This story reached the PRAO desk a week after the tragic Air India crash in Ahmedabad on 12 June, but the backlash surrounding the airline’s crisis comms is only now gaining traction online.

Following the disaster, Air India’s CEO Campbell Wilson released a video message, standard practice in such moments. 

However, what was intended as a message of condolence and leadership has drawn criticism for closely mirroring the language used by the head of American Airlines after a separate fatal crash in Washington earlier this year. The phrasing, tone, and cadence are strikingly similar.

Authenticity is non-negotiable in a crisis. Protocols and frameworks are essential, but a CEO’s words should feel lived-in, not lifted. In this case, the response came across as flat, detached, and, some say, plagiarised.

The result? A message that felt corporate rather than compassionate. It’s also prompted an unusual question, was the spokesperson real? The delivery, mannerisms and visual style have led some to speculate whether AI tools like Synthesia were involved. We can’t confirm that, but if real leaders are coming across like avatars, it’s time to reassess the human touch in high-stakes communication.

This case is a reminder: the moment demands more than the right words, it demands the right voice.

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