Creative Intelligence: How AI is Fueling Bold New Campaign Ideas
AI is no longer just a tool for efficiency—it’s becoming a collaborator in the creative process. From generating fresh concepts to unlocking data-driven insights, AI is helping brands dream bigger and move faster. In this session, we’ll explore how AI is being used to spark bold campaign ideas that break through the noise and connect with audiences in unexpected ways. You’ll learn how creative teams are blending human intuition with machine intelligence, balancing experimentation with brand integrity, and pushing the boundaries of what’s possible in storytelling. The focus: using AI not to replace creativity, but to supercharge it.
Simon Jenkins, Head of Creative Intelligence, Spotify
Building Ethical Guardrails: Ensuring Responsible AI in Communications
As AI becomes embedded in the daily work of communicators, the ethical stakes have never been higher. How do we embrace innovation without compromising transparency, accountability, or trust? This session explores the frameworks and guardrails organizations must build to ensure AI is used responsibly in storytelling, stakeholder engagement, and reputation management. From tackling bias and misinformation to safeguarding data integrity, you’ll learn how to balance speed and scale with values and ethics. The goal: to help communicators lead the conversation on responsible AI adoption—protecting both their organizations and the public they serve.
Stuart Bruce, PR Futurist & Co-founder, Purposeful Relations
Case Study: Building an AI Community of Practice at ABB
In this case study, Megan will share how ABB is addressing employee needs in applying AI, highlighting the most widely used tools and practical examples from daily work. She will also discuss the value of a dedicated community of practice in fostering continuous learning, upskilling, and knowledge sharing across the organization.
Megan Ronaldson, Global Digital Communications Lead, Electrification, ABB
From Random Acts of AI to a Cew Comms Operating Model
Most comms teams use AI horizontally - ad-hoc by individuals, resulting in wildly varying quality, risk, and ROI. This session makes the case for vertical integration: embedding AI inside named, high-stakes workflows with clear decision rights, do-use / do-not-use boundaries, and a few good-friction checkpoints.
You will learn how to place AI where it raises decision reliability and avoid it where it introduces brand/legal risk. The result is fewer rewrites and escalations, cleaner sign-offs, and faster true progress.
Jorunn Aamodt, Global Communications Business Partner, IKEA
AI Tools for Government Affairs Professionals: Ethics, Influence, and Impact
AI is transforming how government affairs leaders monitor policy, map stakeholder sentiment, and shape advocacy strategies—but with new opportunities come new responsibilities. In this session, you will explore how to integrate AI tools responsibly into public affairs, balancing innovation with integrity, avoiding bias and disinformation, and ensuring transparency and accountability while building scalable, ethical strategies that strengthen stakeholder trust.
David Mills, Corporate and Government Affairs Director, European Markets, Mondeléz International
From Prompt to Impact: Using Generative AI to Supercharge Brand Storytelling
Generative AI is transforming the way brands imagine, design, and deliver stories at scale. What once took weeks can now happen in hours—but speed alone isn’t enough. In this session, you’ll explore how generative AI can be harnessed to inspire new narratives, personalize content for diverse audiences, and extend the creative reach of your communications team. We’ll look at the opportunities and pitfalls of prompt-driven creativity, and how to ensure brand voice and values remain intact while experimenting with new formats and platforms. The takeaway: how to turn simple prompts into storytelling that resonates, engages, and drives real-world impact.
Richard Tigges, Director Global Strategic Communications, AUDI AG
Deepfakes and Disinformation: Navigating the New Frontlines of Crisis Response
The rise of AI-fueled disinformation and hyper-realistic deepfakes has created one of the greatest challenges modern communicators will ever face. False narratives spread faster than facts, eroding trust and destabilizing reputations in minutes. This session will uncover how disinformation campaigns are built and deployed, the vulnerabilities they exploit, and the profound risks they pose for organizations, leaders, and society at large. Most importantly, you’ll learn proven strategies for detecting, countering, and mitigating these threats before they spiral out of control. From advanced monitoring tools to rapid-response protocols, this session provides the insights you need to defend credibility in a world where seeing is no longer believing.
