EACD Webinar | The AI Reputation Shift: Adapting Communications Strategy for Probabilistic Discovery
As AI increasingly mediates how stakeholders discover and perceive organizations, the traditional rules of reputation management are fundamentally changing. This webinar explores how communication leaders can navigate this transformation by developing new competencies and reimagining established frameworks for an AI-driven discovery landscape.
The session will feature practical insights on adapting your communications strategy to build and protect reputation in an environment where perceptions are shaped less by direct human engagement and more by algorithmic intermediation. Through a real-world case study, we'll examine how one global company successfully reconfigured its internal approach to strengthen corporate reputation in this evolving paradigm.
Key takeaways:
- Understanding how AI functions as the new gatekeeper between your organization and its stakeholders
- Actionable strategies drawn from a global company's transformation journey
- Essential competencies for communication leaders in an AI-shaped reputation landscape
Meet the speakers
Rotem Hinkis, Senior Associate Director, APCO
Rotem Hinkis specializes in synthesizing behavioral data, social listening, media measurement and AI-driven research methodologies into cohesive communications strategies. A Senior Associate Director based in APCO’s London office, Rotem leads global teams that leverage advanced analytics to deliver deep media insights and online reputation analysis, empowering clients to make strategic decisions in dynamic markets.
Starting her career as the digital lead in APCO’s Tel Aviv office, Rotem expanded her role in London to drive impactful integrated campaigns and business intelligence initiatives. She manages cross-functional teams providing risk monitoring, strategic branding advice and competitive landscape analysis. She applys state-of-the-art tools and techniques to help clients understand the world around them and build a winning strategy based on tangible, measurable data, rather than bias and instinct.
Rotem’s expertise combines business intelligence with extensive experience in digital campaigns, creative activations and paid strategies. She was twice named Insightful Innovator by the Social Intelligence Lab (2024 & 2025) and awarded Digital Professional of the Year by the PRCA (2021).
Anne de Schweinitz, Head, Global Corporate Brand & Content, Takeda
Anne de Schweinitz leads Takeda’s Global Corporate Brand & Content team, responsible for bringing the story of Takeda’s important role in health and society to life for audiences around the world.
Prior to joining Takeda in September 2024, Anne led FleishmanHillard’s Global Health & Life Sciences Practice for more than a decade, focused on helping organizations maintain, grow, and defend their positions in the healthcare market through effective engagement with a wide range of critical stakeholders. Previous roles include healthcare practice leadership and global account management roles at WPP and Publicis agencies while based in San Francisco, New York, and London.
Anne graduated from Rutgers College of Rutgers University with a joint degree in history and political science, and a concentration in biology. She served as jury president for the Pharma Lions at the Cannes Lions International Festival of Creativity in 2021 and was honored for five consecutive years as one of the most influential people in healthcare communications on the top “Health Influencer” lists by Medical Marketing & Media and PR Week. Passionate about exceptional creative work that drives brand and reputation, Anne has also contributed as a jury member for the Effie Awards, MM&M Awards, and Clio Health on multiple occasions.
While Anne enjoys her workdays at Takeda’s global hub in Cambridge, Massachusetts, she cherishes weekends at home with her husband in Southern Vermont.