You Own What Your Agent Says

Key Takeaways

• Explain why your organization is accountable for what its AI agents say and do.
• Recognize the ways agent deployments fail, using real cases from Air Canada, Chevrolet, and others.
• Apply the Canadian rules that already govern AI agents, including privacy, anti-spam, competition, and Quebec's Law 25.
• Use the OWNED framework to set guardrails before an agent goes live.
• Draw the line between what an agent can decide on its own and what requires a human.
• Build disclosure habits that protect trust instead of eroding it.

Kevin FloetherMCM, MCPRS, APR, CM
Director, Marketing & Communications – CBV Institute

A strategic communications and marketing leader who works at the intersection of data, storytelling, and digital transformation. With deep expertise in strategic planning, brand management, content and channel strategy, and the responsible adoption of generative AI, Kevin brings a research-driven, collaborative approach to helping organizations navigate complexity, change, and trust in a digital-first world. He currently serves as Director of Marketing and Communications at the Chartered Business Valuators Institute (CBV Institute), where he leads strategic initiatives that elevate brand reputation and stakeholder engagement across the business valuation sector.

Kevin’s professional journey is marked by intellectual curiosity and bold pivots. Before entering marketing and communications, he spent three years as Director of Coffee at a specialty coffee roaster in Montreal, managing everything from green coffee sourcing to roast profile design. His transition proved defining, as he went on to earn a Master of Communications Management from McMaster University, where his thesis on digital trust in influencer marketing received the Grossman Group Master’s Thesis of the Year Award from the Institute for Public Relations (IPR) in 2025, the field’s leading international recognition for graduate research across North America.

Kevin is actively engaged in the broader marketing and communications community. He serves on the Canadian Marketing Association’s Artificial Intelligence Committee, sits on the Board of Directors of the Canadian Public Relations Society (CPRS) – Hamilton chapter as Treasurer, and teaches as a Teaching Assistant in McMaster University’s MCM graduate program. He writes on Substack about trust, technology, and authenticity in an era shaped by platforms, algorithms, and AI, and regularly presents his research at international conferences in public relations.

When he’s not helping organizations tell better stories or exploring how AI is reshaping marketing and communication, you can find him chasing the perfect drip coffee, exercising, or writing about the ideas that keep him up at night.

Areas of Expertise

• Strategic Communications and Marketing Strategy
• Generative AI Adoption and Digital Transformation
• Brand Management and Positioning
• Content and Channel Strategy
• Digital Trust and Influencer Marketing Research
• Stakeholder Engagement and Executive Communications
• Marketing Education and Professional Development
• Data-Driven Storytelling and Analytics
• Public Relations and Reputation Management
• Strategic Planning and Business Development
• And more…

Sample Media & Accolades

Awards
Grossman Group Master’s Thesis of the Year Award – Institute for Public Relations (IPR), 2025

Videos
CMA NXT Feature
McMaster Master’s Degree Thesis Defence

Connect
Kevin Floether | LinkedIn