Empathic Mirroring Responses to Compensate for AI Chatbot Failures
(A2025-126229)

AUTHORS

Jano Jimenez Barreto, Universidad de La Laguna; Grzegorz Kapuscinski, Oxford Brookes University; Natalia Rubio, Autónoma University of Madrid Q2818013A; Corné Dijkmans, Breda University

ABSTRACT

In the face of uncertainties where responsibility for AI failures cannot be attributed to a specific market actor, this research explores how companies can employ persuasive tactics to manage corporate crises caused by AI chatbot failures. Specifically, we provide evidence regarding the effectiveness of different formats of a “mirroring strategy,” which involves denying responsibility by attributing blame to external factors, such as consumer misuse of technology. Our investigation reveals that employing the mirroring strategy, combined with displays of empathy toward consumers, can significantly reduce firms’ reputational damage during AI chatbot crises, regardless of the pre-existing narratives shaped by news media in their reporting.