I’m Elfie Schürfeld-Todor, a communications strategist and writer. I explore how AI is changing communication, visibility and reputation, and what that means for people, brands and society.
From strategy to practice
Strategy rarely fails because of the strategy itself. It fails because nobody translates it. Into structures that teams can actually put into practice. Into priorities that fit reality. Into language that makes it beyond the workshop.
I have worked at this intersection for more than 15 years, initially for brands and later also in political communications. Since 2021, I have been exploring AI in depth through hands-on work. I test what the tools can do, where they reach their limits and how they change the way we see the world.
Working with AI, exploring its possibilities
I started with Midjourney. ChatGPT, Claude, ElevenLabs and Suno followed, and later Seedance, Nano Banana and Perplexity. I work with images, text, audio and video, exploring what I can create with them.
I use Claude and ChatGPT to work on my projects and set up automations. AI is both a subject of my writing and part of my daily practice. That practical work provides the experiences and questions I write about.
AI, communication and society
On 11iE, I write about findability, reputation and personal brands in the age of AI. About the models that select sources, interpret information and help prepare decisions. And about the people whose public image emerges from that process.
The essays also explore human and artificial thought, our everyday interactions with AI, and questions of power, limits and regulation. They draw on practice, theory and observation, always with a point of view of my own.
Read all essays →
Look up terms in the glossary →
Art and AI
I work as an artist under the name Euphemia Stokefield. I bring classical imagery, mythology and fantasy together with digital tools and AI, creating visual worlds that explore identity, transformation and perception.
I use Midjourney, ElevenLabs, Suno, Seedance and Nano Banana for my art project.
What I examine in essays on 11iE, I also explore through art: the interplay between human imagination and artificial intelligence.
To learn more about my “Three Worlds” and my artistic work, visit Euphemia Stokefield.
Discover Euphemia Stokefield →
My background
I grew up in Berlin, lived in Aveiro, Portugal, for five years and currently live in Hamburg.
Brand communications. I led the cross-media division at RTL Radiovermarktung. I then worked independently for nine years on strategies and campaigns for a range of brands.
Political communications. Local political office, work at state level and international political projects have broadened my perspective. Questions of positioning, public discourse and impact run through this work as well.
Academic foundation. My bachelor’s thesis, The Human as Brand Name. A Survey on the Transferability of Brand Name to Humans (graded 1.3 in the German system), is a starting point for my work on personal brands, authenticity, reputation and political personalisation.
Stay in touch
On LinkedIn, I regularly contribute to current debates. On 11iE, there is space to explore ideas at greater length.