Air India is under scrutiny after CEO Campbell Wilson released a crisis video strikingly similar to one by American Airlines CEO Robert Isom earlier this year.

From tone to structure, the resemblance was uncanny — sparking speculation online about the use of AI-generated scripts. The near-identical delivery has raised fresh concerns over templated crisis responses, and whether they risk doing more harm than good. MARKETING-INTERACTIVE spoke to industry professionals for their take.

This analysis piece was written by A'bidah Zaid Shirbeeni.