The study reveals that a third of the communication departments surveyed have already completed an experimental phase and are now utilising generative artificial intelligence (GenAI) on a systematic basis. GenAI tools are being used especially frequently for text creation and editing, while image generators are also increasingly being called upon. In addition, AI supports the entire value chain in the communication space, ranging from initial analysis and research activities to strategy design and the development of specific measures. Many companies are developing their own solutions in order to protect their data and optimally link their brand worlds with AI results.

Generative AI offers a great deal of potential
The expert interviews reveal that the opportunities and potential offered by generative AI are considerable, in particular with respect to efficiency and productivity gains as well as cost savings. The time gained could be used to develop creative solutions, establish better targeting or make quality improvements – provided that the resources freed up are actually used for these purposes and not simply saved.

However, the study also provides a broader insight into the level of digitisation in Switzerland’s communication departments. “What is especially striking in this year's study is that the CCOs tend to rate the degree of transformation within their communication departments as being less marked than was the case in the previous two surveys – presumably as a result of the rapid developments taking place in the field of AI technologies,” says the research team. The team also states that this result once again points to the fact that the digital transformation is not a classic change process with a defined beginning and end, but rather a continuous process that organisations and their communication departments have to face up to. 

The study was undertaken by a research team from the ZHAW's Institute of Applied Media Studies and headed up by Nicole Rosenberger, Professor for Organisational Communication and Management, during the first half of 2024. The data set comprises an online survey of 115 chief communications officers (CCOs) in Switzerland as well as 15 in-depth interviews with CCOs, communication consultants and experts from the realms of law and ethics. 

About the ZHAW trend study
The “Communication in the digital transformation” research project of the ZHAW's Institute of Applied Media Studies has been investigating the development status and needs of corporate communication in the digital transformation every two years since 2018. The 2024 trend study focusses on generative AI and its use in the area of corporate communication.

To the “Communication in the digital transformation – trend study Switzerland 2024” (in German)

Download trend study(PDF 1,7 MB)

Contact:
Markus Niederhäuser
ZHAW School of Applied Linguistics
Institute of Applied Media Studies
Theaterstrasse 15c
8400 Winterthur
+41 (0) 58 934 77 53
markus.niederhaeuser@zhaw.ch