Artificial intelligence dominated discussion at Australia’s first Crisis Communications Boot Camp. Deepfakes, misinformation, AI agents and new monitoring tools all featured heavily across two days.
The focus on technology was enlightening, but I left thinking about the human side of it all.
No matter what happens, on this assertion I hold firm: the organisations that will navigate crises most successfully won’t necessarily be those with the best AI tools. They’ll be the ones that have built trust long before a crisis begins.
Same fundamentals, faster stakes
That theme of trust before crisis surfaced repeatedly, whether the discussion centred on energy, aviation, government or global institutions. While the communications landscape is evolving rapidly, the fundamentals remain remarkably consistent. Trust, clarity, strong leadership and sound judgement continue to matter most. What has changed is the pace at which those qualities are tested.
Several speakers reinforced that crisis communication is no longer simply about responding to media enquiries. It has become a core leadership function, requiring organisations to maintain confidence with employees, customers, stakeholders and communities while events are still unfolding. Internal communication, in particular, emerged as one of the strongest predictors of how well organisations respond under pressure.
AI sharpens judgement, it doesn’t replace it
Of course, AI is changing the profession in significant ways. One of the most compelling sessions explored how misinformation is becoming faster, cheaper and more accessible. Research shared during the conference showed that as few as 250 malicious documents can poison an AI model regardless of its size, while 99% of AI-cited links are non-paid and 84% come from earned media.
In other words, earned media and reputation are increasingly shaping what AI systems understand about organisations.
That changes the role of communications again. Reputation management is no longer just about influencing people. It is also about influencing the information ecosystem AI draws upon.
At the same time, delegates explored how AI can strengthen crisis planning, stakeholder analysis and scenario testing. Rather than replacing communicators, the strongest examples demonstrated how technology can support faster, better-informed decisions while leaving judgement firmly in human hands.
Where AI slop ends and human voice begins
One image from the conference has stayed with me. A comparison of writing from leading AI models showed their outputs clustering together in “AI Slop”, while human writing occupied a distinctly separate space. It was a simple but powerful reminder that authenticity, critical thinking and a genuine human voice remain competitive advantages.
I also had the opportunity to moderate a panel discussion on the skills crisis communicators need in an increasingly polarised world. The conversation reinforced that today’s communicators are expected to do far more than craft messages. We are trusted advisers, helping leaders make difficult decisions in situations where information is incomplete, stakeholders are emotional and there are rarely perfect answers.
Ultimately, the conference wasn’t really about AI.
It was about leadership.
Technology will continue to evolve. The news cycle will continue to accelerate. Stakeholder expectations will continue to rise.
But every crisis is ultimately a breach of trust.
And rebuilding trust has always been, and will always remain, profoundly human.
Australia has been ready for an event like this for some time. Bringing together experienced practitioners willing to openly share lessons from some of the world’s most complex crises created conversations that extended well beyond the formal sessions. If this inaugural event is any indication, it is likely to become an important fixture on the communications calendar for years to come.
Congratulations to Kosta Petrov, P World and everyone involved in bringing the Crisis Communications Boot Camp to Australia.
This was far more than another industry conference.
It was an opportunity for communications professionals to learn from global experts, exchange experiences with peers and challenge how we think about leadership during times of uncertainty.
I have no doubt this will become an important fixture on Australia’s communications calendar, and I look forward to seeing it continue to grow in the years ahead.
