“Rogue machines” and crisis communication: when AI fails, how do companies publicly respond?

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 f...

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Main Authors: Prahl, Andrew, Goh, Winnie Wen Pin
Other Authors: Wee Kim Wee School of Communication and Information
Format: Article
Language:English
Published: 2022
Subjects:
Online Access:https://hdl.handle.net/10356/160351
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-1603512022-07-19T08:40:19Z “Rogue machines” and crisis communication: when AI fails, how do companies publicly respond? Prahl, Andrew Goh, Winnie Wen Pin Wee Kim Wee School of Communication and Information Social sciences::Communication Artificial Intelligence Crisis Communication 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. Nanyang Technological University We would like to acknowledge funding support from the Nanyang Technological University Undergraduate Research Experience on CAmpus (URECA) programme. 2022-07-19T08:40:19Z 2022-07-19T08:40:19Z 2021 Journal Article 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-. https://dx.doi.org/10.1016/j.pubrev.2021.102077 0363-8111 https://hdl.handle.net/10356/160351 10.1016/j.pubrev.2021.102077 2-s2.0-85107781081 4 47 102077 en Public Relations Review © 2021 Elsevier Inc. All rights reserved.
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic Social sciences::Communication
Artificial Intelligence
Crisis Communication
spellingShingle Social sciences::Communication
Artificial Intelligence
Crisis Communication
Prahl, Andrew
Goh, Winnie Wen Pin
“Rogue machines” and crisis communication: when AI fails, how do companies publicly respond?
description 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.
author2 Wee Kim Wee School of Communication and Information
author_facet Wee Kim Wee School of Communication and Information
Prahl, Andrew
Goh, Winnie Wen Pin
format Article
author Prahl, Andrew
Goh, Winnie Wen Pin
author_sort Prahl, Andrew
title “Rogue machines” and crisis communication: when AI fails, how do companies publicly respond?
title_short “Rogue machines” and crisis communication: when AI fails, how do companies publicly respond?
title_full “Rogue machines” and crisis communication: when AI fails, how do companies publicly respond?
title_fullStr “Rogue machines” and crisis communication: when AI fails, how do companies publicly respond?
title_full_unstemmed “Rogue machines” and crisis communication: when AI fails, how do companies publicly respond?
title_sort “rogue machines” and crisis communication: when ai fails, how do companies publicly respond?
publishDate 2022
url https://hdl.handle.net/10356/160351
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