Digital Engagement Center (DEC) as a strategic communication system for early detection of reputation crises

The rapid growth of the digital information ecosystem, characterized by cross-channel conversations, the spread of misinformation, and the increasing vulnerability of corporate reputation, highlights the urgency of developing strategic communication systems powered by data and artificial intelligence for early detection and crisis mitigation. This study therefore focuses on examining the role and effectiveness of the Digital Engagement Center (DEC) at PT United Tractors Tbk (UT), while also exploring the experiences, practices, and perceptions of communication and management practitioners regarding its use in strategic decision-making. Although the literature on media monitoring, AI-driven communication, and early warning systems is extensive, research on their application in the form of an integrated system such as DEC remains limited, particularly in developing countries like Indonesia. This makes the study relevant in addressing this gap and providing both theoretical and practical contributions. In the employing qualitative intrinsic case study design, data were collected through interviews, observations, and document analysis, and analyzed using thematic analysis. The findings indicate that DEC is an effective AI-enabled early warning system for real-time analysis, classification, and prediction of issues while requiring validation by a human for shifting communication toward a proactive rather than reactive model. Effectiveness is further evidenced by early detection of issues such as the internal PPE case, whereby supported automated notifications, monthly sentiment reports, and the AMEC model underscore the significance of timely imports, interpretation, and support within the organization. Moreover, DEC serves as a strategic instrument for leaders and communication practitioners to design narratives, strategies, and data-driven policies through its interactive dashboard and escalation SOPs, thereby strengthening public trust and fostering a more adaptive and collaborative organizational communication culture. Key Words: Communication Strategies; Artificial Intelligence; Corporate Reputation