Wang, YijingLaufer, Daniel2026-03-162026-03-162025-10-28Business Horizons, ISSN: 0007-6813 (Print), Elsevier BV. doi: 10.1016/j.bushor.2025.10.0060007-6813http://hdl.handle.net/10292/20771The rapid development of generative artificial intelligence (GenAI) has marked a significant shift in how organizations operate and innovate. While GenAI offers new opportunities, it has also created new risks that can escalate into crises. Importantly, these crises are not always limited to the organization where they originate but can spill over to other organizations in the same sector, leading to broader reputational consequences. This article investigates such spillover crises in the age of GenAI. We build on Laufer and Wang’s crisis spillover model and extend it to GenAI-related contexts. Specifically, we identify five types of spillover crises associated with GenAI and illustrate them through real-world cases. These cases highlight how reputational damage can extend beyond a single firm, affecting others in the industry. We propose a strategic framework to help organizations identify the risk of spillover crises, and we offer prescriptive guidance for avoiding, mitigating, or responding to spillover crises when they occur.© 2025 Kelley School of Business, Indiana University. Published by Elsevier Inc. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).35 Commerce, Management, Tourism and Services3507 Strategy, Management and Organisational BehaviourMachine Learning and Artificial Intelligence1503 Business and Management1505 MarketingBusiness & Management3505 Human resources and industrial relations3506 Marketing3507 Strategy, management and organisational behaviourCrisis spilloverGenerative AICrisis typesReputational damageCrisis responsestrategiesJournal ArticleOpenAccess10.1016/j.bushor.2025.10.006