Ragan Communications has selected digital media entrepreneur and What’s Trending founder Shira Lazar as a keynote speaker for its 2026 Future of Communications Conference. The three-day event is scheduled for Nov. 11–13 at the Hyatt Regency Austin as part of Communications Week.

Lazar’s keynote, titled “Think Like a Creator: Thriving at the Intersection of AI, Trust and the Future of Communications,” will examine how artificial intelligence, creator-driven media and evolving expectations around authenticity are transforming organizational communications.

The communications landscape is changing rapidly. Executives are increasingly producing content themselves, employees are functioning as publishers, and brands are competing for attention across an expanding and fragmented media environment. Against that backdrop, communicators need to look beyond technology alone and consider how experimentation, curiosity, authenticity and trust can help organizations build stronger connections with their audiences.

During her presentation, Lazar will discuss the growing overlap between corporate communications and the creator economy, the ways AI is influencing work and media, and the steps communications professionals can take to stay relevant as the industry continues to evolve.

Three Days Focused on the Future of Communications
Lazar’s appearance is part of a three-day conference that will bring hundreds of communications professionals to Austin to discuss emerging priorities across internal and external communications, public relations, reputation management, employee communications and leadership.

The 2026 Future of Communications Conference is expected to feature more than 50 senior communications executives, leaders and subject-matter experts across more than 30 keynotes, workshops, case studies, fireside conversations and peer-to-peer sessions.

The speaker lineup includes communications professionals representing organizations such as Lockheed Martin, United Airlines, Dell Technologies, Notion, State Farm, IBM, Colgate-Palmolive, Hachette Book Group, Mozilla, Coca-Cola Bottlers’ Sales & Services, Dow Jones, Anker, Code for America and Cotality, among others.

AI and Emerging Challenges Take Center Stage
The conference agenda focuses on challenges communications teams are dealing with today as well as developments expected to influence the profession in 2027.

Topics will include AI governance, agentic AI workflows, executive communications, employee engagement, corporate reputation, crisis readiness, misinformation, organizational transformation, communications measurement and return on investment. Sessions will also address emerging media platforms and the increasing role of AI-powered search in how audiences discover information.

Another area of focus will be the changing nature of online discoverability. Attendees will explore how Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) are affecting brand visibility, along with the implications of AI systems becoming an audience for corporate information.

The program will also examine how organizations can respond to deepfakes and synthetic media and maintain an identifiable human voice as AI-generated communications become increasingly widespread.

Dedicated AI Strategy Summit
A dedicated Center for AI Strategy Summit, taking place Nov. 11, will provide additional programming focused specifically on artificial intelligence.

The summit will explore practical approaches to AI adoption, workflow development and governance, along with legal and brand considerations. It will also examine emerging opportunities that communications teams may need to prepare for as organizations expand their use of AI through 2027.

Networking and Peer Exchange
In addition to formal sessions, the Future of Communications Conference will provide opportunities for attendees to interact with other communications professionals. Structured networking, roundtable discussions, receptions and peer conversations are designed to encourage the exchange of practical experiences and ideas.

The conference represents the flagship educational event within Communications Week 2026, which runs Nov. 9–13. Communications Week brings together communications professionals and organizations to recognize the profession while exploring the technologies, trends and changing expectations shaping its future.

The next registration pricing deadline is Oct. 9.

Readers of 3BL Media can receive an additional $500 off registration by using the code 3BL.

Ragan Communications is set to host hundreds of communications professionals in Austin, Texas, from Nov. 11-13 for the 2026 Future of Communications Conference, one of the centerpiece events of Communications Week.

The three-day gathering will be held at the Hyatt Regency Austin and will bring together professionals and senior leaders working in internal communications, public relations, corporate communications, marketing, employee communications, public affairs and other related fields. The event will focus on the trends transforming the communications industry and the strategies professionals will need as they prepare for 2027.

The 2026 conference comes as the communications profession undergoes significant change. Artificial intelligence is quickly becoming part of routine business operations rather than remaining primarily an experimental technology. At the same time, organizations are dealing with shifting workforce expectations, a rapidly changing media landscape, growing reputational threats, economic challenges and greater demands to prove the measurable business impact of communications.

The Future of Communications Conference aims to equip professionals with the knowledge and practical approaches needed to turn these developments into opportunities for leadership and growth.

