Press release: Digitalization is not a sprint, but a marathon CommTech Index stagnates at 45 out of 100 points

Digitalization is not a sprint, but a marathon CommTech Index stagnates at 45 out of 100 points

Press contact: Thomas Mickeleit

Hamburg, Vienna, Zurich, 27.11.2024. Despite a wide range of digitalization activities in communications departments and PR agencies, the CommTech Index remains at 45 out of 100 points. This is the result of the CommTech Index Survey, a survey of communications managers in companies and PR agencies in Germany, Austria and Switzerland, which was presented today at the CommTech Summit in Hamburg.

Although the index is stagnating, digitization projects are taking place on a broad front, which is confirmed by other data from the survey. Large PR agencies in particular have understood that GenAI threatens their traditional business model and have therefore invested massively. This has enabled them to increase their index score from 44 to 48 and overtake all companies. In a country comparison, Switzerland is clearly ahead with an index score of 49, while Austria, with an index score of 44, is slightly below Germany with 45 index points.

Digitization is not a sprint, but a marathon

The realization that digitalization is not a sprint, but a marathon, is spreading and is reflected in the self-assessments of where companies and agencies stand in their digitalization. The most startling figure is the percentage decline in the large communication departments that see themselves as “innovators” in digitalization. While 12% still believed they had practically completed their digital transformation in 2023, this year it is only 1%. “There is a growing realization that digitalization requires more time and greater effort, especially because technological leaps – namely GenAI – are significantly raising the bar once again,” explains Thomas Mickeleit, head of the CommTech working group.

At the same time, there is movement among small organizations in particular. While 36% still considered themselves to be “latecomers” last year, this figure is now only 20%. This suggests that small organizations have also taken steps towards digitalization. “But one thing is clear: the large communication departments are pace-setters for digitalization. This applies to all the dimensions surveyed,” says Caren Altpeter, Co-Chair of the DPRG’s Digital Working Group.

Investments in AI as well as further education and training are set to grow

If the respondents, who are not all decision-makers when it comes to budgets, have their way, more will be invested in AI tools, training and education in particular. At first glance, the willingness to invest in process automation, owned media and content creation is also encouragingly high. However, a comparison with the previous year is sobering: In all topics except AI tools and training, the willingness to invest is falling, in some cases drastically. “This could become a problem. The strong focus on investment in AI is slowing down digitalization across the board. However, to reap the full benefits of AI, you need a digital infrastructure on which AI tools are based,” warns Dr. Andreas Jäggi, Managing Director of the Swiss CommTech initiative ComImpact.

System integration and a lack of expertise and skills in the team are among the biggest obstacles to technology

The biggest barrier to digitalization remains the “integration of different systems. The larger the organizations are, the more important this factor becomes. The good news is that the respondents consistently rated the barriers as lower than in the previous year. It is striking that many barriers are attributed to a lack of skills and abilities in the team. The respondents’ self-assessment of their ability to identify technologies that are useful for communication work differs greatly from this finding. A majority of 54% believe that they are well or very well equipped for this. It is therefore all the more important for communicators to take a close look at their team and close any potential skills gaps.

AI has arrived in communication – but is not yet being used strategically

Interest in AI is high and the profession has a much more positive attitude towards the topic than the population as a whole. 81% of those surveyed in this study see AI as an opportunity for their work. However, this is not yet reflected in its actual use. Although more than half (57%) use generative AI in the workplace “occasionally”, only 38% have established AI as a daily, integral part of their work. This figure is slightly higher for PR agencies at 44%. We are still a long way from a strategic use of AI. At 90%, the “production of texts” is currently the most frequently used application for generative AI. 71% see a great or even very great benefit in the use of generative AI. Not a single respondent stated that they did not see any benefits.

Impact measurement remains a construction site – but a glimmer of hope

Only 56% of all communications departments know the tone of voice with which they are reported on. This means that almost half of those responsible for communications cannot tell whether their company is being talked about well or badly. Key figures that come much closer to success reporting – such as reputation, share of voice or brand value – are only used by a minority. “So there is a lot of catching up to do here, which can be done very quickly and with a low budget thanks to artificial intelligence. The necessary AI tools have been developed and are “on the shelf”, says Ingrid Gogl, President of the PRVA. This also seems to have reached those responsible, because when asked which key figures should be collected in 12 to 18 months, reputation (14%), return on investment (12%) and brand value (14%) are on the rise. Still low values in the end, but a glimmer of hope for further positive development.

The survey was supported by Convento, Dentsply Sirona, the Institute for Management and Economic Research (IMWF), E.ON Deutschland and SwissRe.

The CommTech Index is an indicator of the digitalization of communication departments and PR agencies in Germany. It was surveyed for the second time in 2024, including Austria and Switzerland for the first time. 352 participants took part in the survey.

The CommTech Index Report 2024/2025 can be downloaded free of charge from the AG CommTech website. The raw data from the survey is also available on request.