AI in corporate communications: from hype to real added value

Challenges in the implementation of AI

As promising as AI is for corporate communications, its introduction brings with it numerous challenges. One of the biggest hurdles is to use the technology in a targeted and strategic way rather than just testing it selectively. Many companies are already experimenting with generative AI, but the transition to systematic use is proving difficult: according to the ZHAW Trend Study Switzerland 2024, 61 per cent of communication departments have so far used AI on a trial basis, while only 33 per cent are pursuing a broader application. Nevertheless, only 6 per cent have completely abandoned the use of GenAI.

 

A key problem is quality assurance: without the appropriate domain knowledge and human control, there is a risk that AI-generated content will appear generic or not match the brand identity. At the same time, data protection and ethical issues raise major uncertainties. According to a study by the Federal Statistical Office (2023), a lack of knowledge (72%), an unclear legal framework (51%) and data protection concerns (48%) are the most common reasons why companies are not yet making extensive use of AI.

 

In discussions with customers and in our webinars, we also repeatedly hear from participants that many companies are struggling to take the next step. Although initial AI tools have been tested, there is often a lack of a clear strategy and prioritisation of use cases. Integration into existing processes is particularly challenging.

 

Our recommendation is therefore: companies that want to implement AI in a targeted manner should start with a structured approach. Identifying relevant use cases, training employees and continuous optimisation are essential in order to exploit the full potential of AI.

RYZE Digital: using AI in a targeted manner

In order to overcome these challenges and move from the experimental phase to sustainable use, a well thought-out roadmap is required. This is exactly where RYZE Digital comes in: With a structured three-phase approach, we support companies in integrating AI into their communication processes in a targeted and profitable way.

 

• Phase 1: Deriving AI solutions - The first step is to identify the right use cases. Through interviews, analyses and workshops, we develop a customised roadmap that shows where AI offers the greatest added value.
  
• Phase 2: Incorporating AI - After prioritisation comes implementation: we help companies to introduce the right tools and processes, train employees and establish governance structures so that AI can be used sensibly in the long term.
  

• Phase 3: Boosting AI - AI is not a one-off project, but an ongoing optimisation process. Through regular testing and performance checks as well as feedback loops, we ensure that existing AI solutions are constantly improved and scaled.

With this approach, we enable companies to view AI not just as an experiment, but as a genuine business driver that increases efficiency, drives innovation and creates sustainable added value.

Best practices: How to use AI successfully

For AI to realise its strengths, it takes more than just the right use of technology: successful companies use AI in a targeted and prudent manner and rely on three proven principles, among others:

• Targeted automation: Artificial intelligence is not the ideal solution for every task. Its greatest added value lies in the automation of recurring, resource-intensive editorial processes and in the data-based decision-making and analysis of content. Creative, strategic and communication-sensitive tasks should continue to be managed by humans.
  
• Clear quality standards: Even if AI makes content creation easier, the final responsibility remains with humans. Companies should therefore establish mechanisms for quality assurance - from content review to compliance with brand communication.
  
• Change management as a success factor: The introduction of AI not only requires new tools, but also a rethink of processes and working methods. Successful change management means involving employees at an early stage, providing them with targeted training, imparting skills and creating a corporate culture in which AI is understood and used as a valuable tool. Those who invest in targeted training and develop clear guidelines for the use of AI ensure that technological advances can also be utilised in practice.

Conclusion: AI as a tool, not a replacement

Artificial intelligence is not a sure-fire success, but when used correctly it is a real game changer for corporate communications. It increases efficiency, enables data-based decisions and creates new forms of interaction - but does not replace human creativity. Rather, its strength lies in relieving teams and giving them more room for strategic and creative tasks.

 

Companies that not only use AI experimentally but also embed it strategically will secure a clear advantage. It's all about the right mix: intelligent automation, human control and well thought-out integration into existing processes. Those who find this balance will benefit in the long term from more efficient workflows, a more precise approach to target groups and a communication approach that continues to evolve dynamically.

 

With RYZE Digital at your side, AI is transformed from an abstract possibility into a real success factor. Let's seize the opportunities together - with a clear plan, practical solutions and a sustainable approach for your corporate communications.