Donegal author Joanne Sweeney debuts AI Playbook at Las Vegas conference

“AI is the biggest workplace transformation since the Internet, but it isn’t about coding, it’s about communication.”

That was the message from Galway-based strategist and Downings native Joanne Sweeney as she addressed more than 800 US local government officials at Planet Hollywood in Las Vegas last week.

Sweeney, a Harvard Kennedy School graduate, was invited to deliver a keynote at the 3CMA Annual Conference, where she shared insights from her new book, AI Playbook. The book argues that leaders who thrive in the AI era will be those who can communicate in two ways: with AI models, through prompting and workflow design, and about AI adoption, by shaping policies, building strategies, and earning the trust of staff and stakeholders.

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“The winners in this revolution won’t be coders,” Sweeney told delegates. “They’ll be the professionals who know how to get value out of AI through smart communication, and then explain, manage and govern that change in a way that builds confidence and trust. This includes policymakers and legislators - it’s vital they have AI literacy and competency too.”

Early readers have described AI Playbook as “the AI Bible” for public and private sector professionals, focusing on practical skills such as interacting with AI, introducing new tools, and communicating its impact. The book arrives at a critical moment: research shows 78 per cent of Irish executives feel unprepared for AI transformation, while 60 per cent of firms plan to adopt AI within two years but fewer than one in five have a strategy in place. Job postings requiring AI skills are also up 40 per cent year-on-year in Ireland, according to PwC, while the new EU AI Act mandates training for all staff.

Sweeney believes communications leaders are at the frontline of this change. “It was reaffirmed this summer at Harvard that AI governance is everyone’s job. Legislation matters, but literacy matters more. Decisions about water, energy, data and transparency will be made by people whose understanding is uneven. Communicators need to be in those rooms, asking the right questions and translating the answers for the public.”

Unlike technical texts, AI Playbook aims to equip readers with clear frameworks, jargon-free explanations, and step-by-step exercises in prompting, workflow automation, and decision-making. It also offers guidance on writing responsible policies, setting strategy, and building trust with teams, customers, and citizens.

“AI isn’t replacing humans,” Sweeney adds. “It’s amplifying those who know how to use it - and communicate it - well.”

Sweeney, who has advised European institutions, government agencies and media organisations, also created the CPD-accredited AI Diploma for Marketers and the radio sector’s first AI Certificate. She hosts the AI SIX podcast, which has surpassed 200 episodes.

AI Playbook will be officially launched in Ireland on Friday, September 12, at Dublin’s Mayson Hotel. The event will include an interactive masterclass, where Sweeney will demonstrate her frameworks and show how they can be applied in real campaigns and strategies.

Pre-orders and tickets for the launch are available at www.aimarketingplaybook.ie.