The new role reflects a deliberate, practical approach to AI in public affairs

Recognizing the growing role of artificial intelligence in the public affairs industry, The Herald Group has named Colin Hensel Senior Director of Digital and AI Innovation and Analytics to help lead the firm’s strategic evaluation and application of emerging digital tools.

The public affairs industry is entering a period of rapid change, with new tools influencing everything from research and analysis to communications and measurement. The Herald Group is taking a deliberate, strategic approach to this shift, prioritizing practical application over novelty and ensuring innovation strengthens — rather than replaces — sound judgment and trusted relationships.

In his new role, Hensel will lead the firm’s efforts to assess emerging digital and AI tools, with a particular focus on how analytics and data-driven approaches can enhance efficiency, insight, and the quality of client deliverables across the public affairs landscape. His work will include evaluating and testing new technologies, developing firmwide best practices for data and AI use, and helping teams apply innovation in ways that align with client needs and real-world policy environments.

“AI is already changing how public affairs work is done, but its real value depends on how thoughtfully it’s applied,” said Managing Partner Matt Well. “This role reflects our commitment to actively leveraging new tools and integrating them where they strengthen our work for clients — while keeping strategic judgment, expertise, and relationships at the center of effective public affairs.”

By proactively evaluating and integrating new technologies, the firm aims to stay ahead of industry change and ensure both internal teams and clients are prepared for how public affairs will continue to evolve.

“AI presents a meaningful opportunity to help define the future of public affairs,” Hensel said. “As these tools evolve, we will actively apply them where they deliver real value for our clients—while keeping strategic judgment, expertise, and relationships at the center of our client service.”

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AI is already changing how public affairs work is done, but its real value depends on how thoughtfully it’s applied.