AI: An untapped hero in crisis management

In an era where public sentiment can shift in minutes and reputational risks are amplified by social media, crisis management has become a race against time. While traditional responses often kick in after damage is already done, artificial intelligence is offering a new way forward—one rooted in prevention, speed, and precision. From predicting market fluctuations to crafting personalised recovery messages, AI is emerging not just as a support tool, but a strategic asset in navigating uncertainty.

Several studies and experiments have spotlighted AI’s growing role in this space. It is reported that AI can forecast market shifts with up to 70% accuracy and identify the risk of a crisis as early as 2.4 days in advance. With the capacity to process and interpret vast volumes of real-time data, AI equips businesses to detect early warning signs, react quickly, and maintain trust long after the dust has settled.

AI: The new crisis management frontier

A key strength lies in AI’s ability to monitor sentiment shifts across digital platforms. Using social listening tools, AI can scan keywords, comments, and conversations on platforms like Facebook, X (formerly Twitter), TikTok, and Instagram to spot negative sentiment trends. A 2022 survey by Social Media Today and Meltwater found that 61% of global businesses had already adopted social listening systems. Another study revealed that 80% of customer service-related tweets were negative—illustrating the importance of always-on monitoring.

In emerging markets, AI is especially useful for retail brands looking to track consumer feedback in real time. If a surge of complaints emerges around a product fault, AI systems can flag it immediately, enabling businesses to intervene before the issue escalates. This form of rapid detection helps contain reputational fallout and demonstrates responsiveness, which is often just as important as resolution.

AI’s role doesn’t end with detection. It also facilitates faster, data-informed decision-making during a crisis. With access to multiple data sources, AI can evaluate the extent of a situation and recommend suitable response strategies. In one case, a smart bot developed using Azure AI Studio and GPT-4 helped cut emergency response wait times by half—significantly improving speed and efficiency under pressure.

For businesses, this agility is vital when drafting public statements, adjusting tone of voice, or engaging affected customers. In the event of a food safety scare, for example, AI can quickly identify key pain points from online sentiment, pinpoint the most common concerns, and help shape a timely apology or action plan. By responding with relevance and speed, companies can take control of the narrative and reduce lasting damage to their brand image.

Post-crisis, the focus often shifts to repairing relationships. Here too, AI plays a vital role—supporting the creation of personalised communication strategies tailored to customer segments. Drawing on behavioural and psychological data, AI enables brands to speak to their audience in ways that feel human, targeted, and empathetic. According to Statista, AI-powered personalisation has the potential to lift customer retention rates by up to 44%, a compelling case for deeper integration into recovery strategies.

In real-world scenarios, this could mean using AI to send customised emails or app notifications to affected users after a product recall—combining apologies with meaningful offers or updates. These tailored gestures not only rebuild goodwill but also increase the likelihood of re-engagement and long-term loyalty.

Finding the right toolkit

A range of AI tools is already in play. Platforms such as Brandwatch, Meltwater, and Sprinklr offer businesses the ability to monitor social sentiment, detect crisis signals, and automate elements of their response. The same Social Media Today and Meltwater survey found that 82% of marketers consider social listening an essential part of strategic planning, pointing to its growing influence in crisis preparedness.

What businesses choose to invest in often depends on scale. While large corporations may opt for comprehensive systems that integrate across departments, small and medium-sized enterprises can start with simpler tools offering basic analytics and alerts. What matters most is selecting a solution aligned with the organisation’s goals, resources, and risk profile.

Looking ahead

The potential for AI in crisis management is set to grow even further. With continued integration of blockchain and IoT, AI will likely gain deeper predictive capabilities—offering even more precise insights into consumer behaviour and risk signals. Statista projects that the value of the AI-in-marketing sector could reach $107 billion by 2028, underscoring both scale and momentum. At the same time, ethical questions around data privacy, transparency, and misuse will require ongoing attention as adoption becomes more widespread.

From early detection and real-time analysis to personalised recovery and reputational rebuilding, AI is becoming indispensable in the modern crisis management playbook. For businesses hoping to remain agile and resilient in the digital age, investing in AI is no longer optional—it’s strategic. The real opportunity lies not just in surviving crises, but in using them as catalysts for building stronger, smarter, and more responsive organisations.

(Dr) Bui Quoc Liem is a lecturer in professional communication, RMIT University Vietnam.