EARLY BIRD PRICING ENDS FEBRUARY 5
Together we’ll explore the transformative impact of AI on the communications and PR industries. You will gain valuable insights into how AI-driven tools and technologies are revolutionizing media relations, content creation, crisis management, and audience engagement. With a focus on practical applications, ethical considerations, and future trends, this event is designed for communications professionals looking to stay ahead in an increasingly data-driven world
Presented by SummersDirect + Swnasea Communications
We aim to bring you professional development that is high quality, usable, scalable and relatable. Spend your time wisely and have A LOT to show for it.
Join our email list for information about this event.
Hotel Information
The Chelsea Hotel,
33 Gerrard St W, Toronto, ON
The group rates is $239/night + taxes.
Or call the hotel directly, toll free 1-800-CHELSEA (243-5732) or 416-595-1975. Individuals must identify themselves as part of the ‘AI in Communications conference’ room block and call prior to the cut-off date, March 6, 2025, to take advantage of the group rate.
Venue
Online via Zoom
In Person
The Chelsea Hotel,
33 Gerrard St W, Toronto, ON
Contact Us
Speakers
Andrea Montogomery, APR, Prosci
Vice President, Redbrick Communications
Cyrus Mavalwala, ABC, MC, Advantis Communications
Christine Andrew,
Managing Director, Strategy Management and AI Enablement, KPMG
Michael Pascu
Senior Manager, Artificial Intelligence, INQ Consulting
Chris Lee,
Vice President, Employee Experience & Internal Communication, Gallagher
James Anderson, MCM, External Communications & Crisis Management Advisor, FedEx Express Canada
Anne Locke, MCM,
Senior Program Manager, Trust & Engagement, TELUS
Ryan Patterson,
Multimedia Video Producer
Government Relations, Marketing and Communications
Humber Polytechnic
Alex Sévigny, APR, Associate Professor of Communication Management, McMaster University
Michal Utko, Director of Marketing and Communications, Okanagan Regional Library
Jennifer Stein,
Executive Vice President, APEX Public Relations
Kevin Floether, MCM, CM, Manager, Marketing & Communications, Chartered Business Valuators Institute
Conference
April 7, 2025
8:00 – 8:30 a.m. | Registration, Tradeshow and Breakfast
8:30 a.m. | Welcome and Opening Remarks from the Chairperson
Andrea Montogomery, APR, Prosci, Vice President, Redbrick Communications
8:45 – 10:00 a.m. | Establishing Ethical AI Guidelines for Communicators Panel
Moderator: Dr. Terry Flynn, APR, FCPRS, Academic Director of the McMaster MCM Program
Panelists:
Anne Locke, MCM , Senior Program Manager, Trust & Engagement, TELUS
Kevin Floether, MCM, CM, Manager, Marketing & Communications, Chartered Business Valuators Institute
James Anderson, MCM, External Communications & Crisis Management Advisor, FedEx Express Canada
10:00 – 10:15 a.m. | Networking & Refreshment Break
10:15 – 11:15 a.m. | CASE STUDY: Communicating AI in a Fearful Society
Felicia Wiltshire, Director, Customer Service & Communications, City of Winnipeg
In February 2024, the Mayor challenged the Public Service to come up with places where AI could improve customer service. In June 2024, we announced six pilot projects that are set to begin in the coming months. Among them are an automated chat agent for Winnipeg 311, and an automated voice agent for Winnipeg Police Service non-emergency calls.
Participants will learn about:
- challenges faced communicating these initiatives to the public
- how they overcame union resistance and fear mongering
- early insights into the successes and failures of these projects
11:15 a.m. – 12:15 p.m. | LEGAL: Navigating AI Responsibly: Practical Insights for Communications
Michael Pascu, INQ Consulting
As AI technologies rapidly evolve and become more accessible, communications professionals have powerful new tools for content creation, storytelling, and automation. However, with the widespread adoption of AI comes a new set of challenges—risks that can impact credibility, intellectual property, and public trust. This session provides guidance on navigating the evolving landscape of AI-related risks, with practical strategies to ensure responsible and effective use of these tools.
Attendees will learn:
- The impact of major global AI laws on the communications sector
- Techniques for identifying and managing AI-related risks, including handling “hallucinations”, and identifying intellectual property issues
- Best practices for the responsible use of AI, including how to future-proof AI integration through effective governance programs
12:15 p.m. – 1:15 p.m. | Networking Luncheon
1:15 – 2:15 p.m. | CASE STUDY: Harnessing AI for Effective Crisis Communication: A Drag Queen Storytime
Michal Utko, Director of Marketing and Communications, Okanagan Regional Library
In this presentation, Michal, explores the integration of artificial intelligence into crisis communication strategies. Michal will share insights and experiences from navigating community feedback during the Drag Queen Storytime events.
Participants will walk away with:
1 – The ability to set up their own email monitoring system to efficiently track and manage public sentiment.
2 – A comprehensive overview of the AI tools Michal used to develop and implement his monitoring system.
3 – A versatile base template that can be adapted to perform various other tasks, enhancing overall communication efforts.
Join us to discover practical applications of AI that can transform your crisis communication strategy, ensuring timely and effective engagement with your audience.
2:15 - 2:30 p.m. | Networking Break
Did you know hundreds of global communications campaigns are based here in British Columbia and reaching audiences everywhere? We’ll talk about the challenges and rewards with PR professionals who have mastered the art of global conversations. From sharing complex oceans research to managing controversial climate action learn what makes being grounded in BC a communications advantage.
