12–13 May 2026 | Dubai, UAE
Includes McMaster University Executive Education Certificate
After sold-out editions in New York, Vancouver, and Zurich, the AI in Communications Boot Camp comes to the Middle East for the first time.
This is a hands-on, professional-level Boot Camp designed specifically for communication, PR, corporate affairs, and marketing leaders who are expected to use AI with confidence, speed, and credibility, while protecting trust, reputation, and quality.
All attendees receive a Certificate of Attendance from the McMaster University Master of Communications Management Executive Education program, making this not just training, but a recognised executive learning experience.
With key insights from global brands including Spotify, Google, Papa John’s, talabat, du, and Amazon Saudi Arabia, plus a full-day, hands-on executive workshop led by Alex Sévigny, PhD, APR, tenured Associate Professor of Communications Management and faculty member of the Master of Communications Management Executive Education program at McMaster University.
This is not a trends event or a showcase of tools. It is a working Boot Camp focused on how communications teams actually operate under pressure.
Over two intensive days, you will learn how to integrate AI into real communications environments—from strategy and storytelling to crisis readiness and executive decision-making—without introducing new risks or undermining credibility.
You will see where AI genuinely adds value, where human judgment remains essential, and how to combine the two into workflows that are repeatable, defensible, and measurable.
This Boot Camp is designed for professionals who:
Whether you work in corporate communications, PR, marketing, healthcare, government, or public affairs, the focus is on real-world application, not theory.
Every participant receives a Certificate of Attendance from the McMaster University Master of Communications Management Executive Education program.
Brochure download (260 kB)
Across North America, Europe, and the Middle East, with senior-level participants from corporate, public sector, and healthcare organizations.
The only AI communications Boot Camp built entirely around real case studies, proven workflows, and implementation lessons from leading global organizations.
Limited to 70 participants to ensure hands-on learning, meaningful discussion, and direct access to experts.
Insights and examples shared by communications leaders from some of the world’s leading organizations.
Head of Corporate Communications and Stores Communications at Amazon Saudi Arabia
AI is no longer a future trend; it is actively reshaping how communications is planned, executed, measured, and trusted. This opening keynote sets the strategic foundation for the AI in Communications Boot Camp by cutting through hype to explain what is genuinely changing—and what is not. It explores how AI is redefining the communicator’s role, from content creation and audience insight to reputation management, ethics, and decision-making, and what skills, mindsets, and guardrails communicators need to stay credible, relevant, and in control in an AI-driven world.
Simon Ornelis-Park, Director Brand Development and Corproate Identity, du
AI is no longer a future capability. It is already reshaping how communications teams plan create analyze and respond. Yet many organizations remain stuck between experimentation and real adoption. This session focuses on how to move from isolated AI use cases to practical scalable implementation across communications functions. Participants will explore where AI delivers genuine value today how to integrate it into existing workflows without compromising judgment trust or brand voice and what it takes to secure internal buy in from leadership and teams. The session cuts through the noise to provide a realistic roadmap for turning AI from a promising concept into an operational advantage.
Fahad A. Bahdailah, Head of Corporate Communications and Stores Communications, Amazon Saudi Arabia
As AI becomes embedded in communications workflows, the real risk is no longer adoption—but misuse, opacity, and loss of trust. This session explores how communications leaders can build clear ethical guardrails for responsible AI use, balancing innovation with accountability. Participants will learn how to define governance principles, ensure transparency around AI-assisted decisions, and communicate AI use credibly to internal and external stakeholders—before trust is questioned or challenged.
Joseph John Nalloor, MEPRA Fellow,Media Educator, Strategy Board Member - MEPRA, Board Member PRCA MENA Margaret Flanagan-Co-Founder at Tales & Heads, AI Committee of the Middle East PR Association (MEPRA)
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
This session cuts through the hype to clarify where AI genuinely adds value to creative strategy—and where human insight remains irreplaceable. It explores how communicators can use AI to expand strategic thinking, test creative directions, and surface sharper insights, without diluting originality, brand voice, or intent. Participants will gain a practical understanding of AI’s strengths and limitations in ideation, concept development, and narrative framing, and learn how to integrate AI into the creative process as a disciplined tool that enhances judgment, speed, and strategic confidence rather than replacing creative leadership.
