Program

This panel will discuss how the role of communications and corporate affairs is changing in today’s fast-moving environment. As geopolitics, geoeconomics, and AI reshape the business landscape, the stakes for senior communicators have never been higher.

Panelists will explore how the function is working more closely with business units, helping manage risk, and seizing new opportunities to support business and reputational goals.

In this fireside conversation with Diana Marszalek, Shannon Kreps, VP of Marketing at agentic procurement technology firm, Raindrop Systems, and Ed Leung, Global Head of GEO at Fight or Flight, unpack how a procurement technology company transformed its market presence by building a communications strategy designed for the age of large language models.

When Shannon joined Raindrop Systems, the business wasn’t showing up in the places that increasingly matter — AI-driven search and recommendation environments. What followed was a full-scale transformation that included not only how Raindrop uses AI in their product but how they have embraced that practice throughout the organization:

• A repositioned narrative aligned to real buyer needs
• A new brand identity to sharpen differentiation
• A rebuilt website designed for discoverability and clarity
• A dedicated GEO program to influence how the brand appears in LLMs
• A new content engine built around high-intent prompts and use cases
• A highly targeted paid strategy to accelerate visibility