Description

Artificial intelligence (AI) is rapidly transforming how school districts connect with their communities. This session will explore practical ways communications professionals can leverage AI to enhance social media engagement, streamline workflows, and tell stronger stories. From generating captions and graphics to improving accessibility through translation and captioning tools, AI offers powerful opportunities to expand reach and save time. Attendees will learn how to integrate AI into existing social media strategies, boost audience interaction, and elevate district storytelling while maintaining authenticity and trust. Real-world examples from Santa Ana Unified School District, where AI has become a key driver in communications, will demonstrate how districts of any size can adopt these tools effectively and responsibly. Participants will walk away with a toolkit of AI applications, prompt frameworks, and best practices to immediately implement in their own organizations. 

About the Presenter: Fermin Leal serves as Chief Communications and Community Relations Officer for the Santa Ana Unified School District, one of California’s largest urban districts. Since 2020, he has led the Communications, Community Relations, and Educational Broadcast Services teams, driving innovative strategies in storytelling, crisis communications, and community engagement. A strong advocate for integrating artificial intelligence (AI) into school communications, he has advanced SAUSD’s ability to share impactful stories and connect with its diverse community. Fermin has previously spent 17 years as a print journalist in Southern California. He holds a bachelor’s degree from California State University, Fullerton, and a master’s degree from the University of Southern California.