Crisis Communication Readiness in the Age of Digital Transformation and GenAI: Insights From Hong Kong

ABSTRACT This study investigates the impact of digital transformation and emerging technologies, particularly generative artificial intelligence (GenAI), on the readiness and practices of crisis communication professionals in Hong Kong (HK). Despite growing theoretical advances, recent literature remains predominantly Western‐centric, with limited empirical research examining how Asia‐Pacific professionals navigate digital disruption standing for an important gap to be addressed given the region's rapid digital adoption and contextual sensitivity. Through qualitative content analysis, the research identifies key themes related to organizational adaptation in a rapidly evolving informational landscape in HK. Findings reveal that the integration of AI‐driven tools and advanced analytics has significantly enhanced the organizational readiness mindset and efficiency. However, the accelerated flow of digital information also introduces new challenges, emphasizing the indispensable role of critical human judgement while recommending a hybrid human–AI collaboration approach for effective crisis communication and management. This study further highlights the importance of cultivating digital fluency, core skillsets, strategic stakeholder coordination, and developing a human‐centric AI governance framework for crisis communication professionals navigating complex crises proactively and resiliently. By addressing notable empirical and theoretical gaps, this research offers important theoretical insights into readiness applicability in the HK context, while providing organizations and practitioners with actionable strategies to enhance their crisis readiness in the digital era.