In this episode of The HSE Edge Podcast, Iskander El Amri sits down with Aleksey Ryabinok, 🌍 EGSC EHS Director Eastern Europe at Japan Tobacco International, based in Belgrade.With over 20 years of global EHS leadership, Aleksey has transformed safety culture across 40+ sites worldwide. From launching the “WeSafe” program to leading global audits, ISO certifications, and innovative AI-powered risk reduction pilots, he brings unmatched expertise in safety culture transformation, behavioral change, and technology adoption.Key themes in this episode:Why “absence of incidents ≠presence of safety”The role of AI in shifting from reactive to proactive preventionLessons from launching a global internal safety advertising campaignHow leadership, trust, and communication shape sustainable safety culturesAdvice for EHS leaders who feel overwhelmed by AIThis is a deep dive into the future of safety leadership with one of the most forward-thinking voices in the field.