How AI is reshaping recalls

A recent letter from the U.S. Food & Drug Administration (FDA) encouraged industry leaders to streamline and enhance product recall communications, highlighting the need for industry and government systems to transform and evolve to deliver timely updates to the public. As part of the letter, the FDA recommended a strategic overhaul for communications strategies leveraging cutting-edge technologies to collect, analyze, and disseminate recall information.

While it’s critical that technology, and eventually AI, be used throughout the recall comms process—and it already is—there are numerous other aspects of recalls that are already being improved by technology that will continue to see significant advancements in the second half of 2025 and heading into 2026. This also comes at a time when the number of recalled products surged 25% to 125.37 million, and the number of food items recalled by the FDA increased by 232% in Q1 2025.

As communications teams, companies, and consumers see the impact of these changes, company reputation and brand trust will be improved as well amid a rapidly changing regulatory environment.

The New Landscape for Recall Comms

The name of the game with recalls is speed. Consider a food recall. An allergen or bacterial contamination occurs, and consumers need to know as soon as possible. Companies should be using a multi-modal approach with the knowledge that it will never be one-size-fits-all. This strategy is vital in ensuring a smooth and efficient recall process which will soon be substantially expanded in its effectiveness as AI is integrated in a larger capacity.

As companies’ communication strategies improve, including finding new avenues to reaching consumers, understanding generational differences, and identifying tech that is best used to reach them (apps and digital notifications for younger generations, calls and even fax machines for older generations), the ability for consumers to communicate with companies will progress as well. Improvements in contact centers, through AI, will soon enhance inbound and outbound channels, helping to provide timely, precise, and personalized assistance at every step.

The future of comms, and call centers, for recalls may see AI agents offering responses to consumers in different languages at all hours of the day, with human agents taking over when tasks become more complex. This represents the first stage in an exciting transformation for the comms strategies of companies across sectors, and one that will set them up to be better prepared for all aspects of a recall as AI’s presence continues to grow—and not just in comms.

Companies Will Improve the Entire Lifecycle of a Recall

Beyond comms strategies, technology will be critical in the entire lifecycle of a product and a recall. Already, tech is supporting companies in monitoring the effectiveness of recalls, including early identification, product defects or issues, and more, through social media scraping, monitoring regulatory updates, and identifying trends and insights. Early identification is just one part of the process, but a substantial one. This can reduce the impact of a recall and the amount of time a defective product is in the market.

Once AI has assisted in early identification, its next role is supporting in monitoring the effectiveness of a recall. Social media scraping and AI tools can track the progress of a recall to see if consumers are still concerned about their products, or are having difficulties in understanding their best course of action, and if a company will need to shift the public narrative if there is still skepticism.

Another key point of emphasis for companies and their use of AI is, and will continue to be, the identification of bad players in the recall space. As fraud persists, in which duplicated or manipulated photos of defective products are sent in with the goal of receiving payment, gift cards, or replacement products, AI will be key in weeding out the real from the fake. What will determine the success of AI in recalls, as it will in all other sectors, is establishing trust. Consumers must trust that AI is finding new solutions, identifying recalls at a more rapid pace, supporting their needs through call centers, and more. Companies, in turn, must ensure that employees are properly trained to use this technology, understand where it is delivering value, and know where human oversight is still required, so they are not fearful of it automating their roles, and understand the road ahead.

A Transformed Landscape for the Benefit of All

While the FDA is pushing for improved recall practices, companies should already be planning these and understanding how AI is set to transform every aspect of their strategies. The benefits are significant for companies, consumers, and overall brand trust, if tech integrations are accomplished with planning, precision, and patience.

In tandem with a smart and balanced AI strategy should be the acknowledgment that regulators across industries are rapidly changing guidelines for this technology as they look to keep pace with international competition, as well as drive innovation while balancing user safety. New enforcement protocols, and litigation, which emerged as a significant trend in 2024 with organizations filing lawsuits against agencies and regulators pushing criminal actions against companies and individuals related to recall and product safety issues, are crucial to keep in mind as well. Finally, the regulatory landscape, both for recalls and AI, has evolved significantly in the U.S. and the EU, as well as globally, requiring diverse strategies for each region.

Yet, a comprehensive comms and company strategy for recalls that understands where we are now with AI, and where we’re going, will set up leaders and their customers for success, safety, and much more moving forward.