; ethical communicationAbstract
Purpose: To analyze the opportunities and challenges of implementing artificial intelligence (AI) in crisis communication management. The article combines bibliometric analysis and case analysis of real-life situations to identify thematic dominants and develop practical recommendations. Methodology: The study includes a bibliometric analysis of publications retrieved via Web of Science, utilizing clustering and thematic visualization of topic segments, as well as qualitative analysis of three cases of AI use in crisis communication: (1) a condolence letter generated by ChatGPT, (2) chatbots used for information dissemination during a hurricane, and (3) official WHO chatbots during the COVID-19 pandemic. Results: The findings confirm that research on AI’s role in crisis communication is in its formative stage and thematically fragmented. AI enhances instrumental efficiency such as automated monitoring, rapid message generation, and scalable personalized communication but does not replace the need for "human rhetoric" in empathetic messaging. At the same time, several risks and challenges were identified in using AI-based tools. First, there is a risk of eroding trust if the audience perceives crisis messages as artificial or "inhuman." Second, disclosing the use of AI might undermine the message, especially in situations requiring compassion. The article proposes the VOLT protocol (Verification, Oversight, Localization, Transparency) as a framework for ethical AI use. Issues related to transparency, localization, and oversight were also highlighted in the analysis of academic publications, indicating the relevance of these principles in scholarly discourse. Conclusions: AI should be viewed as a so-called "accelerator" of crisis communication whose effectiveness depends on adherence to principles of responsibility and a clear division of roles between algorithms and humans.
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Data Availability Statement
Data Availability StatementThe primary data collected during this study—including bibliometric metadata, clustering results, thematic visualizations, as well as other empirical materials (tables, images)—are openly available at the following link:
https://drive.google.com/drive/folders/1ukxmDsAgTXOxCg4NHc_O6hVc1is7oQ_m?usp=sharing
All data are provided to ensure research transparency, enable verification of results, and support further use by other researchers in accordance with academic integrity principles.
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