AI Collective

Who are we?

AI has the potential to change how we experience the world, and it’s already transforming industries. As the technology continues to drive innovation and remain at the forefront of global headlines, AI developers, investors, and businesses need strategic counsel to make their voices heard in a conversation that’s only growing louder and more complex.

At TFD, we spend a lot of time understanding AI’s possible applications, explaining the importance of AI across industries, how to talk about AI both internally and externally, and even how AI is shaping the way we communicate and what we communicate through (like the image of AI-generated art above).

In response to the rising demand for informed, strategic and impactful communications for AI, TFD formed The AI Collective – an expert practice dedicated to just how important AI will continue to be in the future, how to communicate AI’s intricacies to the media and public, and ensuring our clients’ voices are heard where they need to be on a global scale

We’ll be providing a series of conversations and insights here from our network covering everything from integrating AI into your business, how it’s being used today, and the latest information on what AI is going to look like in the future.

Exclusive Webinar: Communicating AI Responsibly

Artificial Intelligence is a topic saturated with bold proclamations and sweeping predictions, and while hype is often inevitable with disruptive technology, it can have a damaging impact on trust.

Our recent research revealed that 53% of UK consumers trust the media less due to widespread GenAI use, yet surprisingly, over one third of 18-24 year olds actually trust the media more since mainstream AI. This presents a critical challenge for communicators in navigating increasingly polarised audiences and rethinking how credibility is earned and maintained, all while balancing scepticism about AI use in our own content.

To explore these pressing challenges and discuss how to communicate AI responsibly, we brought together three communication experts: Aled Lloyd Owen, Professor of Enterprise and Chief of Staff at Responsible AI UK; Jasper Hamill, freelance tech journalist and founder of the publication Machine; and Susi O'Neill, author and Executive Director at EVA: Responsible AI + Digital Trust.

Throughout the discussion, our panel tackled some of the most urgent issues around AI ethics, communication, and trust, offering practical insights for businesses and communicators looking to foster open and honest conversations about AI.

Missed the live event? Don't worry, we've captured all the key insights and takeaways in our comprehensive blog post. Find a link to the full summary below or watch a replay of the webinar here.

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