Scholarlink

<p>As public relations efforts increasingly integrate AI into operations, examining how the disclosure of AI as the source in organizational crisis communications affects public perceptions is increasingly relevant. This research investigates the effects of AI disclosure across matched crisis responses within a 3 (match crisis response: victim crisis-scapegoating, accidental crisis-excuse, preventable crisis-apology) x 2 (source disclosure: AI vs. human) experimental design survey. Key findings reveal that crisis responses with human sources, compared to those with AI disclosure, led to greater perceptions of organizational reputation and credibility across the three matched crisis responses. AI-disclosed messages from the company were also associated with increased perceptions of injustice, potentially due to concerns over fairness and authenticity. No significant interaction was detected between crisis response type and source disclosure, suggesting that they have independent effects on stakeholder perceptions. Trust in AI showed a small but statistically significant interaction with source disclosure within AI conditions for reputation, where higher trust slightly reduced the negative effects of AI disclosure. Practically, these findings suggest PR professionals should prioritize crisis communication with human sources while considering ongoing perceptions of trust in AI.</p>

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

Artificial Intelligence in Crisis Communication: Investigating Source Effects and Matched Crisis Responses on Stakeholder Perceptions

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2026年2月9日

查看全文
  • Erika Schneider,
  • Victoria Kyriakopoulos,
  • Youngji Seo,
  • Nalae Hong,
  • Moon Lee,
  • Joon Soo Lim

摘要

As public relations efforts increasingly integrate AI into operations, examining how the disclosure of AI as the source in organizational crisis communications affects public perceptions is increasingly relevant. This research investigates the effects of AI disclosure across matched crisis responses within a 3 (match crisis response: victim crisis-scapegoating, accidental crisis-excuse, preventable crisis-apology) x 2 (source disclosure: AI vs. human) experimental design survey. Key findings reveal that crisis responses with human sources, compared to those with AI disclosure, led to greater perceptions of organizational reputation and credibility across the three matched crisis responses. AI-disclosed messages from the company were also associated with increased perceptions of injustice, potentially due to concerns over fairness and authenticity. No significant interaction was detected between crisis response type and source disclosure, suggesting that they have independent effects on stakeholder perceptions. Trust in AI showed a small but statistically significant interaction with source disclosure within AI conditions for reputation, where higher trust slightly reduced the negative effects of AI disclosure. Practically, these findings suggest PR professionals should prioritize crisis communication with human sources while considering ongoing perceptions of trust in AI.