Systems and stories: Enhance your storytelling with AI, content ops and systems thinking
Samantha Dawes, Communications Officer, Research
University of South Australia 🇦🇺
Is your storytelling system working? This session with Samantha Dawes from the University of South Australia explores how to connect content planning with strategy, research and impact. Learn how to blend AI tools with human creativity to create scalable, insight-led stories that make a difference.
Key takeaways
Design storytelling processes that scale
Create content systems led by university priorities
Apply an audience-centred and event-based approach.
Samantha is a Communications Officer at the University of South Australia, where she leads the creation of research-focused content that drives engagement, enhances the institution's reputation, aligns with organisational priorities, and attracts industry partnerships and students.
As a former journalist with ABC News, and having held previous marketing roles in agency, Samantha blends storytelling with system thinking – using data, AI and cross-functional collaboration to create scalable, insight-led content strategies. Her work spans research impact storytelling, digital advertising, stakeholder communications and content operations. In 2024, she led the implementation of a research marketing content strategy that systemised content generation and prioritisation, improving alignment with university needs and audience demands.