(MENAFN- PRovoke) CHICAGO - For the Young Changemakers honored at PRovoke Media's Global Summit in Chicago, the future of communications comes down to action. The four women from under-represented backgrounds urged industry leaders to move beyond talk of inclusion, make equity real, and use technology to strengthen rather than replace human creativity.

Honored by PRovoke Media and We. Communications, independent digital transformation and AI consultant Elsie Merhi, LatAm Intersect PR head of marketing and social media Lívia Gammardella, Brambles group communications manager Liyana Shirin and Adfero account executive Kayla Marrero represented the Middle East, Latin America, Europe and the US respectively.

Asked by moderator Maja Pawinska Sims, PRovoke Media's global head of features, what kind of future they want to shape, all four described an industry where inclusion is no longer a talking point but part of its DNA. Marrero said she wants“more women of color in these circles,” noting she grew up not seeing people who looked like her in PR - or even knowing what PR was. She urged leaders to stop treating DEI as a buzzword and instead recognize that diversity, equity and inclusion are“who we are as a community.”

Shirin said she looks forward to a time when diversity is so ingrained it's no longer a topic of debate. Paraphrasing Sheryl Sandberg, she said she wants a future where there are“no female leaders, just leaders.”

Gammardella focused on changing perceptions of Latin America, saying the region should be seen“for its own potential” rather than as a single entity.“Sometimes we're seen as one thing or less superior,” she said.“We have incredible cultural nuances and creativity that deserve to be recognized."

Merhi called for an industry that views communications as“an engine of trust and value rather than a support function,” and said AI can help elevate that role. Used correctly, she said, it should“enhance our creativity and help us deliver more value.”

The women also shared experiences that shaped their leadership. Merhi, who grew up between Lebanon, the UAE and Canada, said her immigrant parents modeled resilience and integrity, qualities that taught her to“move with purpose, even when times feel uncertain.”

Gammardella, who lived in Brazil, Mexico, Costa Rica and the US, said her experiences deepened her appreciation for Latin America's diversity. She recalled being rejected in high school because of her accent, calling her appearance on the Summit stage a way to“reframe that experience” and represent the region's growing global presence.

Shirin began her career as a financial analyst before realizing she was more interested in telling“the story behind the numbers.” Shadowing a marketing leader helped her see how communications connects people to purpose. Today she views leadership as something that evolves - from supporting peers as a student to now“influencing upward” and holding senior leaders accountable for the changes they promise.

Marrero said her career took root in her hometown, Philadelphia, where local news focused too much on crime and not enough on community. That frustration led her to tell different stories and later to create a memorial scholarship for students affected by gun violence after her cousin was killed.“I wanted to give back,” she said.“That experience made me realize how important it is to hold institutions accountable through storytelling.”

When asked about hard truths leaders still don't want to hear, Gammardella said companies need to understand that“it's not about you, it's not about your brand.” Audiences, she said, want to know what a company does for them and why it matters - a shift that can be uncomfortable for clients used to seeing their names in headlines.

Merhi said the industry“speaks beautifully about inclusion” but hasn't yet implemented it at scale. Diversity without equity, she said,“is merely symbolic.” She also urged communicators to see AI as a way to support - not threaten - human creativity, which she called“the highest-value commodity we have.”

Marrero highlighted inequities in access and opportunity, noting that entry-level candidates from historically Black colleges and universities often lack the same resources as those from predominantly white institutions, yet are judged by identical standards.“There are students who want to work, but there are just not enough opportunities,” she said. She also noted that many young professionals began their careers during Covid and need managers to show patience and understanding.

Shirin warned of“performative diversity and inclusion,” saying too many organizations“use inclusion as a shield.” She pointed to a global agency that promoted an early-career program as building the future but featured no people of color among its participants.“If you're making decisions, it's time to make them right,” she said.

Her experience in a reverse-mentoring program run by the Taylor Bennett Foundation and CIPR has reinforced the importance of honest dialogue about privilege and opportunity. Comparing her own path to that of her senior mentor, she said, revealed how much easier it can be to advance when you start from a“privileged environment.”

The conversation then turned to AI - a subject all four were eager to discuss.

Merhi said communications is shifting“from intuition-based to intelligence-driven,” with AI enabling teams to analyze data faster and spend more time on storytelling. But she emphasized the need to“bring your people along” by upskilling employees across generations so no one feels left behind.

At Brambles, Shirin said her team uses AI “like another colleague,” handling research and analysis while humans do the writing. She said younger staff now lead AI training sessions for senior leaders, creating a culture where“different generations teach each other.”

Gammardella said she views AI as a complement that speeds research so communicators can focus on“the human approach.” She said she's most excited about personalization - using data to tailor messages beyond demographics. Marrero said her agency uses AI tools to track how policy decisions affect clients and to understand what different audiences care about, while she tests tools to challenge bias in messaging.

Despite the challenges, all four said they're hopeful about where the industry is heading. Merhi said she's encouraged by“a growing desire for purpose and authenticity,” urging leaders to“know when to step back” and give diverse talent real authority, not just visibility. Gammardella said simply being on stage in Chicago made her optimistic.“We're finally being seen,” she said.

Shirin encouraged organizations to create mentorship and shadow-board programs so younger professionals can shape decisions in real time. Marrero said her generation will keep pushing the industry forward.“Gen Z is vocal,” she said.“We challenge brands and companies to put their money where their words are.”

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