CPDStore Ireland

AI is rewriting the rules of communication, visibility, and trust.

In this session, we’ll explore how AI is changing the marketing landscape – from how businesses are being discovered, ranked, and remembered in the age of generative search. We’ll also expose the risks of over-relying on AI content and how to preserve your human advantage in a world of digital noise.

This isn’t about becoming a marketer. It’s about understanding how marketing, communication and AI intersect with your role and how to stay visible, credible and valuable.

In this session Callum Macrae will cover the following topics:

• How AI Is Changing Search and Discovery
  • Learn how tools like ChatGPT and Google’s AI Overviews are replacing traditional search — and how it affects how businesses, teams, and leaders are found and evaluated.
• The Rise of Generative Content – and Its Risks
  • Understand the explosion of AI-written content and why relying solely on tools like ChatGPT can weaken your message, dilute brand trust, and introduce risk.
• AI Avatars, Voice Cloning, and the Future of Corporate Comms
  • Discover how AI is already being used to generate video content, automate onboarding and deliver consistent messaging – with examples of how your team might use or misuse it.
• The Human Advantage: Why Story, Tone, and Trust Still Matter
  • Explore how to bring your human edge to the forefront – from tone of voice to storytelling and how it shapes your stakeholder influence.
• How to Stay Relevant Without Burning Out
  • Get a practical framework for using AI with purpose, while protecting the creativity, clarity, and credibility that make your finance function stand out.

By attending this session, you will:

• Understand how AI is shifting the way your business and team are perceived and found
• Spot where AI-generated content may damage trust
• Discover tools that can help scale your impact without losing your voice
• Gain clarity on how to balance AI automation with human authenticity

This session will be of most interest to:

• Finance professionals in industry
• Financial controllers, CFOs, finance business partners
• Strategy and comms leads
• Accountants responsible for reporting, stakeholder engagement, or internal/external comms
• Anyone curious about AI’s impact on business communication and visibility

Course level: Intermediate

This course assumes basic understanding of marketing and business communication, but no prior AI expertise is required.