Artificial Intelligence Requires Digital Competence
Few buzzwords are currently shaping businesses as much as artificial intelligence. No strategy paper, no industry event, no LinkedIn post seems complete without it. But despite all the justified curiosity about its potential, those who want to implement AI without having a solid digital foundation are essentially building the roof before laying the groundwork
The Basics Are Missing – and Being Ignored
The numbers from the CommTech Index Report 2024/2025 speak for themselves: While CRM systems, process automation, and collaboration tools are losing relevance, investments in AI are skyrocketing – even though these very systems are essential prerequisites for functioning AI applications. This imbalance becomes especially clear when looking at the state of digitalisation itself: In 2023, 12% of large communications departments reported having fully digitalised their core processes. In 2024, that figure dropped to just 1%. The digitalisation wave has stalled – yet AI has been declared a top priority.
No System, No Impact
AI doesn’t work in isolation. It only unfolds its potential when data is structured, processes are clearly defined, and employees are equipped to use technology responsibly. This is precisely where the gaps lie: According to the report, a lack of competencies and missing system integration are among the biggest obstacles. The will is there – but often not the necessary conditions.
Change Starts Within
“Digitalisation also requires a cultural shift,” noted Dr Jan Müller, Head Group Communications at Swiss Re, during the presentation of the CommTech Index Report. Clarissa Haller, Senior Partner at Dynamics Group, added at the event: “No data initiative should be launched without accompanying change management.” In our branding processes, where digitalisation always plays a key role, we repeatedly observe that companies are quick to think in terms of tools – and hesitant when it comes to culture. But anyone seeking to digitalise communication design must undergo transformation themselves: structurally, technologically, strategically – and above all, culturally. Change cannot be delegated to systems. It begins at the heart of the organisation.
Step by Step Instead of Leap Ahead
Technology is no substitute for clarity. AI can do great things – but only when embedded in a stable framework. That includes clear goals, well-defined processes, strong competencies, and a culture that is open to learning. Those who invest here will be able to deploy artificial intelligence intelligently.