About Applied Comms AI

Applied Comms AI exists because communications leaders need someone to cut through the noise: someone who's actually implementing these tools with real clients, not just writing about them from the sidelines.

About Applied Comms AI
Photo by White Field Photo / Unsplash

Why This Exists

Every week, another AI tool promises to "revolutionise communications." Most don't.

Applied Comms AI exists because communications leaders need someone to cut through the noise: someone who's actually implementing these tools with real clients, not just writing about them from the sidelines.

This isn't another AI newsletter by tech enthusiasts. It's written by a communications professional who's spent 15+ years working with major brands and is now helping organisations actually use AI in their day-to-day communications work.

Who I Am

I'm Michael MacLennan, and I've been working at the intersection of communications and digital innovation for over a decade.

My background:

  • Director of Social Media Strategy, Digital & Comms at Brunswick Group (5 years)
  • Digital innovation projects at Red Bull (launched redbull.com VR channel, managed international roll-out of website relaunch, managed its Innovator channel) and Barclaycard (new digital/social operating model)
  • Founder of Faur (2024), a progressive communications collective serving multinationals, NGOs, and startups
  • Produce ground-breaking interactive online guides at the BBC (2013-2014), including its most successful edition, reaching an audience of hundreds of thousands within its first week

Current client work includes:

  • Multinational lottery operator (content strategy and workshop for international website relaunch)
  • Leading national sports association (digital community platforms evaluation)
  • A diverse portfolio of other work, including AI implementation in communications workflows

Earlier career: Started in journalism with The Herald and STV, launching award-winning digital platforms and social media channels.

Credentials: Executive Leadership (Oxford), CIM Diploma in Digital Strategy, MLitt Journalism, MA Philosophy.

Why I'm Writing This

I started Applied Comms AI because I was tired of the gap between AI hype and AI reality.

As someone who works with communications teams every day, I see the disconnect: endless articles about AI's potential, but very little practical guidance on what actually works for communications professionals.

What makes this different:

  • I'm testing AI tools with real client work, not hypothetical scenarios
  • I'm honest about what doesn't work (and plenty doesn't)
  • I focus on implementation, not just explanation
  • I understand both communications strategy and how to actually deploy digital tools

What You'll Get

On a regular basis, you'll receive:

Tool Reviews that matter: I test AI platforms with actual communications challenges and tell you what's worth your time (and budget).

Real-world case studies from organisations successfully using AI in their communications, plus the failures that offer valuable lessons.

Practical workflows you can implement immediately, complete with prompts, templates, and step-by-step guides.

Industry insights from interviews with communications leaders who are implementing and using AI, not just talking about it.

Transparent experimentation: I'm building AI tools for specific communications use cases and sharing the entire process, including what goes wrong.

My Approach

Practical over theoretical: If it doesn't save time, improve results, or solve a real communications challenge, it doesn't make the newsletter.

Honest over promotional: I'm not selling AI tools, I'm evaluating them. If something doesn't work, you'll hear about it.

Applied over abstract. Every insight comes from real implementation with actual organisations, not thought experiments.

Communications-focused. This isn't general AI content with a communications angle, it's written specifically for people who understand the unique challenges of corporate communications, crisis management, stakeholder engagement, and brand reputation.

Beyond the Newsletter

Applied Comms AI is powered by Faur, my communications collective that helps organisations implement AI in their communications strategies.

If you're interested in:

  • AI implementation workshops for your communications team
  • Strategic consultation on AI adoption in corporate communications
  • Custom AI tool development for specific communications challenges
  • Training programs for communications professionals

Get in touch: michael@faur.site

A Personal Note

I'll be honest and often brutally frank, not least in admitting that I don’t have all the answers about AI in communications. The field is moving too fast for anyone to claim expertise in everything.

What I do have is experience implementing these tools with real organisations, the willingness to experiment transparently, and a communications background that helps me focus on what matters for our industry.

I'm learning alongside you, and I'm committed to sharing both the successes and the failures. Because in a space this new, the failures are often more valuable than the wins.

Connect

Currently based: South Queensferry, Scotland

Working with: Organisations across the UK, Europe, and North America

Applied Comms AI is powered by Faur: we help communications leaders navigate and implement artificial intelligence in their work.