Companies that collect customer data face a constant risk of cyberattacks. A recent example is the Chick-fil-A incident in July 2026, when hackers infiltrated loyalty accounts using stolen passwords. Sensitive data, including names, emails, and payment information, was compromised. In such moments, the speed and accuracy of communication are crucial, and artificial intelligence (AI) can significantly help.
However, AI cannot function effectively if it does not have access to the specific context and communication plans of a given organization. Without this data, generative AI tools resort to general phrases, which can do more harm than good in a crisis situation. The key to success is creating a structured decision protocol that is readable for algorithms.
Four Pillars of Effective Crisis Logistics
According to Stephanie Nivinskus, director of Ragan's AI Strategy Center, companies should input four types of specific data into their AI tools to prevent constantly repeating mistakes:
- Evidence of rejected formulations and the reasons why the legal or leadership department did not approve them.
- Setting an expiration date for approved statements that are valid only for a specific time phase of the crisis.
- Nominal identification of individuals who authorized exceptions to normal communication rules.
- Marking sensitive issues that have been discussed but remain without a clear decision so far.
Real-time Message Control
A structured record must not be merely a passive component of old documents. It must be a living file that both the communication team and AI can access during an incident. This system then serves as a filter. Before a spokesperson addresses the media, AI can compare prepared responses with the decision history within minutes.
"A crisis doesn't wait for your team to reconstruct decisions that exist only in someone's memory," Nivinskus warns.
Thanks to this process, the technology can uncover internal inconsistencies in communication before they become public. Automated checking against a list of probable journalistic questions ensures that the company does not appear inconsistent and does not lose precious time in the initial hours of a crisis.