From Decarbonization to AI: Kateryna Ivanus on the Future Trends That Will Define Energy Communications

22.08.2025

The energy industry is on the verge of tectonic shifts, where decarbonization, digitalization, hydrogen, and artificial intelligence are becoming not just trends, but a new reality. Each of these areas brings with it not only technological but also complex communication challenges. Kateryna Ivanus, founder of the agency Kateryna Ivanus PR & media consulting, spoke about how companies can talk about the future clearly, transparently, and effectively during the final lecture of the “Communications and Interaction in Energy” course by Energy Club.

The expert emphasized that communication professionals will have to become translators of these complex global processes for society, investors, and consumers.

Decarbonization — A Marathon, Not a Sprint

The first and main trend, according to the speaker, is decarbonization. It requires companies to move from “greenwashing” to honest and transparent communication about long-term strategies and real progress.

“Communicating decarbonization is like communicating a marathon, not a sprint. It’s not about saying once that we are ‘green.’ It’s about systematically, step by step, showing your path, your challenges, and your victories,” noted Kateryna Ivanus.

Four “Rock Stars” of the Future

The lecturer highlighted four key technological areas whose communication will become central in the coming years:

Kateryna Ivanus

• Digitalization: “The energy sector is ceasing to be just energy and is becoming an IT company,” the expert stressed. This requires communication not just about services, but about creating digital ecosystems and interacting with a new type of consumer—the “prosumer.”
• Hydrogen: Kateryna Ivanus called this area the “rock star of the future.” The main communication challenge here is to manage expectations by building a narrative of innovation without creating a “hype bubble.”
• Storage Systems and Flexibility: For the consumer, these are complex technical concepts, so the communicator’s task is to explain their value through simple and understandable benefits: reliability, stability, and energy security.
• Artificial Intelligence (AI): This tool will radically change the work of communicators, allowing for hyper-personalization of messages and analysis of vast amounts of data. “Artificial intelligence will not replace a communicator, but a communicator who uses artificial intelligence will replace one who does not,” the speaker concluded.

The lecture became a logical conclusion to the course, giving participants a strategic vision of future challenges and the tools necessary to become effective agents of change in one of the country’s most important industries.

About the course: The course “Communications and Interaction in Energy: Strategies for PR, Marketing, GR and Lobbying in Ukraine” from Energy Club is designed to enhance the communication capabilities of companies, promote their competitiveness, and support the sustainable development of Ukraine’s energy sector.