Post by European Association of Communication Directors (EACD)

AI can read the texts. It can write the brief. It can even make the video.   What it can't do is tell a CEO how a decision is going to land with real people, in a real organisation, on a real Monday morning.   That's still our work. And it matters more than it might sound. 70% of change programmes fail, according to Harvard Business Review. And as John Kotter, the grandfather of change management, points out, almost always for the same reason: the failure to change how people behave. Not strategy. Not technology. The human factor.   Which is a strange thing to realise in 2026, in the middle of the most automated, most measured, most AI-saturated working environment in our lifetimes: the most strategic voice in the room is still the one that understands people.   That's the voice we built the EACD Summit around.   Every year, the EACD community comes together in Brussels for two days of honest, peer-to-peer conversation about navigating change strategically, and humanly. Members, friends, and the wider community of senior communicators across Europe in one room.   📍 18-19 June. Brussels 🎯 Theme: Agents of Change at the Crossroads   🎥 The film makes the case better than any post can. Watch ⬇️ and discover the EACD Summit: https://eacdsummit.com/ #EACDSummit #AgentsOfChange #EACDSpirit

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