{"id":15304,"date":"2025-07-31T15:30:06","date_gmt":"2025-07-31T19:30:06","guid":{"rendered":"https:\/\/oc.ca\/?p=15304"},"modified":"2025-08-04T16:08:36","modified_gmt":"2025-08-04T20:08:36","slug":"engaging-audiences-digitally-using-ai-ethically","status":"publish","type":"post","link":"https:\/\/oc.ca\/en\/engaging-audiences-digitally-using-ai-ethically\/","title":{"rendered":"Engaging Audiences Digitally & Using AI Ethically: What I Learned at the League\u2019s Conference"},"content":{"rendered":"

\"Headshot<\/p>\n

By\u00a0Boran Zaza<\/a>, Director of Communications & Development at Orchestras Canada.<\/p>\n

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I\u2019m not going to lie: I am a big fan of AI<\/strong>, and of all the ways it has streamlined my workflow as a one-person Communications and Development Department. From tailoring social media copy for different platforms to extracting complex donor data from spreadsheets, AI has made my work easier and more efficient! (Did I use AI to write this blog post from scratch? No. Did I use it to proofread and develop a couple of sections using my notes from the conference? Absolutely!)<\/span>\u00a0<\/span><\/p>\n

\"\"I used to think I was a pretty good prompt writer\u2014and I believe this skill will become increasingly vital in the near future\u2014until I attended a session led by Capacity Interactive at<\/span> Ascend,<\/span><\/i>\u00a0the League of American Orchestras\u2019 80th National Conference<\/span>.<\/span><\/i> The conference took place from June 10-13, 2025, in Salt Lake City, Utah.<\/span>\u00a0<\/span><\/p>\n

Ethics in AI?<\/span><\/b>\u00a0<\/span><\/h3>\n

Jen Taylor and Dan Titmuss from Capacity Interactive made a compelling case for using AI as a strategic tool\u2014not just to save time but to build thoughtful, human-centred strategies. Here are my key takeaways and reflections from their presentation:<\/span>\u00a0<\/span><\/p>\n

AI use should be human-centred and ethically grounded<\/span><\/b>
\nIt’s fine to use AI to adapt existing social media copy for different platforms. But creating art\u2014like a concert poster in the style of Picasso? That\u2019s a no-go. AI should augment human work, not replace artists or staff members. Also, AI can be biased; it might default to certain personas, tones, images, or assumptions about your audience. Always double-check, fact-check, and revise AI-generated outputs.<\/span>\u00a0<\/span><\/p>\n

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Jen Taylor and Dan Titmuss from Capacity Interactive presenting at Ascend – Photo: Boran Zaza<\/figcaption><\/figure>\n

\"\" Consider the environmental impact of AI<\/span><\/b>
\nEvery interaction with AI involves processing the entire conversation, which consumes energy and contributes to pollution. Planning detailed prompts in advance helps reduce unnecessary back-and-forth, lowering AI\u2019s environmental footprint.<\/span>\u00a0<\/span><\/p>\n

Use AI to build strategy, not just tactics<\/span><\/b>
\nAI can perform landscape analyses, develop positioning strategies, or create cross-promotion plans. For example, with the Deep Research functionality in Google Gemini, you can craft research papers referencing specific websites\u2014such as local orchestra sites\u2014and get comprehensive insights that inform your decision-making. Remember: always fact-check when using AI! <\/span>\u00a0<\/span><\/p>\n

For more on this, check out Capacity Interactive\u2019s slide deck here: <\/span>AI for Strategy, Not Just Tactics<\/span><\/b><\/a>.\u00a0<\/span>\u00a0<\/span><\/p>\n

Engaging Audiences Digitally<\/span><\/b>\u00a0<\/span><\/h3>\n

Another fascinating session at the conference featured Orchestras Canada\u2019s long-time friend, Alan Brown of WolfBrown. Entitled <\/span>Engaging Future Audiences in a Digital World, <\/span><\/i>the session was moderated by John Kieser, Co-Founder of JDJK Consulting, with Jennifer Barton (Baltimore Symphony Orchestra), Alan Brown, and Wolfgang Graf (Easy Connect).<\/span>\u00a0<\/span><\/p>\n

This session addressed how current and future audiences are evolving and engaging with the arts. Today, people cherry-pick from various entertainment and leisure activities, and the online landscape has shifted dramatically. Mobile devices are now the primary platform for digital interaction, with users leveraging apps to organize their lives, socialize, and discover events. Orchestras must meet audiences where they are\u2014on their smartphones and apps\u2014to bring them into the concert hall.<\/span>\u00a0<\/span><\/p>\n

Insights from Alan Brown \u2013 Social Context and Social Value<\/span><\/b><\/p>\n

Alan emphasized that social dynamics greatly influence attendance. For example:<\/span>\u00a0<\/span><\/p>\n

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Alan Brown presenting at Ascend – Photo: Boran Zaza<\/figcaption><\/figure>\n