Talks & articles

Ideas we write and speak about.

We write guest articles, join podcasts and panels, and give talks and workshops for communication leaders and teams. These are the topics we come back to.

Quality over quantity in the AI age

Why volume now works against attention and trust, and what to do instead.
Communication with a reason to exist

Purpose, necessity, and messages others can reuse without losing their meaning.
Staying distinctive when anyone can generate content

Original perspective, empathy and a voice of your own.
Measuring what communication changes

Agreeing outcomes that matter to stakeholders, and showing contribution over time.
Communication strategy people and AI can follow

Turning positioning and voice into guidance for everyday work.

Formats

Guest articles
Podcasts
Panels and moderation
Talks and workshops

Our thinking has appeared in

CSCE Insights
Strategic
Communication Leadership Summit, Brussels

Who you’d feature

Asaf Covo

Strategic and creative communication, narrative and public affairs, drawing on two decades with EU institutions, NGOs and global firms.

David Baldwin Friedman

Communication and AI strategy, and how organizations put positioning and voice into practice across teams and AI tools. IABC Nordics Community Lead.

Articles

Centre for Strategic Communication Excellence (CSCE) Insights

“Communication can now scale instantly. Meaning still has to survive the journey.”

How Communication Endures Under AI Acceleration Through Purpose and Longevity

Asaf Covo and David Baldwin Friedman

Builds on a Communication Leadership Summit session Asaf led on when messages start losing impact.

Messages are usually clear when they are approved. The trouble starts later, when different teams reuse and adapt them for their own audiences and the shared purpose gradually fades.

AI makes this harder to see: output stays fluent and consistent in tone while drifting in meaning. The article shows how anchors, editorial routines, templates and review criteria let communication be adapted without fragmenting, and argues that communicators increasingly design the conditions for reuse rather than only approving content.

Coordination across teams
AI and drift
Designing for reuse

Read on CSCE

Strategic

“In the AI age, anyone can scale frequency; what defines the difference now is resonance.”

The article the practice grew from

The imperative to make communication more sustainable in the AI age

Asaf Covo and David Baldwin Friedman

Written after the 2025 Communication Leadership Summit in Brussels.

As AI accelerates output, volume overwhelms value, inside organizations and in public channels alike. The article argues for a shift from quantity to quality, and sets out three pairs of principles to make that shift practical.

Purpose and longevity, distinct perspective and shared connection, alignment and measurement: each pair comes with examples and reflection questions that teams can use in strategy, execution and evaluation.