When should we use AI in crisis communications?

Introducing the UACC framework and the AI Integration Matrix

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Dear reader,

Crisis communication is evolving, and with it comes an intriguing question: how do we balance the power of AI with the empathy of human connection?

In this week’s edition of the Wag The Dog newsletter, I introduce the AI Integration Matrix, a (draft) tool that complements the Universal Adaptive Crisis Communication (UACC) Framework© I’ve been working on.

I hope it offers a thoughtful approach to deploying AI in ways that enhance - not replace - the human touch in crisis response.

Let me know what you think about both the matrix and the framework - I really appreciate your feedback on this work in progress. 🙏

Table of Contents

First, feedback from a reader.

Before I get into the main topic, here’s insightful feedback I received from Peter Sandman on my previous article titled: Emergency Communication: Lessons Unlearned and New Threats.

I think mainstream experts tend to get the causality backwards.  The main thing going on isn’t that people have come to mistrust the mainstream because they are listening to outliers.  It is much more often the case that people are listening to outliers because they have come to mistrust the mainstream.

Policing and rebutting misinformation is therefore a lower priority, I think, than building – or as I prefer to say, earning – trust.  That requires radical candor.  It requires telling people truths we’d rather they didn’t know, even truths that may lead some of them to unwise behaviors – including the truth that we have gotten some things wrong and are undoubtedly still getting some things wrong.

Peter Sandman

I agree with Peter Sandman, even if the solutions are daunting and complex. What do you think?

To use AI or not use AI?

The question of when AI should be used in crisis communication strategies lies in the tension between efficiency, empathy, and precision. AI can monitor sentiment in real time, provide multilingual support, and even predict emerging crises1 .

But successful crisis communication has always been about more than just tools. It’s about connection, trust, and making sure those involved feel seen and heard.

This is where the Universal Adaptive Crisis Communication (UACC) framework©, which I am currently working on, could provide guidance and bring structure and meaning to the chaos of crisis response.

My design for the UACC framework is based on five pillars: comprehensive stakeholder engagement, permacrisis integration, balanced communication, cultural awareness, and emotional intelligence. It does not see technology as a substitute for human judgement but as an enabler of more adaptable and targeted communication.

A central aspect of this approach is the AI Integration Matrix, a (draft) decision-making "tool" designed to help communicators determine when, where, and how AI should complement human efforts in a crisis.

By assessing four dimensions - severity of crisis, cultural context, vulnerability of stakeholders and complexity of message - the matrix ensures that AI is used to enhance, not diminish, the human touch.

It is a practical framework for balancing innovation and human touch, which is at the heart of effective crisis communication.

A structured approach to crisis communications response

The AI Integration Matrix is closely aligned with the principles of the UACC framework. It guides communicators to consider the specific requirements of each crisis before deciding on the balance of AI and human intervention.

Crisis severity

High-severity crises (disasters, major cyberattacks, etc.) require human-led communication supported by the analytical speed of AI. AI could monitor social media for urgent issues, translate important updates, or recognise patterns in resource allocation.

In contrast, low-risk events, such as routine service updates, can often be managed entirely by AI, with humans only intervening when necessary.2

The UACC emphasises adaptive strategies that ensure the response evolves as the crisis develops. The matrix reflects this by calling for the role of AI to be reassessed at each stage.

Cultural Context

Cultural awareness is a cornerstone of the UACC framework, and the matrix helps organisations manage different audience expectations.

In traditional environments, human-led communication is essential to maintain trust, while AI supports in the background with translations, localisations, and cultural sensitivity checks.

In digital contexts, AI could take the lead by using real-time analytics to deliver tailored messages across multiple platforms.

This integration ensures that the technology enhances the emotional intelligence required to manage complex cultural dynamics.

Stakeholder vulnerability

The matrix is consistent with UACC’s commitment to comprehensive stakeholder engagement, particularly for vulnerable groups. In public health emergencies or scenarios involving vulnerable populations, human care is prioritised.

