AI PR veteran warns: anthropomorphized products turn toxic in a crisis — wording after agent incidents matters
alexvoica · x · 2026-09-25
In an interview with Provoke News, Alex Voica discussed how AI technology creates reputational crises for the companies behind it:
- AI agents aren't the first automated decision-making software companies deployed, but post-incident language matters: saying "the agent executed the transaction incorrectly" versus "we used a system that sent incorrect refunds" frames responsibility very differently
- Complicating matters, some AI companies deliberately anthropomorphize products to make them easier to explain — fine when things work, but in a crisis it makes the company sound like it has lost control of its system
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