Krizno komuniciranje i umjetna inteligencija – simbioza za novo digitalno doba
Crisis Communication and Artificial Intelligence – Symbiosis of the New Digital Age

Summary/Abstract: 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.

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