- 3. February 2025
- Posted by: Thomas Mickeleit
- Category: NEWS

Successful digitalization starts with further education and training

The CommTech Index Report 2024/2025 ruthlessly exposes the hardships faced by communication departments in their digitalization efforts. In addition to the integration of the various systems, the biggest hurdles lie in the teams’ lack of expertise. For 57 percent of respondents, this is a problem overall. In some sectors, such as utilities, retail and finance, skills shortages were even identified as the most important hurdle. There is good news, however, as there are signs of movement to reduce these deficits. In terms of investment intentions, “training and education” is making a huge leap forward. While only 35% of respondents wanted to invest more in training and education in 2023, the figure is currently 62%, topped only by investment in AI tools. This is encouraging, as the evaluation of successful digitalization projects clearly reveals one success factor. It all starts with skills development in the teams. That this is the case follows a simple logic. If the skills to select the right tools and apply them are lacking, the transformation cannot succeed. The fact that the European AI Act also imposes a legal obligation on AI users to undergo further training in AI makes the provision of further education and training mandatory.
Communications departments are therefore well advised to carry out an assessment at an individual level to determine where deficits exist, to match these with the interests of employees and to provide specific further education and training courses. The overarching goal is to create a data culture that goes far beyond the mastery of tools. Rather, it is about creating a culture of innovation that focuses on curiosity, openness and experimentation and promotes agile structures. Ulrike Schiermeister from E.ON Germany makes this point emphatically in her article in the CommTech Index Report.
When it comes to the use of AI, communication departments are once again faced with new challenges. So far, there has been a lot of experimentation, but little strategic approach. It is obvious that the desire for more training and education has been driven not least by the availability of generative AI. However, this should not just be about tool competence, as the use of AI gives users greater responsibility in terms of legal issues, compliance and ethics. Communication managers need to address these issues. How do I implement the DRPR guideline for AI? What consequences does the AI Act have for the use cases used in communication? Successful digitalization starts with the development of a skills roadmap that covers all of these aspects. The beginning of the year is a good time to start.
Thomas Mickeleit is the founder of AG CommTech, which more than 600 digital-savvy communicators have now joined. With his consulting boutique, he supports communications departments in their digital transformation. Among other things, Mickeleit was Head of Communications at Microsoft Germany for 15 years.