AI Adoption in Your Organization: Challenges, Strategies, and Impact
As AI becomes more accessible, organizations of all sizes are exploring how these technologies can enhance their communication and operational strategies. This session will focus on how your organization can adopt AI effectively, addressing common challenges like limited resources, budget constraints, and ensuring smooth integration with existing systems. We’ll explore practical strategies to overcome these hurdles, helping you leverage AI to explore new ideas that feed your strategies, to use it as your ghost writing, and data analyser. Through real-world examples, you’ll see how AI can transform brand management, improve relationships with your stakeholders, and create measurable business growth in today’s digital landscape.
Gianmaria Sisti, Head of Digital, Edelman Brussels
Leading the AI Revolution: How PR & Marketing Drive Organizational Change
Explore how PR and marketing professionals can take the lead in enabling AI-driven transformation within organizations. This session will cover the importance of upskilling, the challenges of adopting generative AI, and why PR professionals are uniquely positioned to be effective change managers during this digital evolution. Discover how communication experts can bridge the gap between technology and human creativity, ensuring a seamless integration of AI into business strategies.
Margarita Lindahl, Head of AI, PR & Social Media at Panasonic Connect Europe
Dark AI: The Impact for Communication & PR in the Digital Age
As AI continues to evolve, so do the threats it poses to public relations and digital communication. This session delves into the realms of Dark AI and its impact on communication & PR when malicious actors use AI to manipulate and disrupt messaging across digital platforms. We’ll explore how, despite the agenda, generative AI democratises and bolsters all influencing, the impact of dark design tactics, and the novel challenges AI brings to PR. Discover what makes your organisation vulnerable and learn essential strategies to prepare and defend against the many new threats in the age of advanced AI.
Jukka Niittymaa, Head of AI & Innovations, Sherpa
Lunch for Speakers and Delegates
AI-Powered Crisis Communications: Introducing the 'STOP' Framework for Evaluating Crisis Readiness
Join Joseph Palasz, Deputy Head of Strategy and Crisis Communications at the Government Communication Service, Cabinet Office, as he unveils how AI is transforming crisis communications readiness for His Majesty's Government (HMG). In this session, Joseph will introduce the upcoming 'STOP' framework, a cutting-edge tool designed to assess and enhance crisis communication strategies using AI technology.
Learn how AI can be leveraged to design and evaluate crisis readiness, providing real-time insights, strategic improvements, and a robust defense against emerging challenges. This session will offer a practical look into how AI-driven frameworks can help organizations stay ahead in today’s rapidly evolving communication landscape.
Joseph Palasz, Deputy Head of Strategy and Crisis Communications, UK Government Communication Service, Cabinet Office
Best Practice Corporate Affairs: Balancing the Potential of AI With the Discipline of Reputation Management
Join Piers for a session on building best practice corporate affairs, balancing the potential power of AI in driving insight and foresight with the potential risks of losing control of corporate narratives and reputational grip. Through a series of compelling case studies, this session will delve into the practical applications of AI in corporate affairs, highlighting the gains in terms of speed, analysis and content generation and the threats in terms of ethical jeopardy, cyber vulnerability and reputational risk. You will learn strategies for harnessing AI to boost productivity in daily communications while enhancing your preparedness for crisis scenarios.
Piers Rosenfeld-Schreiber, Corporate Affairs Director, Business, BT
Networking and Refreshment Break
Time to Get Real: Excel at Your Day Job and Elevate Your Comms with Powerful, Relevant Prompting
It’s time to work through the AI fog to more clearly see what AI can do for YOU on a daily basis. This session will bring you closer to the tools and showcase unexpected ways that they can be harnessed to make your comms hit harder and your working day easier. Refined over the course of two years through in-person workshops, trainings and ongoing AI curriculums this session draws insights from clients from across a wide range of markets and industries. Giving you not just practical prompting skills but an unmatched level of perspective from your peers.
James Robertson, Head of Digital Comms & AI, Weber Shandwick
DEI & AI: Navigating Opportunities and Challenges in Communication
Join Advita as she leads a candid and insightful discussion on the intersection of diversity, equity, and inclusion (DEI) with artificial intelligence (AI) in communication. In this session, Advita will explore the potential of AI to both advance DEI goals and inadvertently perpetuate biases. Through honest dialogue and real-world examples, participants will gain a deeper understanding of how AI algorithms can impact various groups within organizations. Advita will navigate the opportunities and challenges presented by AI in promoting inclusive communication practices, providing practical strategies for leveraging innovation to foster a more equitable and diverse workplace.
Advita Patel, Director, CommsRebel & Co-host of an Award-Ainning podcast, CalmEdgedRebels and A Leader Like Me
End of Day One
AI-Powered Crisis Communication: Navigating Turbulent Times (A Full Day Workshop)
Part 1:Understanding the New Complexity of Crises
- Dive into how social movements, geopolitics, and the concept of permacrisis impact crisis communication.
- Discussion on the necessity of evolving crisis communication strategies to manage complex and interconnected crises effectively.
Part 2: Introduction to Artificial Intelligence in Crisis Management
- Overview of AI, its ethical implications, and potential in enhancing crisis management strategies.
- Emphasis on understanding the basics of machine learning and natural language processing.
Part 3:AI Tools Across the Crisis Communication Cycle
- Detailed session on AI tools for planning, content creation, analysis, and reporting in crisis communication.
- Demonstrations of tools in action and their practical applications in managing crises.
Part 4:Crafting Your AI-Enhanced Crisis Communication Plan
- Hands-on workshop guiding participants through developing a comprehensive crisis communication plan incorporating AI tools.
- Focus on identification of crisis scenarios, stakeholder communication, and strategic message crafting.
Part 5: Crisis Simulation Exercise
- Engage in a simulated crisis scenario to test the developed crisis communication plans.
- This interactive exercise emphasizes real-time decision-making, digital platform monitoring, and the application of AI tools in crisis situations.
Abou 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.