diff --git a/pkg/execute/executor.go b/pkg/execute/executor.go
index 1deac40a1..523f93f88 100644
--- a/pkg/execute/executor.go
+++ b/pkg/execute/executor.go
@@ -88,12 +88,12 @@ func (e *DefaultExecutor) Execute(ctx context.Context) interactive.CoreMessage {
 
 	flags, err := ParseFlags(expandedRawCmd)
 	if err != nil {
-		e.log.Errorf("while parsing command flags %q: %s", expandedRawCmd, err.Error())
+		e.log.WithError(err).WithField("msg", expandedRawCmd).Error("Failed to parse user message")
 		return interactive.CoreMessage{
 			Description: header(cmdCtx),
 			Message: api.Message{
 				BaseBody: api.Body{
-					Plaintext: err.Error(),
+					Plaintext: cantParseCmd,
 				},
 			},
 		}
diff --git a/pkg/execute/params.go b/pkg/execute/params.go
index 71ce3dd1d..0db2e0b01 100644
--- a/pkg/execute/params.go
+++ b/pkg/execute/params.go
@@ -1,7 +1,6 @@
 package execute
 
 import (
-	"errors"
 	"fmt"
 	"regexp"
 	"strings"
@@ -31,6 +30,8 @@ type Flags struct {
 
 // ParseFlags parses raw cmd and removes optional params with flags.
 func ParseFlags(cmd string) (Flags, error) {
+	cmd = ensureEvenSingleQuotes(cmd)
+
 	cmd, clusterName, err := extractParam(cmd, "cluster-name")
 	if err != nil {
 		return Flags{}, err
@@ -54,7 +55,7 @@ func ParseFlags(cmd string) (Flags, error) {
 
 	tokenized, err := shellwords.Parse(cmd)
 	if err != nil {
-		return Flags{}, errors.New(cantParseCmd)
+		return Flags{}, err
 	}
 	return Flags{
 		CleanCmd:     cmd,
@@ -110,6 +111,21 @@ func extractParam(cmd, flagName string) (string, string, error) {
 	return cmd, withParam, nil
 }
 
+// ensureEvenSingleQuotes ensures that single quotes are even. It is required, e.g., for AI plugins to work.
+// Otherwise, the command won't be parsed correctly (removing cluster name flags, etc.) and will result in an error.
+// This is only a workaround for now. Ultimately, we should find a better and more generic way for extracting
+// parameters. Additionally, we should delegate command tokenizing to the plugin.
+func ensureEvenSingleQuotes(cmd string) string {
+	for _, k := range []string{`‘`, `'`, `’`} {
+		no := strings.Count(cmd, k)
+		if no%2 == 0 {
+			continue
+		}
+		cmd = strings.Replace(cmd, k, k+k, 1)
+	}
+	return cmd
+}
+
 func extractBoolParam(cmd, flagName string) (string, bool, error) {
 	flag := fmt.Sprintf("--%s", flagName)
 	var isSet bool
diff --git a/pkg/execute/params_test.go b/pkg/execute/params_test.go
index 7e7aadc91..2359885f8 100644
--- a/pkg/execute/params_test.go
+++ b/pkg/execute/params_test.go
@@ -92,6 +92,20 @@ func TestRemoveBotkubeRelatedFlags(t *testing.T) {
 			ClusterName: "api",
 			Filter:      "=./Users/botkube/somefile.txt [info]",
 		},
+		{
+			Name:        "Handle even number of single quotes with text filter and cluster name extraction",
+			Input:       `@botkube ai I'm not sure if it's what's best for us, but let's give it a try.   --cluster-name='api' --filter="=./Users/botkube/somefile.txt"`,
+			Cmd:         `@botkube ai I'm not sure if it's what's best for us, but let's give it a try.  `,
+			ClusterName: "api",
+			Filter:      "=./Users/botkube/somefile.txt",
+		},
+		{
+			Name:        "Handle odd number of single quotes with text filter and cluster name extraction",
+			Input:       `@botkube ai are there any failing pods? It's what's been keeping me energized lately  --cluster-name='api' --filter="=./Users/botkube/somefile.txt"`,
+			Cmd:         `@botkube ai are there any failing pods? It's what's been keeping me energized lately `,
+			ClusterName: "api",
+			Filter:      "=./Users/botkube/somefile.txt",
+		},
 	}
 	for _, tc := range testCases {
 		t.Run(tc.Name, func(t *testing.T) {