Pregledni rad
https://doi.org/10.32676/n.10.3
Crisis Communication and Artificial Intelligence – Symbiosis of the New Digital Age
Matilda Kolić Stanić
; Sveučilište u Slavonskom Brodu, Odjel društveno-humanističkih znanosti
Mirjana Pejić Bach
; Sveučilište u Zagrebu, Ekonomski fakultet
Krešimir Dabo
; Institut za istraživanje migracija
Sažetak
Artificial intelligence has already been used in public relations, and it is also present in crisis
communication, as one of the key areas of public relations. This should not be surprising, since crisis
management today necessarily includes the digital space, and crises can quickly spread from the virtual
space to other non-virtual areas of business with real consequences. Therefore, it is expected that the
increasing focus of crisis communication on artificial intelligence will be more strongly followed by
scientific research, which is currently insufficient.. The purpose of this paper is to offer an overview of
relevant works and previous research on the application of artificial intelligence in public relations, in
order to collect results on the application of artificial intelligence in crisis communication. This would
attempt to fill the observed scientific gap and create initial conditions for possible further research
into the application of artificial intelligence in crisis communication. Due to the lack of literature on
the application of artificial intelligence in crisis communication, the existing literature dealing with
public relations and artificial intelligence was analyzed using the descriptive-analytical method.The
literature analysis showed that the main contribution of the application of artificial intelligence in crisis communication is considered to be an aid in the research phase and crisis prevention, and the
contribution of the application of artificial intelligence at the strategic level is highlighted.
Ključne riječi
communication, artificial intelligence, crisis management
Hrčak ID:
324392
URI
Datum izdavanja:
19.12.2024.
Posjeta: 0 *