The agenda features more than 30 sessions spanning keynote presentations, workshops, case studies, fireside conversations, panel discussions and peer-to-peer exchanges. Topics will include responsible AI implementation and governance, executive communications, corporate reputation, crisis response, employee engagement, organizational transformation, Generative Engine Optimization (GEO), Answer Engine Optimization (AEO), communications measurement and strategic communications.

More than 50 experienced communications executives, industry specialists and senior leaders are expected to share their insights. Attendees will also have opportunities to network with hundreds of professionals who are confronting similar challenges within their own organizations.

New AI Strategy Summit
One of the key additions to this year's conference is the Center for AI Strategy Summit, scheduled for Nov. 11. Professionals who choose the AI Summit as their pre-conference program will participate in open discussions about how organizations can advance AI adoption in a responsible and effective manner.

The summit will examine the current state of AI adoption, the obstacles limiting wider implementation and the challenges surrounding trust. Participants will explore how communications teams can transition from isolated AI experiments to consistent, scalable workflows.

The program will also feature real-world AI workflows and applications, along with discussions about governance, brand safety and emerging concerns involving agentic AI, synthetic content and legal exposure. A central theme will be determining where human oversight and professional judgment remain essential as AI becomes more deeply integrated into communications.

Those attending the Center for AI Strategy Summit will also receive a complimentary one-year membership in Ragan's Center for AI Strategy.

Hands-on Workshop Option
Professionals who instead select Ragan's conference workshop program on Nov. 11 will have access to practical sessions covering subjects such as deepfakes and synthetic media, crisis readiness, AI-driven search, GEO and AEO, building AI-capable communications teams and preserving credible, authentic content as artificial intelligence speeds up content creation.

The main conference program will continue on Nov. 12 and 13, featuring separate tracks for internal and external communications, general sessions, interactive conversations, networking opportunities and discussions with speakers and fellow participants.

The Future of Communications Conference forms a central part of Communications Week, which runs Nov. 9-13. The annual event brings together communications professionals, organizations and industry leaders for educational sessions, networking and discussions focused on the direction of the communications field.

For professionals planning for the communications landscape of 2027, the Austin event provides an opportunity to step away from everyday responsibilities, learn from the experiences of other organizations, expand professional networks and return to their workplaces with strategies that can be put into practice immediately.

The next registration pricing deadline is Sept. 4.

Readers of 3BL Media can receive an additional $500 discount on registration by using the code 3BL.

Click here to know more.

Artificial intelligence has rapidly become the go-to source for information, quietly replacing traditional search engines for many users — and most companies have yet to recognize the shift.

Today, millions of people consult AI tools such as ChatGPT, Claude, and Gemini before using conventional search platforms. Around half of consumers now prefer AI-driven answers over traditional search results, and those responses heavily influence purchasing choices, employment decisions, and brand trust. The impact extends even further: 94% of B2B buyers now rely on AI during purchasing decisions, while more than three-quarters of investors worldwide use AI-powered insights to guide investment strategies.

Despite this growing dependence on AI, many organizations still lack visibility into how their brands are represented in AI-generated responses. Are they appearing in results at all? If they are, is the portrayal accurate, balanced, or potentially damaging?

When existing tools failed to provide clear answers for clients, we decided to create a better solution.

“Communications leaders usually know their media coverage and search rankings, but very few understand how AI platforms currently describe their company,” said Charlie Wilkie. “That’s the visibility gap we designed this tool to solve.”

Introducing the AI Visibility Tracker from 3BL — a platform specifically created to measure and manage brand reputation within AI systems.

Key Features
Unlike many AI tracking tools focused mainly on product visibility, the AI Visibility Tracker concentrates on reputation — helping organizations understand how AI platforms interpret, discuss, and frame their brands.

The platform also delivers more advanced sentiment analysis than traditional tools. Instead of relying solely on positive or negative keywords, it evaluates the broader context of AI-generated discussions, capturing nuanced perceptions even when responses contain both praise and criticism.

“The foundation of public relations has always been that outside perspectives carry more weight than self-promotion,” Wilkie explained. “AI has amplified that reality even further, but many brands are still unprepared for it.”

As AI increasingly becomes the primary source of information for consumers, employees, investors, and business buyers, understanding how your brand appears in AI-generated content is no longer optional — it’s becoming a business necessity.

Click here to sign up to see your AI visibility score.