The rise of generative AI has reshaped how brands are discovered, understood, and evaluated. In this session, Mike Houston, Partner and U.S. CEO of Lambert by LLYC, explores how marketers can navigate this new landscape—where algorithms, not audiences, increasingly define brand perception. He introduces “Machine Marketing,” a framework for training AI to understand and represent brands accurately, bridging human creativity and machine interpretation. Attendees will learn how to optimize brand visibility for large language models (LLMs), manage “answer engines,” and design content ecosystems that ensure AI says what you intend it to.
The 2025 PRovoke Global Summit will introduce 'PRovoke/INspire', where a selection of our Global SABRE Awards winners will give short presentations on their winning campaigns on the morning of Tuesday, November 4.
PRovoke/Inspire will include 11 Global SABRE Award winner presentations running concurrently in separate breakout rooms from 8:40 - 9:40am
'Innovating with Purpose' will feature presentations from the following Global SABRE Award winning campaigns:
• Piece of Me with TBD
• Grasping at straws to save the environment with Michael Adams and Phillip McGowan
• Alzheimer's Intelligence with Justin Eure and Paige Robinson
See all Global SABRE winners here. Rankings will be unveiled during the Global SABRE Awards ceremony on the evening of Monday, November 3.
Creative Director, Earnies
Founder, Earnies
Head of Eastern EMEA, SEC Newgate CEE
EVP, General Manager, Veritas Communications
VP Communications and Public Affairs, TVN Warner Bros. Discovery
Managing Director, Earnies
Partner, FGS Global
Chief Communications Officer, World Central Kitchen
SVP Marketing and Brand, Canadian Tire
The 2025 PRovoke Global Summit will introduce 'PRovoke/INspire', where a selection of our Global SABRE Awards winners will give short presentations on their winning campaigns on the morning of Tuesday, November 4.
PRovoke/Inspire will include 11 Global SABRE Award winner presentations running concurrently in separate breakout rooms from 8:40 - 9:40am
'Culture, Community and Consumers' will feature presentations from the following Global SABRE Award winning campaigns:
• Love Your Lunch Day with Julie Poirier and Terri McBay
• Grubhub Special Delivery with Christopher Krautler and Shauna Brueggen
• Turbo Tax Undone with Ammie Matte and Josh Budd
• The last Coal-Fired power station with Lindsey Firth and Pauline Lawson
See all Global SABRE winners here. Rankings will be unveiled during the Global SABRE Awards ceremony on the evening of Monday, November 3.
AI isn’t coming for your job; it’s coming for your workflow. In this fast-paced session, Real Chemistry’s analytics leader will share seven practical, field-tested ways communications pros can start using AI today to work smarter, move faster, and future-proof their impact.
Forget the generic “use ChatGPT for meeting notes” advice. This session digs into the real, emerging edge of PR and marketing in the AI era- from optimizing brand content for machine audiences to building lightweight agents that surface insights before the next crisis hits. You’ll leave with actionable ideas you can apply immediately, plus a new understanding of how relationships, with both people and machines, will define the future of communications.
Global Head of Features; EMEA News, PRovoke Media
Head of Marketing and Social Media, LatAm Intersect PR
Account Executive, Adfero
Independent Consultant, Digital Transformation & AI, Accenture Alumni
Group Communications Manager, Brambles
The next gatekeeper isn’t human. ChatGPT, Gemini, and Claude now curate what the world sees, believes, and buys. Never before has one technology both hosted information and decided what gets seen. If you’re not visible to AI, you may not exist.
In this provocative talk, Omnicom PR Group’s Erin Lanuti challenges communicators to step into a new role — Narrative Engineers for the AI era. Discover how earned media teaches machines who to trust, how visibility inside AI search is reshaping reputation strategy, and the tangible steps brands must take to stay discoverable.
Because tomorrow’s leaders won’t just chase attention — they’ll design for trust.
As organisations of all kinds grapple with a world of flux and uncertainty, the 2025 Summit will close with a rallying cry for us to fundamentally rethink crisis and reimagine risk – centred on critical human infrastructure.
Internationally-renowned crisis communications expert, Rod Cartwright, will explore in depth today's complex, fast-moving risk environment and examine how we can best respond. Rod will lead us through the key findings - and practical recommendations - of the 2025 edition of his landmark, award-winning 'Reputation, Risk and Resilience’ report.
And together with a seasoned expert panel, he will examine how - with the right mindset, systematic preparation and concerted action - genuine crisis preparedness can become a source of huge, tangible and material value, rather than an annoying insurance policy.