INTERVIEW WITH AUXIPRESS CEO ARNAUD STEINKUHLER ON THE BELGIAN CORP COMM SUMMIT

Don’t just Communicate, Connect!

As the CEO of Auxipress, Arnaud Steinkuhler is at the heart of the media intelligence world. His teams don’t just measure the media—they help brands and institutions navigate complex conversations, whether it’s connecting with Gen Z, adapting to the digital shift, or harnessing AI. With fresh challenges emerging daily, we sat down with Arnaud to get his take on the state of corporate communications today and where it’s headed.

 

Inclusive and authentic conversations

 

From your perspective, what challenges and opportunities are shaping the field the most today?

Arnaud: Thanks for having me. The landscape is indeed shifting fast. For starters, Gen Z has brought a profound shift in expectations—they’re vocal, value-driven, and demand more transparency from brands than ever before. To engage with them, it’s essential for companies to be authentic and to actively demonstrate shared values, rather than simply advertising products or services.

Polarization is another significant challenge. We live in an era where public opinion is often sharply divided, which means that brands need to be incredibly mindful of how they communicate, both in terms of tone and message. On the flip side, this creates an opportunity for brands to stand out by embracing thoughtful, inclusive messaging that resonates across audience segments.

And then there’s AI, which is transforming communications strategies by providing brands with new ways to gather insights, predict trends, and engage with audiences. But leveraging AI responsibly is key—it should be used to enrich the human side of communication, not replace it.

 

Gen Z is often noted for holding brands to high standards of authenticity and purpose. How do you think companies can authentically connect with such a value-driven generation?

That’s a great question. Like other generations today, Gen Z sees right through superficial messaging, but they’re quick to call out anything that feels insincere, which creates the need to monitor reactions even more closely to prevent unexpected side effects.

For brands, this means that the word and the deed should go hand in hand. For leading communication professionals, it means that they really need to play a strategic role within the company – if they aren’t already. The top management does not always see or anticipate such backlash yet. We see the most success when brands are transparent, whether that’s about their products, values, or even their missteps. This remains a challenge, as most people in the C Suite do not have transparency in their DNA.

Gen Z appreciates honesty, so when companies openly address issues or share the ‘why’ behind their choices, they build trust and loyalty. In a sense, it’s less about ‘marketing’ to Gen Z and more about having a genuine dialogue.

It’s fascinating to watch. Ten years ago, corporate values were often about profitability and efficiency. Now, we’re seeing values like inclusivity, sustainability, and social responsibility move front and center. This shift is largely driven by Gen Z, who expect brands to stand for something more than just their bottom line. Brands are starting to understand that aligning with these values isn’t just about appealing to Gen Z—it’s essential for future-proofing their brand.

 

Increasing polarization is a significant challenge as well. Can you share an example where a brand handled a polarized issue well—or missed the mark?

Certainly. A recent example involves Bernard Arnault, who received a ‘Gold Medal’ from animal rights organization PETA for the use of animal skins by LVMH, a sponsor of the 2024 Olympic Games in Paris. There was also Nike’s ‘Grind’ initiative, supposedly launched to collect and recycle worn shoes in an Antwerp factory. Investigative journalists found out that instead, the shoes, some of them as good as new, were simply being shredded.

But brands can get it right too. A few years ago, Nike decided to make Colin Kaepernick the face of a new ‘Just do it’ campaign. Sales first took a hit, because Kaepernick’s position in the Black Lives Matter movement was divisive. But as millennials identified with the cause, sales reached a record high.

 

Do you think brands fully understand AI’s potential, or is there still a lot of untapped territory?

I think we’re still in the early stages of tapping into AI’s full potential. Many brands understand its basic uses—automating responses, analyzing data, and even generating content. But we’re only just beginning to see the impact AI can have on refining and predicting audience engagement, especially when combined with Media Intelligence.

One area where AI shines is in real-time analysis, allowing brands to pick up on emerging trends or shifts in sentiment almost as they happen. This helps communicators not just to react but to respond, and to adapt proactively. Imagine a brand noticing a spike in interest around a particular cause or issue—AI can help identify that trend before it’s obvious to everyone else, giving the brand an opportunity to connect meaningfully and even lead the conversation.

In a divided world, unite

 

That real-time responsiveness sounds essential, especially in today’s polarized climate. How should brands approach communication in such a divisive atmosphere?

Today, a single message can provoke strong reactions from different segments of an audience, which is why it’s crucial to understand the context of the entire conversation. Brands need to go deeper than surface-level metrics; they need to analyze sentiment, identify which topics or phrases may be sensitive, and understand how various segments of their audience may interpret their message.

One effective approach is to actively listen to a diversity of voices and perspectives within your audience. By understanding how different groups respond to certain issues, brands can craft messages that are considerate and unifying rather than divisive. This can transform communications from a potential risk into an opportunity to build trust.

 

How does Auxipress help brands achieve that kind of deeper understanding of their audience?

Our goal at Auxipress is to be a partner that helps brands see beyond individual touchpoints and understand the broader narrative that surrounds them. We aim to be a thought partner, not just a service provider, by offering insights that help brands make informed, meaningful choices.

Through our platform, Universal Insights, we empower brands to access a comprehensive, 360° view of their media presence—this includes traditional media, social channels, and even the conversations happening in real time across platforms. We bring media monitoring, social listening, and strategic analysis together, giving brands a unified and timely perspective. This is essential for today’s communicators, who need a constant, reliable view of their reputation and the ability to engage dynamically.

 

Looking ahead, what excites you most about the future of corporate communications? Any trends you’re especially watching?
I’m curious to see how brands continue to navigate this space between technology and human connection. The most successful brands will be those that harness tools like AI while staying true to their values and engaging authentically with audiences. It’s an exciting time because every day, there’s potential to connect more deeply and meaningfully. And as for trends, I think we’re just scratching the surface on how data can drive creativity in ways that feel more personal to each audience. The future is about balancing innovation with authenticity—that’s what I’m looking forward to.