Featuring insights from Alisa Vossen, CEO of 522 Productions
Part of Kaptivate's Pivot & Thrive Series
In this edition of our Pivot & Thrive Campaign series, we sat down with Alisa Vossen, CEO of 522 Productions, to explore how brands can build authentic communication strategies in a world reshaped by rapid change and accelerated by AI.
“Make shift happen,” and at 522 Productions, it’s more than a tagline. It’s a mindset. As businesses look ahead to 2025, Alisa notes that “every company is pivoting right now.” But from Alia’s point of view, pivoting isn’t just about adopting new tools or technologies. It’s about fostering authentic, human-centered communication in a time when AI is transforming everything.
One of the biggest challenges for businesses right now is external communication. Alisa explains that companies are scrambling to break through the digital noise, struggling to “navigate trust and authenticity in an AI-driven world”. Some organizations dove headfirst into using AI, while others are still hesitant. But across the board, organizations are navigating multichannel communications and to truly understand their audiences.
One of the most common mistakes Alisa encounters is when organizations treat every platform the same, using the same message across multiple channels such as Facebook, Instagram, and LinkedIn. However, she cautions that each communication channel has a different personality and so do its audiences. If you want people to trust your brand, you have to speak their language.
Her advice? “Embrace each audience differently.” Building trust and authenticity requires personalized communication, even if it takes more time and effort. As she puts it, “The payoff is gonna be a lot stronger for your brand in the end.”
As brands work to personalize their messaging, many are turning to AI for assistance. And while AI won’t solve every challenge, Alisa sees it as a powerful strategic sidekick. From generating platform-specific content to measuring performance, AI can help organizations plan smarter and move faster. “AI helps you build a better plan and focus on micro-wins, weekly and monthly learnings that accumulate into real momentum,” she explains.
But she’s also clear about the risks and although AI brings speed, it can also open the door to misinformation, deepfakes, and blurred lines between what’s real and what’s generated. That’s why privacy and cybersecurity must be part of any content strategy from the start.
At the core, what sets successful brands apart isn’t the technology, it’s the people behind it. AI should make your work more efficient, but it can’t replace genuine, human-centered storytelling. As Alisa puts it, “AI makes it affordable, but it doesn’t make it accurate.” The brands that are able to thrive won’t be the ones automating their voice, they are the ones that use AI to amplify their message with clarity, consistency, and heart.
In a world flooded with content, Alisa sees video as one of the most effective tools for modern brands. “Video is going to be your key resource to really break through and build trust and authenticity with your audience,” she explains. It’s not just about telling people who you are, it’s about showing them.
By making your brand’s work visible and tangible, video can reinforce brand validation and authenticity, something no bullet point list or static page can replicate. It helps audiences connect with your brand clearly and authentically.
Reflecting on past economic downturns, Alisa noted that while today’s environment echoes familiar pressures, it also presents new challenges, such as budget cuts and contract reductions. What’s changed, she explained, is that organizations “'no longer need a massive budget to build communication and brand.”
“Strategy is definitely going to be a piece of the pie where we want to spend time and money,” Alisa explained, “but there’s ways for us to build tools, products, and video content that are very affordable and can stay relevant over the course of time.” What happens often is that marketing is the first thing businesses cut when times get tough. But Alisa cautioned, “There’s only so many sales calls you can make in a day.” In a world flooded with AI-generated outreach, it’s the human-centered content that builds real trust.
Change can be uncomfortable but it’s also an opportunity for growth. For Alisa, success isn’t just about having the right tools or tactics, it’s about making a conscious choice to adapt with intention. In today's world, defined by constant change, the brands that thrive aren’t the ones that resist, they are the ones that lead through it. That, Alisa reminds us, is the true pivot and the reason they’re able to thrive.
Kaptivate remains committed to helping brands navigate uncertain times and challenges, successfully pivot, and be able to thrive in the future. Are you interested in learning more on how we can help your organization pivot and thrive? Connect with us today!