Risk Scenario Projection for Natural Disasters Through Artificial Intelligence for Marketing Activities Continuity

Abstract

The COVID-19 crisis has exposed corporate susceptibility to natural disasters, highlighting the essentiality of risk management and business continuity, as per the guidelines of ISO 31000 and NFPA 1600. The fivefold increase in natural disasters in half a century, with a substantial growth in economic costs when they occur, exemplified by Hurricane Katrina, underscores the importance of business resilience. With the possibility of a solar storm, as indicated in studies by George Mason University (USA), which could shut down the internet for months in 2024, the importance of measures against the lack of business recovery plans increases, as it can severely compromise the survival of companies in post-disaster scenarios. Investments in resilience strategies, including digital tools and future scenario projection analysis, are crucial to mitigate interruptions and losses. In this context, this article points out that the integration of risk management practices for companies through the lens of Strategic Design with the aid of Artificial Intelligence (AI), is imperative for corporate sustainability in the face of increasing adversities.