ZHAW Study 2026: Generative AI has been adopted by 99% of Swiss communications departments. However, many structural and strategic issues remain unresolved—and pressure on resources is mounting.

The Scriptorium white paper shows that generative AI effortlessly reproduces emotional cues—but true creativity requires responsibility. A strategy for communications professionals.

SAP-Oxford Economics Study 2026: AI-supported tasks rise from 30 to 48 percent, and ROI increases to 21 percent. German companies lead the way at 24 percent—but data quality and governance are lagging behind.

The new 2026 Oxford-GlobeScan Survey analyzes top risks for corporate affairs: Geopolitics and AI jump from 17 to 44 percent. Insights from 294 experts in 51 countries.

The Reuters Institute Digital News Report is being published for the fifteenth time this year and is considered the most comprehensive international study on news consumption. Media users in 48 countries were surveyed about their trust in the news, their preferred channels, and their use of new technologies such as AI chatbots.

Cision’s “State of the Media Report 2026” summarizes a survey of approximately 1,800 media professionals from 19 markets and highlights what they expect from PR teams. Accuracy and dealing with misinformation are now considered the biggest challenges in journalism, followed by resource constraints in newsrooms. It is precisely this lack of resources that increases reliance on PR: 66 percent of respondents turn to PR materials for story ideas.

The whitepaper “Predictive Communications: From [AlphaGo] to Narrative [Intelligence]” was written by Nanne H.C. Bos for the Scriptorium Initiative. It uses AlphaGo, Google’s AI specialized in the board game Go, as a starting point to ask what predictive AI means for communication, reputation and narrative strategy. The text draws the line early on: AI is not ascribed clairvoyant abilities. Instead, it functions as a tool for early warning, scenarios, narrative detection and dealing with disinformation.

In this article in the Corporate Communication Review, Christof Ehrhart, honorary professor at the University of Leipzig, discusses the role of corporate communication under conditions of radical uncertainty. The article asks how communication can provide orientation when companies have to deal with fragmented publics, politicized stakeholder expectations and technologically changed communication spaces.