CommsCon: How AI agents are shaping comms today
L-R: Muncaster, Davies, Robb, Cullen
A new session at CommsCon will examine what happens when AI systems move from support tools to active participants in organisational decision-making, and what that shift means for communications leaders.
The session AI & Agency: How Agentic Organisations Are Reshaping Communications, addresses a series of emerging realities: brands increasingly needing to convince non-human audiences; junior pathways shrinking as AI absorbs foundational work; and the risks of automated systems influencing outcomes in ways that are not always fully explainable.
The panel features Bernice Muncaster, senior director of marketing and communications for Asia Pacific, Japan, Middle East and Africa at DXC; Shaun Davies, founder and principal of The AI Training Company; and Jen Robb, chief technology officer at Tourism Tasmania. The discussion will be moderated by Melissa Cullen, managing director, Communications APAC at Hotwire.
Their discussion will draw on new global research from Hotwire, in partnership with The House of Beautiful Business, based on insights from more than 900 professionals across APAC, the US and Europe. The findings explore how workers are experiencing agentic AI in practice, and where gaps are emerging between technological capability and organisational readiness.
The session will focus on the practical, ethical and strategic implications for communications teams as AI begins to share agency with humans, including questions of accountability, transparency and leadership design.
Rather than treating AI as a future risk or opportunity, the session will examine how agentic systems are already shaping communications outcomes, and what leaders need to put in place before those systems begin setting direction by default.
Early bird tickets for CommsCon are on sale for one more week.
