AI marketing in times of crisis: Smart, human-focused, and life-changing

My life was forever changed when the Eaton fires tore through Altadena, CA. Nearly 70% of our beloved city, including my home and everything in it, was reduced to ash.

Amid this devastation, I found hope in an unexpected place: the kindness of brands supporting displaced families. A community spreadsheet with a list of Brands Helping Families Impacted by LA Fires began circulating, and I contacted several listed companies. What followed was an outpouring of generosity that has eased some of the financial burden of rebuilding and reminded me of the profound impact thoughtful marketing and action can have during a crisis.

The Human Side of Marketing: How Brands Responded

Each brand that responded demonstrated generosity and humanity, creating a lasting impression on me and my family.

Here are some of the thoughtful ways they helped:

• CherryLA went above and beyond, driving across two counties to deliver a large box of new clothing directly to my temporary housing 60 miles south of the fire zone.

• AG Jeans sent several pairs of jeans for each member of my family, ensuring we had essential clothing to begin rebuilding.

• LivingSpaces is providing free mattresses. I have not picked up a mattress yet, but I will as soon as I secure more permanent housing.

• Beekeepers Naturals sent a care package filled with honey products, offering comfort and immune support during a stressful time.

• Lululemon gave my family members a $200 store credit, allowing us to select exactly what we needed.

• Revgear sent a care package for my 13-year-old daughter, filled with martial arts gear so she could continue practicing while being displaced.

• Urban Outfitters created a "free store" at one of their locations, allowing us to shop for essentials with dignity.

• Vuori created care packages containing four pieces of clothing for each person.

• ButcherBox, Just Thrive Vitamins, and Heart and Soil replaced previous orders.

These responses were acts of humanity, reminding me that brands can be more than businesses; they can be allies in times of need.

Where AI fits into crisis marketing

These remarkable acts of generosity highlighted the power of human-centered marketing and left me wondering how brands could scale such efforts even further. While their actions were deeply personal, technology—especially AI—can amplify these gestures, making it easier for brands to identify those in need, personalize their outreach, and coordinate relief efforts efficiently.

Below, I've compiled a detailed list of AI prompt examples to show how businesses can use AI during crises to provide meaningful support and build lasting relationships with the communities they serve.

Detailed AI prompt examples for crisis marketing

1. Identifying and reaching those in need

• "Analyze recent Twitter conversations about the Eaton fires in Altadena, CA. Identify recurring themes, emotions, and mentions of urgent needs."

• "Search for mentions of 'lost home' or 'fire relief' in public Facebook groups. Summarize what people are asking for help with."

• "Using sentiment analysis, identify Instagram posts related to disaster relief where users express distress or need assistance."

2. Personalizing support at scale

• "Write a compassionate email template for customers affected by a natural disaster, offering them a $200 credit and resources for additional support."

• "Generate personalized text messages to customers in Altadena, CA, thanking them for their loyalty and offering support after the recent fires."

3. Simplifying the assistance process

• "Draft a chatbot script for displaced families to request assistance. Include options for free clothing, care packages, and emotional support resources."

• "Create a step-by-step guide for setting up a user-friendly landing page where fire victims can apply for aid."

4. Coordinating logistics for relief efforts

• "Create a route optimization plan for delivering care packages to families displaced by wildfires. Include priority for families furthest from relief centers."

• "Write a script for a warehouse chatbot to prioritize packing and shipping care packages for crisis-affected areas."

5. Amplifying awareness and building community

• "Generate a series of Instagram captions for a campaign promoting free products for wildfire victims. Include hashtags like #EatonFireRelief and #CommunitySupport."

• "Draft a tweet for a health-focused company offering free care packages of honey products to needy families."

6. Building long-rerm relationships with impacted customers

• "Draft a follow-up email to families who received free products, checking in on their recovery and offering additional support if needed."

• "Create a script for a customer survey asking fire victims about the effectiveness of the brand's relief efforts."

Kindness as a brand differentiator

Helping people in times of crisis is one of the most powerful ways for a brand to build loyalty that lasts a lifetime. When individuals are at their most vulnerable, acts of generosity and support create a deep emotional connection. For someone who has lost everything, a simple care package, replacement order, or thoughtful gesture becomes more than a product—it becomes a symbol of compassion and humanity.

This emotional attachment often transforms a one-time customer into a lifelong advocate, someone who associates the brand not just with its offerings but with the kindness and stability it provided during a difficult time. People remember who showed up when they needed it most, and those memories foster trust, gratitude, and a sense of loyalty that traditional marketing strategies simply cannot replicate. In the end, helping during a crisis doesn’t just make an immediate impact; it solidifies the brand’s place in the hearts and minds of those it supports.

Lessons from crisis: marketing with heart and intelligence

The Eaton fires taught me that marketing, at its best, isn't about selling—it's about showing up. The brands that supported my family didn't just offer products; they offered compassion, hope, and a sense of stability during one of the most challenging times of our lives.

When used wisely, AI can help brands act faster, scale their efforts, and create deeply meaningful connections. It's not about replacing humanity but enhancing it—helping brands identify where they're needed, personalize their outreach, and deliver support efficiently and effectively.

In times of crisis, marketing done right isn't just a strategy—it's a lifeline. With the help of AI, more brands can step into that role, creating lasting loyalty and, most importantly, making a real difference.

To every brand that reached out, thank you for showing me—and so many others—that marketing can indeed be a force for good.