AI and Communications Report: Adoption, Integration and What’s Next

After joining Edelman in 2022 to expand the firm’s suite of Trust products and services, Brian was soon named Global Chair of Product and AI, leading efforts that have positioned Edelman as a pioneer in applying AI within the communications sector. As President, Global Transformation and Performance, he is responsible for modernizing the firm’s service delivery model and operationalizing its innovation agenda as Edelman accelerates its integration of AI and technology.

A high-energy and creative leader, Buchwald has deep expertise in business intelligence, data analytics, global operations, and scaling ventures across both B2B and consumer markets. At Edelman, he led the firm’s global product, data, and AI strategy—driving capability development, product innovation, and agency-wide enablement. Under his leadership, Edelman’s data scientists, engineers, and product developers created Trust Stream, the world’s first AI-powered trust intelligence platform.

Before Edelman, Buchwald was Chief Strategy & Business Development Officer at Talkwalker Inc., a strategic Edelman partner recognized by Forrester and Gartner as a leader in AI-enabled consumer intelligence. He also served as President of Global Intelligence at Weber Shandwick and co-founded BOMODA, a New York– and Shanghai-based business intelligence firm offering unique insights into China’s evolving consumer marketplace. Earlier in his career, he held senior roles in media and ad-tech, including as a co-founder of Hulu and an executive at NBCUniversal and DoubleClick.

Buchwald’s expertise is frequently sought by global media outlets, with commentary featured in the New York Times, Wall Street Journal, Financial Times, and Business Insider. He is also a regular guest on CNBC and Bloomberg News, where he discusses the intersection of AI, data, and consumer understanding.

Samantha Stark brings over 25 years of industry experience to Phyusion, a strategic consulting agency focused on communications innovation. Her career is marked by leadership roles at prestigious firms and successful innovation initiatives. Prior to founding Phyusion, she was a key member of the Executive Leadership Team at Endeavor's 160over90, managing teams across the US, EMEA, and APAC. At Ketchum, she led cross-agency innovation initiatives and worked with IBM, sparking her fascination with AI in communications. Stark has led strategic communications for global brands like Coca-Cola, Ford and Marriott International. Her contributions have been recognized with industry honors, including being named one of PR News's Top Women in the Industry and featured in Ragan's Top Women in Communications. She serves on the Board of Trustees for the Institute for Public Relations and directs its Digital Media Research Center. Stark is certified in AI and business strategy from UC Berkeley (2023) and digital marketing analytics from MIT (2018). She/s also part of the MAKERS Circle, a community dedicated to accelerating equity for women in the workplace and beyond.

Stark is an advisor to members of Ragan's Center for AI Strategy.

Robbie Caploe is an accomplished editorial and content leader and producer with a proven track record of driving audience engagement and business growth in B2B and B2C sectors. She has created compelling narratives and strategic content at Access Intelligence, Seventeen Magazine, Ladies’ Home Journal and other blue-chip companies. She has personally shaped brand identities, and delivered impactful results across multiple platforms. Recognized for her ability to blend creative vision with data-driven strategies, she excels in developing content that resonates, informs and drives action.