We are at a pivotal crossroads for our profession — one where our leadership, ethics and voice as communication professionals’ matter more than ever. From the collective energy of the IABC Asia Pacific Fusion Conference in Manila to the upcoming European Communication Summit and AI Symposium in Venice, I’m reminded of something I’ve said before: the 2020s are our time. A time for communication professionals to rise as business leaders and trusted advisors in a rapidly transforming world.
The conversations we are having right now about responsible AI and the future of communication are more than just professional debates — they are foundational to the very fabric of how our organisations operate, how our communities function, and how trust is earned in the digital age.
Our Collective Voice on Responsible AI
At the IABC Fusion 2025 conference in Manila, 180 professionals across Asia Pacific came together to explore five critical questions about responsible AI. It wasn’t just a panel discussion — it was a collaborative inquiry into what it means to lead with integrity in an AI-enabled world. With Ana Pista, Subho Das, and Hemant Gaule on stage, we set the scene for what would become The Manila Message — a synthesis of real, practical insights from communication professionals across the region.
Here’s what emerged:
- Transparency and oversight are non-negotiable. AI must serve humanity — not replace it. Humans need to remain in the loop, not just as reviewers, but as ethical gatekeepers.
- AI must amplify truth, not distort it. Communication professionals play a critical role in fighting disinformation and ensuring AI is used to clarify, not confuse, public discourse.
- Purpose must drive innovation. We must use AI to free ourselves from the mundane, so we can focus on creativity, empathy, strategy, and connection.
This message — and the survey data we gathered through the Global Alliance and Reputation Lighthouse — will be a key input into the Venice AI Symposium on 16 May. It’s proof that responsible AI is not a future issue — it’s a now issue and our profession is ready.
Co-Creating the Future with the Venice Pledge
The upcoming Global Alliance European Communication Summit and AI Symposium in Venice is more than just another event on the calendar — it’s a turning point. I’m honoured to co-facilitate the session with Bonnie Caver, a global leader in our field, and someone who shares a deep commitment to ethical and responsible AI.
We are building towards what will become the Venice Pledge—a global commitment from our profession to make AI work for people, not just systems. It’s about moving beyond ethics and governance to principles of responsibility and our commitment to uphold that responsibility—embedding our values into every AI-enabled interaction, decision, and policy.
This pledge is not just a statement. It’s a living standard that will evolve alongside our profession. One grounded in global collaboration, cross-cultural insight, and the practical realities of leading in complexity.
Bonnie said it well: “We’re in a kind of whiplash — tossed between innovation and anxiety, hope and disruption.” But amid the turbulence is an opportunity. One where communication professionals are not just surviving — we’re leading.
What It Means to Be a Trusted Advisor in This Moment
From our work at the Centre for Strategic Communication Excellence, I know that true influence doesn’t come from having the loudest voice — it comes from being the trusted voice. Being a trusted advisor is not about positional power but strategic value, ethical and moral counsel.
In this AI moment, we’re called to:
- Advise executives on AI’s communication impacts, from strategy to implementation.
- Coach leaders to build their communication competency — not just on message delivery but on listening, adapting, and leading through complexity.
- Shape the narrative — internally and externally — about what AI is, what it isn’t, and how it aligns with our organisation’s values.
This is the work of the business leader in communication — someone who sets the standard, earns the right to influence, and shapes the organisation’s strategic direction through communication.
As communication professionals, we hold a mirror to our organisations. We ask the hard questions, speak truth to power, and co-create strategies that are rooted in human values. In a world of accelerating technology, our human-centric approach is not a nice-to-have — it’s a competitive advantage, especially when our focus is on the common good.
Global Collaboration is the Way Forward
One powerful insight from the Global Alliance’s work is that we don’t need to reinvent ethics. Our codes already exist—CSCE, PRSA, IABC, CIPR, FERPI, and others have laid strong foundations. We need global collaboration to turn those principles into responsible AI frameworks that live and breathe in our daily practice.
That’s why the work being done globally through initiatives like the Manila Message and the Global Alliance survey on responsible AI will inform the Venice Pledge, which is critical. This isn’t about the Global North or South, about tech-first or comms-first approaches. It’s about all of us, in all regions, bringing our voices to the table.
When we act alone, our impact is fragmented. When we act together, we become a force—a collective voice that can shape not just how communication is done but also how it is valued.
What Gives Me Hope
Hope, for me, is grounded in our resilience and readiness. Our profession has evolved before — through the digital revolution, through COVID, and now through AI. We’ve found a way to adapt each time without losing sight of our human foundation.
As we head to Venice, I want to leave you with this: our role has never been more relevant, but has never been more at risk. If we fail to lead on responsible AI, others will define the space for us, often without the ethical or moral lens our profession insists upon.
But if we step into the role of trusted advisor, strategic coach, ethical and moral steward, we don’t just adapt to the future.
We shape it.
Let’s ensure that the Venice Pledge is a commitment to action, not just by our associations, but by each of us individually. Let it be the moment where we, as a global profession, say:
“We’re not waiting to be led. We’re leading.”
Read The “Manila Message”
The Manila message was created at the IABC Fusion conference, where 180 communication professionals took part in answering five questions on responsible AI after a panel discussion on responsible AI on March 17th 2025. This is the summary of each question and the combined statement from each question explored.
