Observed Signal · Aug 26, 2026 · Study Publication · Source: persoenlich.com News · Impact: 2/5 · Sentiment: Negative
ZHAW study: Budgets fall despite AI use
The fifth ZHAW trend study 'Communication in Digital Transformation' finds that 99% of German-Swiss communications departments now use generative AI, mostly in systematic ways across tasks such as research, concepting, data analysis, and audio/video production. Despite rising digital maturity and broad AI adoption, around 40% of surveyed public-sector organizations and over half of private sector companies reported declining communications budgets in recent years. The study surveyed 115 chief communications officers in German-speaking Switzerland and included ten in-depth interviews. Project leader Nicole Rosenberger and co-project leader Markus Niederhäuser lead the biennial research, which also supports a ZHAW continuing education programme (CAS Digital Transformation, AI and Communication).
The study shows near-universal generative AI adoption in corporate communications alongside widespread budget declines — relevant to MarTech and communications strategy but not an industry-shifting platform or policy change.
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Key Takeaways & Evidence Grounding
- 99% of surveyed German‑Swiss communications departments use generative AI in some form, with the majority using it systematically.
- Generative AI is used beyond text and image generation — for research, conceptual work, data analysis, and video and audio production.
- Around 40% of surveyed companies and public administrations reported falling communications budgets in recent years; for private-sector companies this affects over half.
- The study surveyed 115 CCOs in the German-speaking region of Switzerland and conducted ten follow-up interviews.
- Nicole Rosenberger is the project leader and Markus Niederhäuser is named as co-project leader; this is the fifth biennial edition of the study (first run in 2018).
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