Oliver Hayes OBE, EMEA Head of Counter-Disinformation, Edelman
Full Day Workshop with Phiilippe Borremans, International AI & Communications Expert: AI in Action: Mastering Tools, Strategy, and Trust in Modern Communications
This full-day, hands-on workshop is designed to move you beyond AI theory and into real-world application. You’ll discover how to unlock AI’s full creative and strategic potential—building smarter campaigns, delivering measurable results, and future-proofing your communications. Through practical sessions, case studies, and live discussions, you’ll leave with an AI toolkit, implementation roadmap, and the confidence to lead AI transformation inside your organization.
We’ll kick off the day with a high-level overview of how AI is transforming public relations—from storytelling and internal comms to media strategy and crisis response—and what this evolution means for communicators moving forward.
Part 1: Ethics in Action – Building Trust with AI
AI can make you faster, but trust keeps you credible. This session dives into the ethical foundations of AI in communications—covering transparency, data privacy, and accountability. Through real-world dilemmas and reputation risks, we’ll explore how to use AI responsibly while maintaining public and stakeholder trust.
You’ll leave with:
- A framework for ethical AI use in comms
- Insights on upcoming regulations and compliance risks
- Best practices for transparency and internal guidelines
Part 2: Making AI Work for You – From Strategy to Execution
AI is only as effective as your strategy. This session offers a step-by-step implementation roadmap, including how to choose the right use cases, build team buy-in, and align AI efforts with your comms objectives.
You’ll hear how top brands:
- Rolled out AI solutions across teams
- Drove adoption with minimal friction
- Navigated the cultural shift AI brings
- Proved ROI through small wins and measurable impact
Part 3: Supercharge Creativity – AI for Content and Campaigns
Explore how AI is revolutionizing how we create content, shape narratives, and build campaigns. From writing headlines and generating visuals to producing videos and personalizing messaging, this session showcases the tools driving faster, bolder storytelling.
You’ll walk away with:
- A toolkit of AI-powered platforms for creative production
- Real examples of campaigns built using AI
- Tips to speed up workflows without losing creative control
Part 4: The AI Toolbox – Must-Know Tools and How to Make Them Work for You
Before you scale, you need to know what’s possible. This session introduces the top AI tools used by leading communicators today—for content creation, media monitoring, audience analysis, internal messaging, and real-time reporting.
You’ll learn:
- Which tools best match your communication goals
- How to integrate AI into your current workflow and tech stack
- How to train AI to reflect your brand voice and values
- How to run a low-risk pilot and scale what works
- A plug-and-play shortlist of tools to get started immediately
Part 5: Smarter Strategies with AI-Driven Data & Insights
It’s time to move beyond vanity metrics. Learn how to use AI analytics to shape data-informed strategies, measure performance, and predict emerging trends. Discover how leading organizations are turning data into real-time intelligence—and using it to influence decisions at the highest level.
You’ll learn:
- How to track sentiment, media trends, and audience behavior
- How to visualize data and translate it into strategic insight
- What KPIs matter in an AI-driven communications landscape
Closing Remarks & Q&A
We’ll wrap the day with final takeaways, a look at what’s coming next in the AI and comms space, and an open Q&A session with our speakers to help you turn learning into action.
About Your Workshop Leader
Philippe Borremans, your workshop leader, is an independent consultant with over 25 years of expertise in risk and crisis communication. He has worked with leading multinational corporations such as Volvo Group, Chanel, Mastercard Foundation, FedEx, Mars Group, Procter & Gamble, and Danone, providing practical advice, tailored training, and realistic simulation exercises to enhance their crisis communication capabilities.
In addition to his consultancy work, Philippe has collaborated with international bodies such as the World Health Organization, the European Union, and the West African Union on risk and emergency communication projects in the context of epidemics and natural disasters.
Before establishing his independent consultancy, Philippe spent a decade with IBM, focusing on corporate, crisis, and online communications, and gained early career experience at Porter Novelli International in Brussels.
As an educator, Philippe regularly shares his knowledge as a lecturer at European and North African universities and business schools. He is a sought-after speaker at industry conferences, discussing crisis communication and the impact of technology on public relations.
Philippe is the author of "Mastering Crisis Communication with ChatGPT; A Practical Guide," released in February 2023, and publishes the newsletter Wag The Dog, which provides insights into current trends in crisis, risk, and emergency communication.
