We look at the risk of "AI-slop" for international schools, our messaging and the crowded space we now have to inhabit to engage our communities, alumni and donors. We talk about how at Aiglon we have worked to prioritise human creativity from top to bottom in our comms/marketing in order to build brand legitimacy and community trust. We share some of the process behind our editorial strategy, from strategic listening to gain external relevance, to building internal stakeholder trust that allows us to create authentic content (like our magazine and editorials). In short, authentic storytelling is no longer just a nice to have, but it is a competitive advantage and premium asset.

Room: Auditorium