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 more than 25 years of industry experience to her role as Founder and Chief Strategist of Phyusion, a strategic consulting agency that transforms how communications and marketing teams operate in the generative AI era. Through strategic consulting and hands-on implementation, Phyusion helps enterprise teams harness AI to create more personal, impactful communications that drive business results for a diverse set of clients such as New York Life Insurance, Outdoorsy, Cote, and Citizens.

Sam’s career trajectory demonstrates a consistent ability to anticipate and leverage emerging technology trends. Prior to founding Phyusion, she was a key member of the Executive Leadership Team at Endeavor’s 160over90, where she managed Creator Marketing, Digital, Public Relations, Social Media, Entertainment Marketing, and Experiential teams across the United States, EMEA, and APAC regions. At Ketchum, she was part of the Technology Sector Leadership Team and played a pivotal role in cross-agency innovation initiatives. Her work with the IBM account, focusing on Cloud, Citizenship, and Global Business Solutions, sparked her deep fascination with AI’s potential in communications. She has led integrated communications work for iconic companies such as Coca-Cola, Ford, and Marriott, while at top agencies including Burson, Rubenstein PR, and Hunter.

Sam’s contributions to strategic communication have been recognized with industry honors including being named one of Ragan’s Top Women in Communications and PR News’s Top Women in the Industry. She has garnered 17 industry awards for her client work and has been quoted in publications such as Rolling Stone, AdWeek, and The Drum.

Her commitment to advancing the field is evident in her role on the Board of Trustees for the Institute for Public Relations, where she also serves as the Director of the Digital Media Research Center, focusing on industry-changing innovations like Artificial Intelligence and Web3. Sam’s dedication to continuous learning is reflected in her certifications in AI and digital marketing.

Throughout her career, Sam has been active in inclusion initiatives, serving on several boards at Endeavor focused on promoting gender and racial equity, and is currently part of the MAKERS Circle, a community dedicated to accelerating equity for women in the workplace. 

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.