11-12 March 2027
Zurich
Switzerland's biggest AI training for communicators.
AI is transforming communications faster than most organizations can keep up. New tools reshape how we write, monitor, and respond, almost every month, while audiences grow more skeptical of what's real and what isn't. Switzerland's largest, most comprehensive Boot Camp dedicated exclusively to AI for communicators is back in Zurich to help you close that gap. Join top international speakers and senior communications leaders for two days of cutting-edge insights, real-world case studies, and hands-on training built for practitioners, not theorists.
Communicators are no longer just managing messages, they're managing systems, algorithms, and machine-generated content at a speed and scale no team could handle manually just a few years ago. The organizations that get this right are turning AI into a genuine advantage: faster response times, sharper insights, and stronger creative output. The ones that get it wrong are exposed, whether through a mishandled deepfake, an AI-generated message that damages trust, or simply falling behind competitors who've already made the shift.
This Boot Camp exists because communicators can't afford to learn this on the job during an actual crisis. From building AI-ready teams and co-creating with machines, to defending against deepfakes, cyberattacks, and culture wars online, you'll leave with the tools, frameworks, and confidence to lead in a world where reputation and trust can change in seconds. This isn't about keeping up with AI, it's about staying ahead of the risks and opportunities it creates for your organization.
Secure your place at Switzerland's biggest AI in Communications Boot Camp and be part of the future of communications.
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Group discounts are available. If you are planning to send two or more delegates, please get in touch with us to learn more about special rates and packages for teams.
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As AI-powered search reshapes how people discover information, communicators need to rethink how earned media content is created and optimized for visibility. This session explores Generative Engine Optimization (GEO) and what it means for communications professionals looking to ensure their brands and stories are discoverable in AI-generated search results. Bettina will examine how communicators can adapt earned media strategies for AI search, what makes content more likely to be surfaced and referenced by AI platforms, and how GEO can become part of a broader communications strategy in an increasingly AI-driven information landscape.
Bettina (Lunk) Weber, Senior Digital and AI Strategy Communications Manager, Syngenta Group
This case study will explore how communications teams can move beyond isolated AI experiments and build practical, AI-ready processes across their work. Danny will share lessons from the implementation journey, including how to identify the right use cases, redesign workflows, secure internal alignment, and establish the foundations needed to integrate AI responsibly and effectively into everyday communications.
Danny Schwarze he/his, Head of Strategic Governance & Newsroom, BSH Home Appliances Group
This full-day, professional-level training equips you with practical, immediately applicable skills to integrate generative AI into communications and marketing work. The focus is on moving beyond experimentation toward safe, strategic and measurable use of AI—understanding how modern AI tools work, where they add the most value, where they should not be trusted, and how to manage risks including hallucinations, confidentiality, accuracy, and brand voice drift.
What You’ll Learn
You’ll develop a clear, practical understanding of how generative AI fits into modern communications environments, including:
Applying AI to Real Communications Work
The training is hands-on and grounded in communications workflows you already use, including:
High-Value AI Use Cases for Communicators
You’ll explore advanced and emerging applications of AI that are increasingly shaping communications work, including:
Capstone Build
You’ll design a practical CustomGPT or Copilot-style assistant tailored to a real communications task, such as:
What You Take Back to Work
You’ll leave with:
Alex Sévigny, Professor (Tenured) of Communications Management and Communication Studies, McMaster University
As AI-powered search and answer engines increasingly stand between brands and their audiences, being findable in a traditional sense isn't enough anymore. In this keynote, Darren Leroux unpacks what it actually takes to operationalize AI for content discovery — how earned and paid visibility strategies need to evolve when the "front page" is an AI-generated answer rather than a search results list, and what that means for how communicators measure success.
Darren Leroux, Director, External Communications, Moneris
AI regulation is moving fast, and most of the conversation around it is written for lawyers and policymakers — not the communicators who have to translate it into everyday practice. In this session, Megan Ip breaks down what's actually changing in the rules governing AI, what's still uncertain, and what it means in practical terms for consent, disclosure, and risk in day-to-day comms work. Drawing on her experience communicating on behalf of a national network of community organizations, she'll offer a plain-language guide to staying compliant and credible without needing a law degree to do it.
Megan Ip, Director of Communications, Community Foundations of Canada
Regulation sets the boundaries, but someone still has to shape how the country's AI story gets told on the world stage. Following directly from the regulatory landscape, Adriana Naffah looks at Canada's role in the global AI policy conversation — how public trust is built and maintained, and what it takes for a country to project a coherent, credible voice on AI at a moment when every nation is racing to define its own.
Adriana Naffah, Lead, Government and Public Affairs, Québec Government Office in Toronto
Agentic AI is starting to change what a communications workflow actually looks like — agents that can research, draft, route, and even publish with minimal human input at each step. In this practical session, Nikita Roy draws on her work at the frontier of AI in journalism to show what these workflows look like in practice: concrete examples of where agents genuinely add value, where they fall short, and where human judgment and editorial oversight still have to stay firmly in the loop. Attendees will leave with a clearer, more grounded picture of how to bring agentic AI into their own comms function without losing control of the process.
Nikita Roy, Founder, Newsroom Robots Lab; Board Member, Online News Association and Canadian Association of Journalists
Agentic workflows are one thing in calm conditions and another thing entirely when a story is breaking in real time. In this session, Margaret Callahan draws on her experience leading global media relations at Amazon to show what AI-powered monitoring and messaging systems need to hold up under real pressure — the difference between a workflow that looks good in a demo and one that survives contact with an actual breaking story.
Margaret Callahan, Global Media Relations Lead, Sustainability and Human Rights, Amazon
AI hasn't just changed how stories get told — it's changed how fast they spread, mutate, and escalate. A single AI-generated clip or claim can reach a global audience before a communications team has even confirmed what happened. In this closing keynote, Dalia Ezzat draws on her work leading impact communications at Current AI to unpack what crisis response looks like when the news cycle itself is running at machine speed: how to build a response process fast enough to keep pace, what still has to be verified before it's said, and how to protect an organization's credibility when the story is moving faster than the facts — a high-stakes note to close the summit on.
Dalia Ezzat, Head of Impact Communications, Current AI
This program can also be delivered as a tailored in-house training for your organization. We adapt the content to your industry, objectives, and level of maturity, focusing on real challenges your teams face and the decisions they need to make. In-house formats allow your people to align on a shared approach, work through relevant scenarios, and build skills they can apply immediately.
If you’re exploring an in-house option, tell us a bit about your team, priorities, and timing, and we’ll recommend the right format.
Contact us about in-house training
AI in Public Relations
