Artificial intelligence (AI) failures are increasingly common as more and more companies race to implement AI solutions. The implementation of AI and its inevitable malfunctions are an unprecedented type of crisis for corporate communication professionals. This study reviews (1) 23 instances of AI failures, (2) subsequent corporate communication, and (3) resultant media coverage to investigate the various strategies employed to deal with AI failures. We also identify if these strategies lead to positive or negative responses and/or mitigation of the crisis. Results show that several response strategies included in extant crisis response frameworks can be effective in dealing with AI crises, whereas other strategies tend to be unsuccessful. Our analysis also points to the emergence of a crisis communication strategy that takes advantage of the uncertainty surrounding the accountability of AI to mitigate the crisis.

随着越来越多的公司竞相实施人工智能解决方案，人工智能 (AI) 失败越来越普遍。人工智能的实施及其不可避免的故障是企业传播专业人士前所未有的危机。本研究回顾了 (1) 23 个 AI 失败实例，(2) 随后的企业沟通，以及 (3) 媒体报道，以调查用于处理 AI 失败的各种策略。我们还确定这些策略是否会导致积极或消极的反应和/或缓解危机。结果表明，现有危机应对框架中包含的几种应对策略可以有效应对人工智能危机，而其他策略往往不成功。