Global Brand Leverages Cognitive AI to Manage Crisis Communications Amid Geopolitical Tensions

Challenge

A global fashion brand anticipated rising reputational risks associated with business operations in Russia as geopolitical tensions escalated. With Russia’s impending invasion of Ukraine, the brand faced significant pressure to address its stance on continuing operations in Russia. To navigate the potential reputational and financial fallout, the brand required data-driven insights to guide its public response.

Solution

Using Limbik’s cognitive AI, the brand analyzed Potential for Impact (PFI) across narratives related to doing business in Russia. By evaluating PFI, Believability, and Virality for potential statements, cognitive AI revealed that narratives about “Business in Russia” carried high risk, particularly among Western audiences. Based on these insights, the brand, one of the first in its industry, suspended sales in Russia. Cognitive AI helped draft a statement expressing solidarity with those affected by the invasion and detailing the suspension of Russian operations. This statement achieved high PFI scores across key markets, including the U.S. and Germany, while maintaining authenticity and alignment with the brand’s values.

Results

The brand’s response, bolstered by cognitive AI, was well-received and resonated with its target markets, helping to mitigate reputational risks. A few months later, the company announced a full wind-down of operations in Russia, further demonstrating commitment to ethical considerations amid a challenging geopolitical climate. This case highlights how cognitive AI enables brands to strategically manage crisis communications in complex international situations.