Approaching AI with Intention with Shani Gwin
April 1, 2026
Shani Gwin, founder and Chief Executive Officer of Pipikwan Pêhtâkwan, an Indigenous-owned public relations and engagement agency, presented Approaching AI with Intention. She discussed how publishing professionals can approach AI with intention and bring their values to the table as the world adapts to AI. Topics included understanding AI and its applications, the benefits and risks of AI for small and medium businesses, respectful considerations for AI use, and real-world examples.
Shani Gwin is the founder and CEO of pipikwan pêhtâkwan and wâsikan kisewâtisiwin, and host of the podcast Settle Down. A sixth-generation Métis woman, she is a member of the Cunningham Clan on her mother's side and a descendant of the Michel Band and Ferguson Clan on her father's side. As CEO, she upholds the company's vision, ensures projects are accountable to the community, and ensures agency initiatives align with its values. She has built one of Turtle Island's leading Indigenous-owned, -led, and majority-staffed communications and engagement agencies and is now creating an AI company led and informed by Indigenous Peoples. She provides strategic guidance on decolonization, reconciliation, artificial intelligence, issues management, and public relations, and is committed to uplifting underrepresented peoples, including Indigenous women, youth, and the LGBTQ2S+ community, so that they hold equal spots in society.
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The lands we live on connect us to the stories of our past and those that will be told in the future-the stories upon which our profession is based. These lands sustain and nourish us, and our relationships with each other help us thrive. The Indigenous Editors Association gives thanks to the the xʷməθkʷəy̓əm, Sḵwx̱wú7mesh, and səlilwətaɬ Peoples who continue to steward the lands on which our head office is located, in Vancouver, BC. It is in this spirit of gratitude that we carry out our work as Indigenous members of the publishing community.
