What began as a striking demo at a Geneva communications event set me on a journey to create AI Comms Factory — a space to guide fellow leaders through the promise and pitfalls of generative AI.
It began, for me, in February 2024 at a Geneva Communicators event. On stage, Marco Barber unveiled an avatar of himself built with HeyGen and Suno — a figure so lifelike it spoke convincingly in several languages. In that moment, the novelty of generative AI revealed something far more consequential: this was not a curious gadget at the edges of our work. It was a glimpse of a communications future already arriving.
Until then, my encounters with AI had been confined to powerful but familiar tools — social-listening dashboards, brand-monitoring platforms, and the occasional foray into ChatGPT. Useful, yes, but hardly transformative. That evening I realized how profoundly I had underestimated what was already possible, and how little most of us in communications knew about the technologies shaping our craft.
I began introducing AI to colleagues and clients at Infinity Communications, piloting trainings and experimenting with large language models. Yet my day-to-day work left little space for deeper inquiry. Eventually, I stepped back — took time to re-energize, enrolled in an MIT program on Generative AI for Digital Transformation, and immersed myself in conversations with practitioners and thinkers around the world.
Those exchanges convinced me that we are at an inflection point. As Frédéric Raillard of [Ai]magination argues — in a recent interview with Forbes on how AI is reshaping storytelling and the creative process — AI can be an extraordinary amplifier of human creativity if approached with intention.
Yet this very promise also calls for caution. My background in political and social science has made me wary of what sociologist Dominique Boullier calls the “tyranny of lateness”—the uncritical rush to adopt technology without reflection. Chris Perry of Andus Lab warns in his essay “Borrowed Time: Part 1” that “the most dangerous response to AI’s rise is to believe we face a binary—either halt progress or surrender our humanity.” Instead, he argues, “we need new systems that move fast and protect human value, agency, and creativity… the question is no longer if transformation happens, but whether we navigate it deliberately or drift passively.” (Perry, Borrowed Time: Part 1)
Enter AI Comms Factory
This is the space I now want to create for communications leaders and their teams.
AI Comms Factory is conceived as a resource where you can:
- Gain clarity on what AI truly offers your organization — beyond hype and jargon
- Build internal competence, so your team can experiment, learn, and adapt
- Balance innovation with ethics, ensuring AI reinforces trust and help us cultivate critical thinking instead of undermining it
Why this matters now
The tempo of change is relentless. Tools evolve in months, not years. For large communications teams, this is less a threat than an invitation: an opportunity to enhance efficiency, creativity, and credibility at a pivotal moment. At the same time, public expectations around authenticity, bias, and transparency are rising. This is precisely when thoughtful leadership is needed: to set the norms and practices that will define trusted communications in the age of AI.
Looking ahead
Through this blog I will share clear, actionable insights: practical workflows, case studies of successful adoption, and frameworks for ethical leadership. My ambition is to equip communications directors to harness AI as an ally — not a replacement, but an amplifier of strategic thinking and creativity.
If this resonates, follow along. Let’s ensure that, in this new era, it is still we who think, decide, and create — with technology serving our purpose, not the other way around.