The Emergence of AI Deepfakes and Their Impact on Strategic Crisis Communication: Practitioners' Perspectives From Kenya

ABSTRACT The rapid advancement of artificial intelligence (AI) generated synthetic media, particularly AI deepfakes, presents emerging challenges for public relations (PR) practice worldwide, with heightened implications in contexts characterized by high misinformation prevalence and uneven digital literacy. This study examines how Kenya's crisis managers perceive, understand, and respond to the rise of AI‐generated deepfakes, with particular attention to strategic crisis management and communication. Using a qualitative research design, the study draws on in‐depth interviews with 20 PR practitioners affiliated with the Public Relations Society of Kenya (PRSK). The findings indicate that crisis managers in Kenya are increasingly aware of AI deepfakes' reputational risks, especially their speed of dissemination, realism, and capacity to undermine public trust before verification can occur. While technical expertise remains limited, practitioners demonstrate strategic awareness of AI deepfakes as a crisis communication threat and emphasize the need to shift from reactive responses to proactive preparedness. Key response strategies identified include integrating AI deepfake scenarios into the crisis management plan, strengthening stakeholder relationships, enhancing media monitoring and real‐time sentiment analysis, and collaborating with fact‐checking and technology partners. The study further highlights contextual challenges unique to Kenya's digital and sociopolitical environment, including infrastructural constraints, low public awareness of AI deepfake risks, and an emerging regulatory environment. The findings of this study underscore critical gaps in professional capacity, ethical guidance, and institutional coordination. There is an urgent need for targeted AI literacy initiatives, context‐specific ethical standards, and policy interventions to strengthen the resilience of public relations practice in Kenya's evolving AI‐driven information ecosystem.