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Title: “Rogue machines” and crisis communication: when AI fails, how do companies publicly respond?
Authors: Prahl, Andrew
Goh, Winnie Wen Pin
Keywords: Social sciences::Communication
Issue Date: 2021
Source: Prahl, A. & Goh, W. W. P. (2021). “Rogue machines” and crisis communication: when AI fails, how do companies publicly respond?. Public Relations Review, 47(4), 102077-.
Journal: Public Relations Review
Abstract: Artificial intelligence (AI) failures are increasingly common as more and more companies race to implement AI solutions. The implementation of AI and its inevitable malfunctions are an unprecedented type of crisis for corporate communication professionals. This study reviews (1) 23 instances of AI failures, (2) subsequent corporate communication, and (3) resultant media coverage to investigate the various strategies employed to deal with AI failures. We also identify if these strategies lead to positive or negative responses and/or mitigation of the crisis. Results show that several response strategies included in extant crisis response frameworks can be effective in dealing with AI crises, whereas other strategies tend to be unsuccessful. Our analysis also points to the emergence of a crisis communication strategy that takes advantage of the uncertainty surrounding the accountability of AI to mitigate the crisis.
ISSN: 0363-8111
DOI: 10.1016/j.pubrev.2021.102077
Schools: Wee Kim Wee School of Communication and Information 
Rights: © 2021 Elsevier Inc. All rights reserved.
Fulltext Permission: none
Fulltext Availability: No Fulltext
Appears in Collections:WKWSCI Journal Articles

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