En octubre de 2024, Interbank faced one of the largest reputational incidents in Peru. The leak of more than three million customer records—including sensitive data such as passwords and card numbers—put to the test not only the entity's technological security, but also its capacity to reputational crisis management with artificial intelligence and strategic communication.
In situations like this, the speed with which information is managed is as critical as the robustness of defense systems. And this is where the pillars of strategic communication supported by AI.
Radical transparency
When the personal data of millions of people is exposed, there is no room for half-truths. Transparent and clear communication is the only way to retain customer trust. Acknowledging the scale of the attack and explaining what is being done to contain it prevents the narrative from being built around rumors. International examples, such as ciberataque a British Airways, muestran cómo la falta de claridad inicial amplifica la crisis.
Stakeholder management
The impact of a data crisis goes beyond banking customers: it affects regulators, investors, business partners, and even the country's financial system itself. Designing differentiated messages for each stakeholder group is essential. As the World Economic Forum, la confianza digital y la reputation strategy based on smart data They are increasingly decisive assets in business continuity.
Multi-channel coherence
During the crisis, Interbank faced disruptions to its app, Plin operations, and ATMs. At the same time, customers were searching for answers on social media and news outlets. Consistent messaging across all channels is vital to avoid conflicts. According to Deloitte, the corporate reputation and artificial intelligence must be integrated to ensure consistency and narrative control in high-pressure contexts.
Control narrative
A basic principle of strategic communication is that the organization must not only tell what happened, but also establish a narrative that demonstrates leadership. In this case, the necessary narrative was clear: “We are victims of a crime, we are acting firmly, and the safety of our clients is our priority.”. Cases like that of Equifax en 2017 They demonstrate how costly it is not to build this story from the beginning.
Golden time
In digital crises, the first hour often makes the difference between controlling the narrative or losing it. In the case of Interbank, the delay in providing an initial message contributed to user anxiety on social media. Institute for Public Relations highlights that speed of response is the greatest determinant of trust during a crisis.
Visible responsibility
Visible Accountability Although the bank was the victim of an external attack, public expectations demanded accountability with concrete actions. Measures such as offering free credit monitoring or temporary compensation are visible signs of commitment. Edelman Trust Barometer shows that the perception of direct responsibility is more important than any defensive statements.
Active listening and digital monitoring
Outrage on social media can quickly turn into massive rejection. Monitoring conversations in real time allows us to identify sources of concern and respond before they escalate. In fact, PwC warns that organizations that do not invest in media monitoring with artificial intelligence are 30% more likely to face protracted crises.
The challenge in practice
Applying all these principles manually is almost impossible. The speed and volume of information mean that even large teams are unable to cope with the pace of the crisis. What's needed isn't more people, but AI tools for corporate reputation, capable of processing data in real time, identifying priorities and providing experts with the analytical basis to make decisions quickly and accurately.
The difference of having intelligent support
In the age of information overload, it's not enough to react: you have to anticipate, classify, and respond quickly. And that can only be achieved when communications teams have the necessary skills. artificial intelligence platforms for corporate communications that transform noise into strategic knowledge.
In that maelstrom of data, NUMA se presenta como la herramienta indispensable para enfrentar una crisis reputacional con control, precisión y confianza. ¿Quieres saber cómo puede aplicarse en tu organización? Ponte en contacto con uno de nuestros consultores expertos y descubre cómo transformar la comunicación en tu mejor defensa.
