By: Marion Par-Weixlberger, Vice President Corporate Communications and Public Relations at Dentsply Sirona

The communications industry is undergoing a transformation that focuses on data, automation and AI. The latest CommTech Index Report shows how this process of change is perceived: a full 83% of communications professionals agree with the statement that digital technologies will fundamentally change the way they work in communications. But what about implementation?

A healthy sense of reality seems to have taken hold in communications departments: Only one percent still see themselves as innovators, while at the same time a quarter of those surveyed have now digitized many core activities and state that they use CommTech to an above-average extent. At the same time, there is a growing realization that the development of digital technologies and artificial intelligence (AI) in particular is progressing so rapidly that it is difficult to get to the top or stay there. Overall, the impression is that the industry is moving slightly backwards in terms of achieving its digitalization goals.

It is therefore important not to let up on digitization efforts. After all, the use of CommTech and AI in particular has a profound impact on the speed, depth, efficiency and form of communicative processes in companies and agencies.

Today, almost everyone – from individuals to global companies – has access to powerful generative AI. As a result, the digital space is flooded with algorithmically generated content. Given the abundance of synthetic content, people are increasingly sensitive to anything that appears artificial. They are looking for communication from companies that radiates originality, has a clear human voice and conveys genuine relationships and emotional depth. This results in opportunities, risks and new requirements for strategic communication that go beyond the mere mastery of tools. Communication professionals must become guardians of authenticity.

New role for communication professionals

CommTech and AI are changing the role of communication and consulting in the long term: from traditional implementer to strategic supervisor who provides structure in the team and establishes important links, provides feedback and ensures quality. In future, managers will lead hybrid teams – consisting of people and machines. It is not just a matter of briefing the AI, but also teaching team members how to use the AI. This includes methodical

Suggestions as to which tools and prompts can be used to solve the task at hand efficiently. Ultimately, the role of communicators is changing: What used to be excellence in content as a unique selling point will become a matter of course with AI – individual advice will differentiate. Complex strategic decisions and individual advice will continue to depend on the exchange between people.

Different reactions and challenges

In future, it will be a matter of course to integrate AI-supported CommTech. These systems will support, analyze, outline and structure – but the final decision must always be made by humans. Repetitive tasks will become the domain of AI. This development will be reinforced by the use of AI agents, which will once again relieve humans of significantly more tasks and take the use of technology to a new level – with all the risks and side effects.

How do communications departments and agencies deal with these changes and challenges? Smaller communication departments particularly benefit from the automation of simple tasks, as they often lack human resources. They primarily rely on ready-to-use cloud solutions or specialized AI tools for media analysis and content creation. The latest CommTech Index Report shows that around half of smaller players invest in the continuous evaluation of new technologies and platforms, internal training and workshops as well as pilot projects.

Of the larger communications departments and PR agencies, 70 to 80 percent invest strategically in customized AI solutions, integrate CommTech platforms, train employees in the use of new technologies and focus on the continuous adaptation of their processes. In contrast, the current report shows that the use of external experts is decreasing in the approach to CommTech – in both smaller and larger departments and agencies. More and more communications departments and agencies are hiring CommTech experts from within their own ranks and thus relying on internal know-how.

At Dentsply Sirona, we rely on reliable data insights, automated media analyses and AI-supported communication formats and introduce new features when the benefits and stability have been proven. Company-wide AI translation makes content accessible in over 30 languages. Real-time translation and transcription in live formats as well as AI-powered translation of videos help overcome language barriers in a global company and strengthen participation and culture. These approaches are part of our digital strategy and are constantly being expanded. The aim is to establish CommTech as a strategic tool that strengthens efficiency, precision and authenticity in communication in equal measure.

No future without CommTech

The communication professionals have recognized that there is no future without CommTech. They are systematically approaching this topic and building up their own expertise. Digital technologies and AI are and will remain the key drivers of transformation in the communications industry, whether in small teams, global communications departments or agencies. Successful players rely on a combination of automation, data-based control and a strong focus on creative, human-driven, emotional and authentic communication