The judgment AI does not replace
Know when to use an AI answer, when to question it and who remains responsible.
Keynote, executive briefing, half-day or full-day workshopRead the outlineThe third wave of PR
Clarify what communicators remain responsible for when AI drafts the message.
Keynotes US$5,000. Standard preparation included. Travel and applicable taxes additional. Based in Singapore, available internationally. View fees and booking.
What I cover
I use three waves as a way to discuss the changing work of PR: controlling a message, participating in a conversation and working with systems that draft and distribute content. The framework opens a practical question: who checks the claim, understands the audience and approves what goes out? I focus on responsibility, source checking and the choices that protect trust.
What your audience can use
- Where human judgment belongs between a draft and publication.
- How to trace a public claim to a source and record its limits.
- Who approves a message and who owns a correction if it is wrong.
A practical demonstration
A fictional press statement with a plausible but unsupported claim: trace the source, decide what to remove or qualify and assign publication and correction owners. The scenario is a teaching example, not a client incident.
Also available
My other talks
From AI answers to business results
How to tell whether an AI initiative changed the work, not only the answer.
Keynote, executive briefing, half-day or full-day workshopRead the outlineThe Human Layer: why AI projects fail beyond the technology
Why capable systems stall in organisations, and what to change in people, incentives, workload, ownership and adoption.
Keynote, executive briefing, half-day or full-day workshopRead the outlineStorytelling when everyone has a writer in their pocket
Make the message worth saying when AI can produce the first draft.
Keynote, executive briefing or half-day workshopRead the outlineWhat AI systems say about your destination
Decide how to respond when AI describes your destination inaccurately.
Keynote, panel, executive briefingRead the outlineGoverning what you cannot see
Make responsibility for AI descriptions clear, rather than leaving it to the marketing team.
Keynote, panel, half-day workshopRead the outlineTell me about your audience and the questions you want the session to address.