How AI is transforming communication beyond content creation to curation AI, including predictive analytics and sentiment analysis, is at the heart of this FIR Interview with Silvia Cambie, an independent communicator with deep expertise in journalism, internal communication, and AI-driven change management. Much of the conversation around AI in communication has focused on generative AI... Continue Reading → The post Silvia Cambie on AI’s Overlooked Role in Communication appeared first on FIR Podcast Network.
How AI is transforming communication beyond content creation to curation AI, including predictive analytics and sentiment analysis, is at the heart of this FIR Interview with Silvia Cambie, an independent communicator with deep expertise in journalism, internal communication, and AI-driven change management.
Much of the conversation around AI in communication has focused on generative AI (ChatGPT, Bard, Claude, etc), yet Silvia argues that curation AI is just as important. By analysing patterns and predicting audience reactions, AI can provide communicators with deeper, data-driven insights into how messages are received and acted upon. Those communicators who have worked with enterprise social networks (ESNs) like Yammer, Jive, and Chatter may already have transferable skills. Extracting data from ESNs and mapping a company’s social graph can help train AI-powered assistants that improve internal communication.
AI is also revolutionising communication measurement. Silvia shares a case study from a major UK retailer, where AI-driven surface occupancy data helped better reach deskless workers, moving beyond traditional surveys. Silvia notes that a growing concern in AI adoption is bias in training data. She highlights the impact of misinformation in AI models, particularly when large language models (LLMs) are trained on public internet data. Another key challenge is AI bias — as LLMs train on internet data, misinformation risks grow. Communicators must collaborate with IT and vendors to ensure ethical AI use.
Silvia also discusses Agentic AI, where autonomous AI agents manage data, track sentiment, and support decision-making. She sees AI-assisted writing as a shift, not a threat, encouraging communicators to embrace it as a strategic partner.
AI’s impact goes beyond business — Silvia envisions AI shaping storytelling in space exploration, reinforcing its role in preserving human narratives.
Silvia Cambie is an accomplished professional who works at the crossroads of communication and technology. Her background includes business journalism, corporate relations, internal communication, consulting and digital transformation.
Throughout her career, Silvia has worked for companies like IBM and Wipro. Her experience in tech spans enterprise collaboration, Cloud, AI and change management. In IBM she used to focus on the application of Watson’s AI to the workspace. She has consulted with organisations in a wide range of sectors in the UK, continental Europe, the US and Middle East.
Silvia is a former member of IABC’s International Executive Board and used to serve as President of IABC EMENA. Fluent in four languages, Silvia is a recognised public speaker and published author.
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