When AI becomes an emergency 

CRJ’s Advisory Panel member Amanda Coleman explores AI emergencies and how communicators can prepare in her latest blog for Under Pressure.


Image by Freepik

Artificial intelligence is often discussed as well as misunderstood and when we talk about the risks related to it, the usual discussion is about jobs. But, what preparation should we be making to be prepared for an AI emergency? I started thinking about this after reading an article published in Time magazine at the start of the year. When an AI emergency occurs, communication is going to be under pressure in a way that hasn’t yet been grasped.

I spend a lot of time on training sessions talking about the challenges of cyber attacks and power outages, of how we need to avoid putting all our focus on digital channels, and of preparing now as the number of cyber attacks continues to rise. The effect of AI means cyber attacks are becoming easier and easier to launch. What do communicators need to consider to prepare for an AI emergency?

One of the big issues people are wrestling with is what can be trusted as well as who can be trusted. It can be seen every day on social media as AI-generated videos continue to show situations that have not and could not happen, but still people believe them. If systems were failing and false information was circulating, how could it be addressed? Who would lead on the response? What role would we all have to take? It is why the article talked about the need to develop a playbook that would have considered all these issues and provided an answer that has then been tested. AI issue will not be restricted by borders; just as cyberattacks can and do go global, so that creates a huge challenge, particularly with the international incidents that are challenging governments.

When the technology starts to fail, it also means channels, emergency broadcast systems and ways we communicate are not available. 

So, here are my five actions we need to do now. For starters, consider what an artificial intelligence emergency could mean to you and your business. Then, ensure you have ways to implement face-to-face and analogue communication when an emergency occurs. After this, understand how you are viewed and what your reputation is so you can identify ways to build trust before a crisis happens. Moreover, plan and prepare to respond even when the involvement of artificial intelligence may not have been confirmed. Lastly, start the discussion about the effect and implications of an artificial intelligence emergency.

It may not feel as though this is an issue we need to be concerned about now but if it happens, it will affect us all and the effect will be significant. The start of 2026 is a good opportunity to revisit plans and risk management documents to ensure you are ready for the year ahead.

Read the original article here.