Observed Signal · Oct 11, 2026 · Research Study · Source: persoenlich.com News · Impact: 1/5 · Sentiment: Neutral
AI Chatbot Phrases Increasing in Swiss Media
A linguistic analysis by ZHAW researcher Julia Krasselt, featured in NZZ am Sonntag, reveals that Swiss German media have increasingly adopted phrases typical of AI text generators since the launch of ChatGPT. Words like 'Herzstück' now appear twice as often, and constructions like 'keine …, sondern …' have significantly increased. However, other typical Chattisms like 'zusammenfassend' did not significantly rise. Krasselt notes that the statistics do not prove articles were machine-written, as journalists might unconsciously adopt these patterns through exposure to AI.
The study highlights the subtle influence of AI on media language, which is relevant for understanding AI adoption in journalism, but it is not a major industry shift.
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Key Takeaways & Evidence Grounding
- ZHAW linguist Julia Krasselt compared media texts before and after ChatGPT's launch.
- The use of 'Herzstück' has doubled in Swiss German media since ChatGPT.
- Constructions like 'keine …, sondern …' have significantly increased.
- The study was featured in NZZ am Sonntag.
- Krasselt says the statistics do not prove AI-written articles.
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Swiss Media Chatbots Seek Their Place
Swiss media companies are experimenting with audience-facing chatbots, but user engagement is uncertain, leading to mixed outcomes. Blick discontinued its 'Frag Blick' chatbot, developed with Google, due to low user interest, and shifted to personalized recommendations. Earlier, its 'Blicki' newsbot was also retired. However, Beobachter maintains a legal chatbot answering around 4,000 questions monthly. NZZ launched 'FragNZZ' in October 2026, answering questions based on its articles since 2018, targeted at higher-tier subscribers. The chatbot is positioned as a guide through the archive rather than a conversational partner. SRF, CH Media, and Tamedia are observing and testing, with Tamedia noting that user interaction is mostly through suggested questions, not self-formulated ones. Media chatbots face competition from general AI assistants like ChatGPT, which often cite media content without permission, leading to contrasting strategies: Blick allows external AIs, while NZZ blocks them.
Study: AI Writes as Convincingly as Journalists
A University of Zurich study found that, without knowing the origin, readers rated AI-assisted or fully AI-generated news excerpts about Swiss politics essentially the same as journalist-written versions on credibility, readability and professional quality. The experiment (May 2024) had 599 participants from German-speaking Switzerland and compared SRF article excerpts with variants produced with AI (including ChatGPT). Results were published in Scientific Reports on 2026-07-01. Disclosure that AI was involved increased short-term curiosity to re-read but did not raise long-term willingness to consume AI-generated news. The authors note limitations: the study measured intentions not actual behaviour and disclosure occurred after initial evaluation. Other Swiss and Reuters Institute surveys still report substantial public scepticism toward AI-written texts.
AI Usage in Switzerland Doubled
The IGEM-Digimonitor 2026, published by IGEM and WEMF and based on an Intervista survey of 1,957 respondents in March–April 2026, finds that AI adoption in Switzerland doubled from 40% (2024) to 80% in 2026. Usage is highest among 15–34 year-olds (91% use occasionally, 44% daily). ChatGPT is the leading AI platform in Switzerland (reported 4.3 million users and 67% occasional usage), followed by Gemini, Copilot, Claude and Perplexity. The study also reports growing use of AI in search (77% use AI-mode in classic search engines; 57% use standalone AI platforms) and a decline in willingness to pay for digital news across demographic groups. The report documents shifting media consumption toward streaming and social platforms among younger groups.
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