Visit tools based dartificial intelligence are developing rapidly in the field of management operational crisis management - traditionally very closely linked to information systems -, but also in the related fields of crisis communications. Except that this relies well p0more relational and emotional skillsfor the moment difficults à automate.
The considerable potential offered by artificial intelligence to automate and improve repetitive and analytical tasks has already given rise to numerous tools for operational risk management, enabling us to predict or prevent risks from materializing in the form of crises. AI is transforming the way in which signals are detected and processed: with it, huge volumes of data can be analyzed in an instant, enabling trends to be identified. AI also facilitates rapid, informed decision-making, as shown by research at Dakota University.
AI-based tools already used in crisis management include predictive analysis systems for natural disasters (Emergency Notification Systems, ENS) and industrial breakdowns. Gaming-type crisis simulation applications are also available on the market (e.g. Equanimity Crisis), illustrating AI's ability to create simulated environments and credible scenarios. It measures the impact (media, stock market, etc.) of decisions at each stage, and aims to train "players" to adopt the right reflexes.
The "communication" aspect of crisis management will also be impacted, with, for example, the appearance of chatbots parameterized to communicate with stakeholders during a crisis. In the field of media relations, the American company CapeStart has developed an AI to manage crisis PR, based on a database containing 40 years of articles and the identification of several "typical crises", promising - but we haven't tested it... - the most effective responses: the algorithm would be able to assess the media scope of the current crisis, the potential reaction of public opinion and the media, or the impact on the brand's reputation, and propose appropriate strategies in response.
But while AI can "mimic" certain human abilities, it is still limited in its mastery of emotional intelligence. Creativity, empathy and iterative know-how, based on the management of dozens of similar or similar crises, remain essential to understanding and responding appropriately to the operational but, above all, emotional complexity of each situation. Human" knowledge, for example of the employees who will experience it or the journalists who will cover it, remains a determining factor.
While AI provides powerful data analysis and predictive tools that would be absurd to do without, at this stage it mainly enables professionals to focus on these human aspects of crisis management. As this article, partly, but of course not entirely, written by AI, proves, AI does not yet provide "ready-to-use" work - any more in "crisis com" than in other fields...
Isabelle Maspartner, with ChatGPT4
