In this op-ed, Nielyn Jumao-as—account executive at Narrative Communications, a boutique agency specialising in crisis comms—delves into the risks of outsourcing crisis management to AI. One of the first things we deal with in crisis communications is leadership paralysis – that moment when no one’s quite sure what to do next. Our job is to cut through that hesitation, and the fix is typically straightforward: make the crisis plan easy to follow with clear steps that are quick to act on. Outsourcing crisis management to AI risks repeating the very behaviour that often causes the damage in the first place: choosing shortcuts and optics over substance. Because good crisis management isn’t just the statement everyone reads, it’s the “invisible” work too.