Nadav Avidan

About the Expert

Nadav Avidan is a seasoned communications strategist with over 15 years of experience leading global PR and communication teams. He has shaped the narratives of household names like Viber and Walmart, and now serves as Sr. PR & Communications Manager at TextNow, one of North America's fastest-growing telecom platforms.

Why Communication in the AI Era Still Needs Human Creativity

As artificial intelligence transforms how brands communicate, one thing remains unchanged: authentic storytelling is what truly connects with people. Nadav Avidan, global communications expert behind brands like Viber and Walmart, shares why human creativity—not algorithms—drives meaningful conversations in the digital world.

Generative AI is a powerful tool that speeds up tasks like writing press releases and analyzing results. But Nadav compares it to the invention of the car: it opens new horizons, yet still needs a driver. In communications, that driver is the person crafting the message, finding the narrative, and sparking emotion.

Far from replacing authenticity, AI highlights its importance. What makes a story resonate isn't just the words—it's the intent, emotion, and human connection behind them. While AI can help create content, only people can craft meaning.

For Nadav, every brand must answer three essential questions:

• Do people know your brand? • Do they like it? • Do they want to engage with it?

The answers shape whether your focus should be on raising awareness, improving brand sentiment, or driving engagement—whether you're a global brand like Viber or a startup like TextNow.

Looking ahead, the future of communication belongs to those who focus on creativity and storytelling, letting AI handle the operational tasks. In a noisy digital world, the brands that win hearts and minds will be the ones led by humans who know how to tell powerful stories.