Barbara Roos

Barbara Roos is the founder and principal of Trailhead Communications, a consultancy focused on the human side of AI adoption. She works with business leaders, marketing and communications teams, and technology organizations to help them navigate the cultural, leadership, and communication challenges that come with adopting new technologies. Her work focuses on aligning leadership vision, building trust during periods of rapid change, and helping organizations integrate AI in ways that strengthen—not undermine—credibility and human judgment.

Before launching Trailhead Communications, Barbara spent more than two decades at Intel, where she led strategic communications, customer storytelling, and large-scale change initiatives across the company’s global sales and marketing organization. She played a key role in a multi-year enterprise sales transformation that impacted more than 2,500 employees worldwide, helping drive adoption of new tools, data practices, and AI-enabled workflows. Her work often sits at the intersection of technology, leadership behavior, and organizational culture.

Barbara writes and speaks about AI adoption, trust in communication, and the evolving role of human expertise in an AI-augmented workplace. She is particularly interested in how organizations move beyond pilot projects to successfully scale new technologies across teams and cultures.

Based in the Pacific Northwest, Barbara enjoys hiking, exploring the outdoors, and applying the lessons of trail navigation—clarity of direction, good wayfinding, and trust in the team—to the complex terrain of organizational change.

Barbara Roos will join us as a delegate at AI Field Day 8 on May 13, 2026!