27. Creating Valuable and Reliable Content with AI

9am – 11.45am CEST, 1 July 2025 ‐ 2 hours 45 mins

Room: X8-9

Deepdive Session

From member updates and marketing copy to research, reports and white papers, AI is transforming how associations produce content. But with opportunity comes risk: how can you ensure quality, accuracy and value while using AI to do more with less?

In this session, we’ll explore how associations are starting to harness AI tools to support their content strategies; practical lessons, common pitfalls and what it takes to build trust in AI-generated content.  We’ll examine the most pressing challenges you are facing, alongside real examples of what’s working well.

Michael and Alan will draw on their work with associations and experience as advisors to the publishing industry, and their experience at the globally recognised titles of The Economist and The Times.

• Learn how AI can support a range of content needs, from comms to commercial
• Gain understanding of the risks and how to maintain credibility and tone of voice
• Discover lessons from peer experiences and a real-world association case studies
• Leave with practical ideas to take back and apply

This expert-led deep-dive session is highly interactive and contributive:

• Introduction to the key issues from the Session Leader
• Review of delegates' situation (from the session survey completed by attendees)
• Structured discussion of the issues highlighted by delegates, with multiple threads
• Break
• Experience sharing by delegates either to the room or at round tables
• Break-out into sub-topic issues
• Review and wrap-up

The format may be adjusted to address the needs identified in the session surveys that are completed by delegates a 6-8 weeks before the event.

Speakers

Alan Hunter

Co-Founder, HBM Advisory

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Michael Brunt

Co-Founder, HBM Advisory

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Alan Hunter

Co-Founder, HBM Advisory

Co-founder of HBM Advisory, a strategic consultancy that helps organisations unlock the full potential of their content businesses.

He works with publishers, both traditional news & information businesses and their challengers, to align products and content to the needs of their users; he advises on how to optimise customer journeys and build successful monetisation options; and share his experience on how to transform businesses to take full advantage of the digital revolution.

Alan's experience at some of the world’s leading digital news publishers allows him to make sure clients have all aspects of their business focused on the right goals.

Among his clients are The Wall Street Journal, Future plc, Harvard Business Review, The Scotsman, The Indian Express, MIT Technology Review, the Royal Opera House and the Association of Association Executives with its 'Associations Spotlight' service.

Prior to setting up HBM Advisory, Alan was Head of Digital at The Times and The Sunday Times in London. He was responsible for all their output on digital platforms and led the transformation in their product, content and newsroom which saw subscriptions double during his tenure.

Alan is an experienced journalist having edited sections of The Sunday Times including News Review and Focus, after beginning his career working in magazines such as Wallpaper, Tatler and Inside Sport.

: https://www.hbmadvisory.com

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Michael Brunt

Co-Founder, HBM Advisory

No bio provided

: https://www.hbmadvisory.com