THE FUNCTION OF AI IN CRISIS COMMUNICATION: AN ASSESSMENT OF EMERGING POSSIBILITIES AND ETHICAL DILEMMAS

Abstract

Artificial intelligence (AI) is increasingly used for quick, effective action during communication crises in the social world. Moreover, AI has been used to mine social media content to gauge public sentiments and attitudes, anticipate crises, and combat fake news by monitoring social media activity. The use of artificial intelligence raises concerns about privacy, transparency, accountability, and reliance, as AI relies heavily on automated prompts to act. Using a conceptual analysis based on the SCCT (Situational Crisis Communication Theory) and Excellence Theory, this paper explains why organisations adopt AI in managing communication crises. It also concludes that organisations should use artificial intelligence alongside appropriate ethical policies, supervision, and proper personnel training.