How to Effectively Respond to an AI-Induced Crisis – PR INDONESIA

JAKARTA, PRINDONESIA.CO – The era of artificial intelligence or artificial intelligence (AI) has opened a new chapter for organizations and companies. Not only does it have a positive impact, but it also has the potential to trigger a crisis. For that reason, practitioners public relations (PR) must be ready to respond to all forms of crises that arise due to the impact of implementing this technology.

To deal with this condition, Sero Choi, PhD Candidate at Colorado State University, in his research entitled Beyond Just Apologies: The Role of Ethic of Care Messaging in AI Crisis Communication (2023), invites PR practitioners to explore how best to respond to crises caused by AI.

According to Choi, as quoted from prdaily.com, Learning how to respond to a crisis caused by AI is important because the problems it causes will be much more serious than most other technological problems. “The AI ​​crisis is not just a technology problem. “Because the impact is not only on individuals, but also on society,” he said.

In his research, Choi introduced three strategies for responding to the crisis regarding AI technology. Firstthe company made excuses and stated that the AI ​​does not reflect the views provided by the company. Second, apologize and promise to change. Thirdthe company immediately denied the problems that had arisen.

Choi in this research also found that the way companies respond to crises plays an important role in influencing public perception. Of the three, the strategy of apologizing and making excuses is more effective than using denial of problems that arise. “This shows that the act of recognition itself is very important,” he said.

Although using the strategy of denying the problems that arise is the least effective, Choi also underlined that there are times when this step is actually more appropriate in a particular context or situation. For example, when a company receives false accusations.

Maintaining Reputation

Choi also emphasized that it is important for companies to outline clear actions they will take in response to the crisis. This shows that the company not only admits its mistake, but can also commit to resolving it and preventing the incident from happening again in the future.

Apart from that, companies must also prioritize transparency and ethical responsibility to the public as a result of the crisis triggered by AI. “By implementing an apology strategy and applying a strong ethic of care to emerging crises, companies will be able to maintain their reputation and gain support from the public even in difficult times,” he concluded. (mfp)