Chad Latz

Chad Latz is Burson’s Chief Innovation Officer. He identifies technology innovations that inspire

new opportunities for engagement between stakeholders and brands. In his role, Chad is

responsible for leading a team of AI-focused practitioners and partners across data, technology,

and academia. At the firm he guides both AI product development and transformation.

In 2016, Chad was recognized as one of the industry's 25 Most Innovative Professionals by

PRovoke Media (formerly The Holmes Report) and, in 2017, he was named among the top 50

most powerful and influential communications professionals globally in the PRWeek Power

Book 50.

In 2017, Chad articulated the agency’s first AI strategy, leading to award-winning work in 2018

and 2019. This gave the business a lead on maximizing the opportunity following the generative

AI explosion. In July 2023, Chad led the development and launch of Burson Decipher powered

by Limbik, a revolutionary platform and consulting solution employing cognitive AI to power

communications strategy across reputation management, consumer marketing and healthcare

by forecasting what audiences will believe and engage with. In 2024, Chad was named to

PRWeek’s “Dashboard 25: AI Edition,” recognizing individuals shaping the most game-changing

technologies in the PR sector and then again in 2025. This year he led the team that developed

and launched the agency’s latest innovation, Reputation Capital, a data and AI-powered

platform that quantifies the value of reputation.

A leadership voice and spokesperson in marketing and communications, Chad is frequently

published in top industry outlets, is a keynote speaker and expert commentator. He was recently

a featured expert on Generative AI and deepfakes in PRWeek, and on AI and misinformation in

Axios Communicators. In 2023, Chad has presented at Oxford University Generative AI Summit

and was the keynote at the 2024 Fierce Pharma PR & Communications Summit.

Potter, woodworker, avid cook and technology guru, Chad is truly a Renaissance man for the

digital age. Having launched his career with a BFA degree in Visual Design, Chad transitioned

into the world of integrated marketing and communications by allowing his creative pursuits

outside of the office to inform his actions at work.