Moderator
Nicole Sendey, CPRS VI + General Presidents’ Maintenance Committee for Canada and National Maintenance Council for Canada
Panel
Michael Gregory, Senior Communications Officer, Ocean Networks Canada
Stephanie Willerth, Ph.D., P.Eng., FCSSE, FBSE, Full Professor, Biomedical Engineering, University of Victoria
2:30 – 3:30 p.m. | The AI Edge: Transforming How We Communicate Panel Discussion - AI Trends Shaping the Future of Communications
Moderator: Christine Andrew, Managing Director, Strategy & AI at KPMG Canada
In today’s fast-paced digital landscape, Artificial Intelligence (AI) is transforming how communications professionals engage, strategize, and deliver impact. This diverse panel comprised of technology, agency and corporate leaders will explore the latest AI trends revolutionizing the communications industry and move beyond the hype to practical applications. Join leading experts as they delve into practical tools, use cases and the disruptive impact on the profession. Whether you’re navigating corporate communications, PR, or digital marketing, this session is essential for those looking to leverage AI for strategic advantage.
3:30 – 4:30 p.m. | TOOLS: The Visual Revolution: Mastering Gen AI for Imagery & Video Creation for Communication Professionals
Cyrus Mavalwala, ABC, MC, Advantis Communications
In this era of visual-first communication, Generative AI is transforming how we create and manipulate images and videos. This session explores the intersection of human creativity and machine learning as we highlight popular AI tools to create eye-catching visuals and compelling video content.
Dive into the future of visual communication and explore AI-powered content production — where creativity meets efficiency. From concept to execution, learn how Gen AI can streamline your workflow, enhance your creative output, and help you stay ahead in the fast-paced digital landscape. Maintain your brand’s unique voice while leveraging AI’s capabilities to produce high-quality visual assets at scale.
In this session, you will be equip communication professionals with the knowledge, strategies and tools to expand their visual storytelling capabilities and unlock new realms of creativity and efficiency.
Participants will learn:
- The most effective free and paid Gen AI tools available today that are reshaping image and video production
- Techniques, tips and tricks to maximize the potential of AI in visual content creation
- Ethical considerations and best practices for authentic AI-generated visuals and video
4:30 - 5:00 p.m. | Closing Keynote - to be announced!
5:00 p.m. | Conference Concludes
Workshops
April 8, 2025
OPTIONAL POST-CONFERENCE WORKSHOPS
Workshops are in person attendance only.
9:00 a.m. – 12:00 p.m. | Workshop A: Scaling Your Practice Using Generative AI
Alex Sévigny, PhD, APR, Associate Professor, McMaster University
In this three-hour hands-on workshop, Alex will give participants a tour of several AI tools in the four areas of communications practice, focusing on their strategic value to: Research, Strategy/Planning, Communications (Audio, Video, Text), Evaluation/Analytics. He will demonstrate how AI can be used to drive strategy, achieve business objectives for clients and revolutionize your practice by scaling it in ways you may not have thought possible before AI.
Alex Sévigny, APR is an associate professor of communication management at McMaster University in Hamilton, Ontario, Canada. He is an expert in public relations, communication management, and data-driven communication strategies, most recently using AI, augmented and virtual reality. He is an active researcher and consultant who maintains a foot in both academia and the dynamic world of the communications industry. He has a forthcoming book on how communicators and marketers can strategically use generative artificial intelligence in their practice.
1:00 – 4:00 p.m. | Workshop B: How to - AI Tools in Communications, Marketing and Advertising
Ryan Patterson, Multimedia Video Producer, Government Relations, Marketing and Communications
Humber Polytechnic
In this hands-on presentation, we’ll explore the transformative role of AI in storytelling for various mediums, revealing how advanced tools are reshaping the ways we communicate and connect with audiences. From film and advertising to digital marketing and social media, AI-powered tools are not only enhancing the creativity behind storytelling but also making it more accessible and impactful.
Join us as we dive into some of the most innovative AI tools available today—tools designed to assist with content generation, visual storytelling, video production, and even emotional resonance. Discover how platforms like ChatGPT (for creating engaging narratives), Midjourney and Runway (for stunning AI-generated visuals), and HeyGen (for lifelike avatars and voices) are opening new doors for creators, businesses, and communicators alike. We’ll discuss best practices, show real-world examples, and provide insights on integrating these technologies effectively to bring your stories to life.
Whether you’re a creative professional, business communicator, or simply interested in the future of digital media, this presentation will equip you with the knowledge and inspiration to leverage AI for storytelling success.
Ryan Patterson is a video producer and AI filmmaker based in Toronto. He has over a decade of video production experience in marketing and communications at Humber Polytechnic and is the founder of Queen One Studios, an AI-powered production company that specializes in original storytelling through film and advertising, in addition to educational opportunities.
Cancellation & Refund Policy
Substitution of delegates is permissible without prior notification. Refunds will be given for cancellations received in writing no later than 10 days prior to the conference date subject to an administration fee of $250 plus $12.50 for GST. After this time, you are liable for the full registration fee even if you do not attend the conference. If you register during this 15 day period, you are also liable for the full fee. Summers Direct reserves the right to change program date, meeting place or content without further notice and assumes no liability for these changes.