When the Algorithm Becomes the Arsonist

What crisis comms looks like in the Age of AI.

There’s a reason crisis comms can rattle even the most seasoned PR pro. Even with all of the prep (and prayer), you can still end up white-knuckling your way through a bad situation. And in today, the real threat isn’t just a hostile headline, it’s the most psychotic new phrase you’ve never heard of: an AI hallucination.

To formally define this new menace