Ali Cheikhali, Creative Strategy & Innovation Lead, Google
This practical keynote explores how generative AI elevates storytelling by strengthening thinking, clarity, and decision-making—without replacing human creativity. Rather than focusing on tools, the session positions AI as a cognitive partner for communicators and leaders, helping them shape stronger narratives, pressure-test ideas, and make smarter storytelling choices. Attendees will learn how to use AI responsibly to build stories that resonate, scale across audiences, and deliver real impact.
Chama Moumile, Communications Director, talabat
Most organisations are using AI in a generalist way to support writing, research, and analysis. It saves time, but it rarely creates advantage. When everyone uses AI the same way, differentiation disappears.
This session focuses on the next phase of AI adoption: defining specific problems and training AI to solve them. Rather than broad experimentation, it shows how communicators can apply AI to clearly defined challenges and embed it into everyday workflows to drive real, measurable impact.
Henry Jakins, Founder and CEO, The House of Alchemy
AI is reshaping how communicators work—and custom AI agents are quickly becoming the most powerful tool for boosting speed, productivity, and measurable impact. In this session, Karim Chaanine will show how communication teams can build and use tailored AI agents to streamline research, enhance content creation, optimize workflows, and deliver real ROI.
Through practical examples and proven frameworks, you’ll learn how to integrate custom agents into day-to-day communications, improve team efficiency, and elevate the quality and consistency of your outputs. This is your roadmap to transforming your communications function with AI—faster, smarter, and with clear business value
Karim Chaanine, Chief Marketing Officer, PJP Investments Group (Papa John’s GCC)
This full-day, professional-level training equips you with practical, immediately usable skills to apply generative AI in communications and marketing work. The focus is on safe, strategic use with measurable impact—helping you understand how modern AI tools actually work, where they can and cannot be trusted, and how to manage risks such as hallucinations, confidentiality, and brand voice drift.
What You’ll Learn
You gain a clear, practical understanding of how generative AI fits into real communications environments, including:
- How modern generative AI tools work—and where they should not be trusted
- How to manage AI-related risks such as hallucinations, confidentiality issues, and brand voice drift
- How to apply human judgment alongside AI to protect credibility, accuracy, and reputation
Applying AI to Real Communications Work
The training is hands-on and grounded in real-world communications workflows you already use, including:
- Turning transcripts into executive briefs and action logs
- Extracting storylines and insights from datasets
- Using AI as a strategic and contrarian thinking partner to strengthen messaging and decision-making
High-Value AI Use Cases for Communicators
You explore advanced, high-impact applications of AI that are shaping modern communications, including:
- Avatar-enabled video workflows
- Generative Engine Optimization (GEO) to improve discoverability in AI-driven search and summaries
- Advanced structured prompting (JSON/XML) to create consistent, reusable outputs at scale
Capstone Build
You design a practical CustomGPT or Copilot-style assistant tailored to a real communications task, such as:
- Brand voice and compliance checks
- Press release-to-social content kits
- Issues and reputation triage
- Executive briefing generation
What You Take Back to Work
You leave with:
- Practical templates and reusable prompt libraries
- A clear 30-day implementation plan
- Skills you can apply immediately in day-to-day communications work
About Your Workshop Leader: Alex Sévigny, PhD, APR, is a tenured associate professor of communications management at McMaster University in Hamilton, Ontario, Canada. He teaches in the internationally recognized McMaster University Master of Communications Management, an executive education degree that offers the core courses of the MBA complemented by cutting-edge knowledge of strategic communications. He is the CPRS Chief National Accreditation Examiner, overseeing the APR program for the national society. He has been a lecturer, consultant, and trainer around the world for global corporations, not-for-profits, government agencies, governments, military, as well as postsecondary and health institutions. Alex is known for his friendly, engaging, and encouraging style—his courses are highly valued by professionals who want to build confidence and practical skills while enjoying the learning process.
Sponsoring a P World event places your brand inside a high-trust environment with influential decision-makers who shape strategy and opinion. Sponsors are positioned as credible partners through meaningful visibility, thought-leadership alignment, and direct engagement, creating lasting brand value beyond the event itself.
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This program can also be delivered as a tailored in-house training for your organization. We adapt the content to your industry, objectives, and level of maturity, focusing on real challenges your teams face and the decisions they need to make. In-house formats allow your people to align on a shared approach, work through relevant scenarios, and build skills they can apply immediately.
If you’re exploring an in-house option, tell us a bit about your team, priorities, and timing, and we’ll recommend the right format.
Contact us about in-house training
AI in Public Relations
