Insights from the 2024 Page Up Annual Conference

The 2024 Page Up Annual Conference was an inspiring and insightful gathering of our community of communicators. Here are some highlights and learnings from the discussions, with next steps to help you prepare for the road ahead.

1.AI as a Strategic Tool

Page Up Innovation Award Winner Evan Kraus, posing with his award

Generative AI was a key theme throughout the conference. From panel discussions, to interactive sessions, we heard numerous stories of how your peers are taking the next step in leveraging generative AI, using the technology as a strategic tool.

• In a panel discussion titled GenAI Revolution: Strategy Meets AI, the presenters discussed how they were not just using AI for low-level redundant tasks, but deeper strategic analysis. 
• From market analysis to IPO preparation, the panel shared how they are strategizing with the assistance of Generative technology. 
• Joao Belo from Takeda Pharmaceutical Company shared that AI is helping change the perception that his communications function is the "help function" and building the reputation of being a value creator in its own right. 
• Evan Kraus won the 2024 Page Up Innovation award, for APCO's revolutionary AI, Margy. 
• Named as a nod to APCO founder and Page member Margery Kraus, Margy is a bespoke AI, trained on strategic information for APCO clients, providing actionable, strategic insights and expertise, on demand.
•  As Evan explains, the AI was not only trained on strategic documents, but trained by experts in policy and public affairs, to fine-tune the results and minimize hallucinations.

2.  Global Function 

Brian Lott, CCO at Mubadala, talking with Page Up Chair and deputy CCO Umayma Abubakar

As the role of communications becomes increasingly strategic, CCOs of multinational organizations need deeper cultural knowledge to execute on their deliverables.

• In a fireside chat, Brian Lott, CCO at Mubadala, discussed with Page Up Chair and deputy CCO Umayma Abubakar how the role has grown more global throughout his career, by design.
• Brian mentioned how Mubadala made an intentional shift, to move away from an "everyone at HQ" model, to having employees embedded in their respective international markets. This enabled them to have a deeper understanding of these markets, and also the cultures imbued within them. 
• It was a great reminder for Comms overseeing global operations, to make sure your teams have deep cultural competency for their respective markets.

3. Page Principles — and People

Conference co-chairs Ken Peters and Hillary Goodman address attendees

In their closing remarks, co-chairs Ken Peters and Hillary Goodman reflected on the lessons from the past few days. They noted that the next months hold a lot of uncertainty, but that you can lean into the Page Principles, and the Page community, to help steer your organization through to the other side.

Speaking of connecting with peers, if you are a part of the Page community, check out our upcoming Page events to learn, discuss and engage with other members.