“The best way to talk about AI is in person”

“The best way to talk about AI is in person”

The “South” regional meeting of AG CommTech on March 12 at E.ON in Munich once again offered a diverse and inspiring look at the digital transformation of communication this year. Experts from companies and organizations took the opportunity to network intensively, exchange experiences and discuss the current challenges surrounding AI, strategy and organizational development.

One of the highlights was an impressive presentation by Maike Molling and Stefan Moriße on E.ON Energie Deutschland’s AI and communication strategy. Their insight into a cross-functionally organized, topic-centric and data-driven newsroom made it clear how GEO – Generative Engine Optimization – can be systematically driven forward across Earned, Shared and Owned. The reactions from the room showed that it is precisely such insights that provide orientation at a time when no one has the one answer to AI, but organizations need to experiment boldly.

Dr. Reimer Stobbe then presented the current CommTech Index study and moderated the evening. During the group work, it quickly became clear that many questions remain unanswered: How is AI changing the role of communicators? What does this mean for role profiles, team structures and the standing of communication in the company? And what new key figures do we actually need to make AI effects measurable?

At the same time, several key areas of action emerged that will be important for the future work of the working group:

• The speed of development is enormous – not only technically, but also organizationally and culturally. Many teams are struggling to keep up and remain stable at the same time.
• You can’t do it without a clear strategy. People often think too much in terms of tools and too little in terms of visions of the future. A common narrative that provides orientation is more important than ever.
• The ethics and sustainability of AI must be on the agenda. In addition to technical issues, attitude is crucial – socially, politically and within the company.
• Communication needs a system. The multitude of content can only be successfully orchestrated if earned, shared, owned and paid are considered together.

Further impetus came from the discussion on integrated communication, which impressively underlined how important common goals and uniform measurement methods remain – especially when data-based arguments help to objectify internal discussions.

The meeting ended not only with new insights, but above all with the feeling that we are in the midst of a profound change. AI is changing roles, processes and expectations – and offers enormous opportunities if we use it responsibly, strategically and systematically.

The good news: there is a great need for discussion, the exchange is valuable – and the invitation to the next regional get-together in the beer garden is already on the cards.