The future of communication

Effective communication and human-centered design are key to ensuring technological advancements that prioritize and enhance human experiences. Discover how generative AI reshapes creativity, its challenges, and opportunities for innovation.

• Communication and human-centred design in the age of AI
  
  In the AI era, effective communication and human-centred design are more crucial than ever for creating content that resonates with users. As we integrate machine learning into our daily lives, how can we ensure that these innovations enhance our communication about human experiences rather than overshadow it?
• Case studies: successful applications of AI in communication projects
  
  Several case studies demonstrate the potential of generative AI to enhance communication projects by providing new tools and techniques for writers, designers, and audiovisual professionals. Can machine learning and generative algorithms create meaningful and unique narratives and experiences?
• Challenges and limitations of AI in creative fields
  
  While generative AI offers exciting possibilities for creativity, it also raises questions around ownership and authorship. Who owns the rights to machine-generated content? What is the role of AI in creating truly original or groundbreaking works?
• Preparing for a future career in communication and creative technologies
  
  Communication and creative professionals are already aware of the importance of a multidisciplinary skillset. How can they position themselves at the forefront of this technological revolution while unlocking new levels of creativity for impactful communication?

AI is on the brink of a major transition from merely augmenting specific tasks—such as writing, image and video production, and generating creative ideas—to fundamentally transforming the frameworks and methodologies used in content production, communication, and advocacy.

Instead of questioning whether AI will replace creative jobs, in this Keynote we consider how it will transform them. The collaboration between AI and communication professionals paves the way for a future where technology enhances human creativity, insight, and productivity, redefining what is possible for individuals at every level.

Communication and creative professionals who are invested in leveraging technology to drive impact and advocate for meaningful change and want to learn how generative AI is changing the landscape of communication and creativity, and how to benefit from using generative AI in creative processes

Massimiliano Leone, from Italy, is a versatile professional renowned for his expertise in digital strategy, advocacy campaigns, and communication training. With a strong background as a film director and extensive experience in TV and news production, he seamlessly integrates creative vision with strategic insight to achieve impactful outcomes.

Education

Having earned his master’s degree in digital communication and media/multimedia from the Università degli Studi di Torino, Massi was honoured with the prestigious "Master of Graduated Talents" for his exceptional achievements in the field.

Experience

Since June 2018, Massi has served as Senior Officer of Communication and Advocacy at the International Training Centre of the ILO, where he leads digital strategy initiatives, oversees global advocacy campaigns, and conducts specialised training programmes. Previously, he worked as Head of Web at the UN Environment Programme, managing and redesigning multiple digital platforms, and as Digital and Social Media Specialist at ICTSD, directing digital strategy and multimedia storytelling efforts. At UNITAR (United Nations Institute for Training and Research), Massi contributed to visual communication and multimedia project development, including collaborative e-learning initiatives with the Food and Agriculture Organization of the United Nations (FAO).

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