"A brand crisis used to play out in predictable stages: a spark, a media cycle, a response, and then it dies down. In the era of artificial intelligence, that playbook has become outdated, as demonstrated by the recent Campbell's Soup controversy. After an alleged executive conversation went viral, the fallout was swift and measurable. Beyond traditional media coverage, the narrative was quickly reinforced across AI platforms and search engines, extending its reach and impact."
"In the aftermath, Terakeet's analysis found that Campbell's experienced a surge to 70% negative news sentiment and page-one search real estate flooded with damaging narratives. Anyone who searched the Campbell's brand or its products would now be met with the story in prominent Google features like the news feed, People Also Ask section and AI Overviews. Years of marketing and branding were wiped away in an instant."
Brand crises used to follow predictable stages: spark, media cycle, response, then fade. AI has altered that playbook by reinforcing narratives across platforms and search engines and becoming a primary information source. After an alleged Campbell's executive conversation went viral, negative news sentiment climbed to about 70 percent and page-one search results filled with damaging narratives. Google features like the news feed, People Also Ask, and AI Overviews displayed the story prominently, erasing years of marketing and branding nearly instantly. AI's bias toward sensational negative information gives controversial stories outsized attention and allows algorithms to shape perceived truth faster than brands can respond.
Read at Marketing Dive
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