As AI reshapes media production, how can journalism, PR, and press offices protect credibility while scaling output? In this panel discussion, industry leaders unpack the evolving role of AI in newsrooms, the enduring value of journalistic voice, and how authenticity underpins trust. From SEO optimisation and press releases to social media amplification and audience behaviour, the conversation explores how content is created, distributed, and consumed heading into 2026. Featuring candid insights from editors and PR professionals, this session examines where human expertise still leads and how technology can enhance, not replace, quality storytelling across the media ecosystem.

Host:  Liga Tarasova – Account Director, PRace
Guests: Shirley Xerxen – Head of News, SiGMA Group
Giampiero Moncada – Journalist, PressGiochi
Joe Lamb – Founder, Volume Communications

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