The Role of AI in Crisis Communication and Reputation Management for Global Brands

Abstract

This article examines how artificial intelligence reshapes crisis communication and reputation management for global brands through a systematic literature review. The study synthesizes prior work on digital crisis communication, social media monitoring, predictive analytics, and conversational agents to map key applications across the stages of detection, response, and post crisis learning. The findings show that artificial intelligence based sensing and analytics enhance early warning, situational awareness, and understanding of stakeholder sentiment, while conversational agents can extend the reach and speed of crisis messaging. However, the review also highlights significant risks related to opacity, misinformation, emotional tone, and the erosion of human presence in high stakes situations. Overall, the study develops an integrative perspective that positions artificial intelligence as an augmentation technology whose effectiveness depends on governance, transparency, and human oversight. It proposes directions for future research and offers practical implications for designing technologically sophisticated yet trustworthy crisis communication strategies. The article focuses on diverse institutional, cultural, media, and global contexts.