Crizele de imagine se schimbă în era AI. Eliza Rogalski: „AI-ul nu poate înlocui încrederea pe care oamenii o au într-o entitate”

Eliza Rogalski emphasizes the importance of AI in crisis communication, stating it should support human decision-making rather than replace it. The rapid spread of information today requires organizations to react swiftly and effectively to protect their reputation. Companies often struggle with either overreacting or not responding at all, highlighting the need for a solid crisis management infrastructure. Rogalski advocates for practical training and simulations to prepare for real crises. She also points out that trust remains irreplaceable in crisis situations, as effective communication can safeguard a company's reputation.