Кризисна комуникация в дигиталната епоха – ролята на изкуствения интелект
Crisis communication in the digital era - the role of artificial intelligence

Author(s): Mila Serafimova
Subject(s): Social Sciences, Communication studies, Theory of Communication
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: Artifcial Intelligence; crisis; crisis communication; crisis management; crisis PR; online disinformation
Summary/Abstract: The article is dedicated to the role of artificial intelligence in crisis communication, following the debates in the scientific and professional PR community, as well as the regulation at the level of professional organizations such as PRSA and the Artificial Intelligence Act adopted by the European Parliament in 2024. The advantages and disadvantages of the application of artificial intelligence in communication during crises as an element of crisis management are examined through the prism of technology, and the risks and opportunities for its improvement are analyzed. The use of technological solutions based on artificial intelligence in crisis PR is emerging as an area of many new options, but also threats to effective and ethical communication.

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