The Year Ahead: What Comms Teams Need to Get Right in 2027
The rules on AI-generated content are arriving, and the teams that changed how they work in 2026 go into 2027 with a year's start. So the question now is what a communications function has to get right this year, and what waiting costs.
The second Comms With AI Roundtable asks three people who spend their working lives on that question to name one priority each, and then argue for it.
The guests
Elif Güvençer, creator of the Two Clocks framework for communications teams, on the cost of deferring structural change.
Ben Verinder, Chalkstream, co-editor of AI for Public Relations (Kogan Page, 2026), on trust and on what the public will believe in 2027.
Joyce Higgins, Head of AI Strategy, FleishmanHillard UK, on putting AI to work across a global agency and its clients.
The four questions
If you could fix one thing in 2027, what would it be?
What does a comms team look like by the end of the year, and what happens to the entry-level ladder?
What has to be in place before the heavier AI rules land, and who owns it?
What should a comms team stop doing this year?
Who it is for: anyone planning a communications team's year, in-house or agency.
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Agenda
12:00 Welcome, and one word each for 2027
12:06 The one thing to fix first
12:18 What a comms team looks like by December
12:30 The compliance runway
12:40 What to stop doing
12:46 Your questions
12:56 Close, and where to find the write-up
About the host
Michael MacLennan is the founder of Comms With AI, which won Gold for Best Innovation in AI Tools for Communications at the inaugural AI Comms Awards in June 2026, where he was also named AI Communications Leader of the Year. He has led communications at senior level for more than twenty years, including five as Director of Social Media Strategy, Digital and Comms at Brunswick Group, with earlier digital work at Red Bull and Barclaycard, and a career that started in newsrooms at The Herald and STV. He holds a Professional Certificate in Machine Learning and Artificial Intelligence from Imperial College London and is a director on the board of ScotlandIS.
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