From Strategy To Trust: New Avenues Of Expression For Corporate Communication In Age Of AI
Shobnom Zarin Chatona serves as a Corporate Communications Manager focused on building trust and visibility for AI companies like Go Fintech and APP AI Pty Ltd. Her work emphasizes strategic, ethical, and global communication initiatives that go beyond traditional PR.
Starting January 2025, Chatona took on the challenge of positioning Singapore-based fintech and AI firm Go Fintech as a trusted name in the fintech sector. She aimed to increase international visibility for the company’s founder engineers, aligning their growth story with expansion across global markets.
Within six months, her communication strategy yielded media coverage in major outlets such as Khaleej Times, Gulf News, MSN, Zee News, and Outlook India. Campaigns under her lead highlighted Go Fintech’s milestone of achieving US$15 million in the Middle East and positioned the founders as thought leaders in fintech and AI.
"It is about building trust," Chatona explains. "Publicity alone isn’t the goal. In fintech and AI, credibility forms the foundation for growth. Regulators, investors, journalists, and the public need clear insight into where a company stands."
Her approach extends beyond media relations to tackle sensitive topics such as AI ethics and corporate social responsibility. She integrates narratives around women's leadership in technology, emphasizing strategy, authenticity, and social responsibility to meet the expectations of diverse global stakeholders.
Expansion Into The Australian Market
To support Go Fintech’s expansion, Chatona conducted field visits to Sydney and Melbourne, where she engaged with startups and mapped the local innovation ecosystem. Her detailed reports provided the company with insights into Australia's competitive fintech environment and regulatory landscape.
"These visits gave me a deep understanding of the innovation landscape in Australia," she says. "This insight allows me to adapt Go Fintech’s communication plan for a highly regulated and competitive market."
New Chapter At APP AI Pty Ltd
In July 2025, Chatona transitioned to APP AI Pty Ltd, a leading AI solutions company in Australia. She took on the role of Corporate Communications Manager with a clear mission: build bridges between complex AI innovations and public perception.
"The future is AI, and communication cannot be left behind in this transformation," she notes. "At APP AI, I am focused on developing narratives that build trust and confidence in tomorrow’s technology."
Her work includes redeveloping communication strategies, setting media calendars, modernizing crisis communication protocols, and launching executive visibility programs. These initiatives aim to strengthen APP AI’s public voice both in Australia and across the Asia Pacific.
Chatona’s comprehensive communication approach covers executive messaging, investor relations, media sentiment management, and compliance with Australian regulations. She also leads targeted outreach to financial journalists and industry analysts to boost APP AI’s profile in a competitive fintech market.
Industry Recognition
Industry experts recognize Chatona as a professional who unites corporate strategy with public perception. A fintech analyst noted, "Her work is a reminder that communication can be as crucial as technology in international expansion."
Go Fintech acknowledged her contributions in August 2025, crediting her with enhancing the company’s global reputation and laying groundwork for entry into Australia.
Looking Ahead
Increasing regulation and scrutiny create a fertile environment for corporate communication to emphasize strategy and trust-building. APP AI’s communication model points to a future where storytelling is not just about messaging but about fostering genuine confidence in emerging technologies.
Chatona sums up her formula for success: credibility, vision, and trust—bound together by AI and corporate reputation.
Reflecting on her move to Australia, she says, "For me, Australia isn’t just a workplace—it’s a land of opportunity. Communication acts as a bridge between business and society. Here, that bridge represents innovation, trust, and values, which I strive to build every day."
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