Keynote Presentation: Data Analysis with AI Is Work, Too

Keynote Presentation: Data Analysis with AI Is Work, Too

During our February session, Kai Fetzer (Head of Data Insights and Contentflow at Bosch) debunked a widespread myth: AI in communications is not a “magic button” that you press to get ready-made strategies. On the contrary: Anyone who uses AI for analysis must be prepared to delve deeper into the processes than ever before.

Today, more than ever, the pursuit of insights in modern communication can be boiled down to the question of validity and strategic value. The path to genuine insights through artificial intelligence is often underestimated: While there is great hope for a fully automated “one-click solution,” Bosch’s experience shows that AI-supported analysis remains an intensive work process that requires a deep understanding of the process and a solid grasp of the technology.

Three Key Takeaways for Practice:

• Process mastery is the new superpower: AI doesn’t do the thinking for us. The real challenge lies in identifying the right data sources in IT environments that are both extremely heterogeneous and dynamic, and in ensuring the validity of the results.

• From Operational Assistant to Strategist: Kai also warned that communications teams can get lost in tools and dashboards. Our goal must be to focus on using data literacy to provide management with a solid basis for decision-making.

• Security First: A practical reminder—protecting internal and potentially sensitive data starts with the tools you choose. A careless screenshot or data upload to a public AI can have disastrous consequences.

“The greatest danger is technological chaos. We can only ensure our value contribution if we can guarantee the validity of the analysis despite complex IT structures and different AI models. Trust in the results must be earned anew every time” – Kai Fetzer

What does this mean for us at AG CommTech? AI makes methodological depth and quality assurance more important than ever. Only those who master the work behind the analysis and prioritize data security can sustainably ensure the value contribution of communication and act as strategic partners on an equal footing.

Join our panel of experts! We’re continuing to grow and are looking for people to help shape our future: If you want to do more than just observe data-driven communication—if you want to actively help shape it within our group— please contact me directly. We welcome experts who are eager to share their experiences and work with us to set industry standards.