AI serves as a logistical ally - tracking resources, managing schedules, and automating routine communications - while humans provide the empathy and connection that build trust.

In low-risk contexts, such as routine stakeholder updates, AI shines with its automation capabilities, providing efficiency without sacrificing clarity.

Message complexity

The matrix also takes message complexity into account, emphasising UACC’s focus on balanced communication.

Highly complex scenarios, such as policy changes, require a human-crafted message to ensure clarity and nuance. This is where AI plays a supporting role by providing data analytics or tone of voice checks to optimise the process.

For simple updates, AI can manage the writing, sending, and monitoring of engagements semi-independently.

Integrate AI without losing the human touch

The guiding principle of the UACC framework is that technology should support, not replace, the human elements of crisis communication.

The AI integration matrix embodies this philosophy and encourages organisations to think critically about where AI can add value without sacrificing cultural awareness or emotional intelligence.

Consider a health emergency involving vulnerable populations in culturally diverse regions. The UACC framework would guide human communicators to prioritise emotional support while using AI for localisation, resource allocation, and stakeholder segmentation.

Alternatively, a moderate crisis such as a product recall in a digitalised market could require a hybrid approach: AI takes care of handling customer enquiries and complaints, while human teams can focus on broader strategy and messaging.

Building trust through thoughtful deployment

As crises become more complex, the UACC framework and AI integration matrix together could provide a blueprint for effective communication. They would ensure that decisions about AI integration are practical and purposeful, fostering trust and connection at every stage.

When should we use AI in crisis communications?

When it complements the core values of the UACC framework - empathy, adaptability, and cultural understanding - and supports the ultimate goal: a response that feels as human as it is effective.

What do you think?

References and further reading.

1  Alheadary, W. G. (2023). Artificial Intelligence Metamodel for Controlling and Structuring the Crisis Management Domain. Journal of Computer Science, 19(8), 988–997. https://doi.org/10.3844/jcssp.2023.988.997

2  Oana-Mihaela VLADU. (2023). DIGITAL TRANSFORMATION IN CRISIS MANAGEMENT: THE KEY ROLE OF ARTIFICIAL INTELLIGENCE. SCIENTIFIC RESEARCH and EDUCATION in the AIR FORCE, 24, 103–110. https://doi.org/10.19062/2247-3173.2023.24.15

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Ready to level up your work with AI?

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What I am reading/testing/checking out:

  • Tool: Supademo let’s you create online and interactive demos in seconds

  • Article: Understanding the Digital Marketing Ecosystem Spreading Pro-PRC Influence Operations

  • Report: Realising Early Warnings for All via Preventionweb

  • Tool: Quickly design and customize your Bluesky feeds (you can connect with me on Bluesky here)

Let’s meet!

Here are the conferences I'll be speaking at and the workshops I am running. If you're around or interested in participating, feel free to message me or follow the links below.

  • 🇦🇪 AI for Crisis Communications Workshop, 29-30 January 2025, Dubai, United Arab Emirates

  • 🇧🇪 AI in PR Boot Camp II, 20-21 February 2025, Brussels, Belgium

  • 🇦🇪 New Horizons in Digital Content Creation and Data Analysis Conference, 23-24 April 2025, Abu Dhabi, United Arab Emirates

  • 🇲🇽 Crisis Communications Boot Camp, 29-30 May 2025, Mexico City, Mexico.

  • 🇸🇦 Crisis Communications Boot Camp, 4-5 June 2025, Riyadh, Saudi Arabia

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Parts of this newsletter were created using AI technology to draft content. In addition, all AI-generated images include a caption stating, 'This image was created using AI'. These changes were made in line with the transparency requirements of the EU AI law for AI-generated content. Some links in this newsletter may be affiliate links, meaning I earn a small commission if you click and make a purchase; however, I only promote tools and services that I have tested, use myself, or am convinced will make a positive difference.

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