NEWS

Prof. Uwe Seebacher demonstrates that generative AI produces plausible texts, but no impact. How understanding models and digital audience twins test communication decisions in advance—before publication.

Reputation is increasingly shaped by what AI systems “know” about companies. AI-based search systems such as ChatGPT, Perplexity, or Google AI don’t simply collect information; they synthesize opinions, weigh content, and thus actively influence public discourse. For communications professionals, this means that simply measuring visibility in AI models is not enough. What matters most is how a company is portrayed in AI responses—in what tone, with what level of credibility, and with what associations.

These days, the first reader of a corporate text is often a machine. Anyone who wants to be featured in AI responses must cater to two audiences at once: people and the models that now act as intermediaries between communications teams and their stakeholders.

In many communications departments, one phrase is heard more often than before: “That’s much faster now.” They’re referring to generative AI: It creates texts, translations, and visuals at the push of a button in a matter of minutes. Operational workflows are being accelerated—massively.

This acceleration is taking place in an environment that is already becoming increasingly difficult to manage: faster, more dense, more complex, and more confusing. As a result, it is not only expectations for efficiency that are growing. Another sentiment is also on the rise, currently discussed under the acronym FOLA: Fear of Losing Agency—that is, the concern about losing human control and decision-making capacity to automated systems.

“We had 42 press clippings, a reach of 1.2 million, and a very positive response.” Statements like these are still common in many communications departments. They’re meant to sound solid and professional. But strategically, they’re often worthless.

Communications departments are producing more content today than ever before. They use countless channels, deliver real-time reports, measure reach, clicks and engagement rates down to the second decimal place.

Topics rarely appear suddenly. They have usually existed for a very long time in some cultural or professional echo chamber, develop, change their meaning and only gain impact when they emerge from their original echo chamber and become connectable to larger narratives or grow into such narratives themselves.

Communications teams have never had as much data as they do today and at the same time rarely have the feeling that they are really making decisions based on it. LinkedIn Insights, media monitoring, web analytics and newsletter reports have long been established. The problem rarely lies in access.

Agentic AI is not the next AI feature. It is the question of who will still be shaping communication in five years’ time – and who will only be executing it. In a sprint group with 14 experts, the CommTech working group analyzed where the technology stands, what it means for teams – and where the real pitfalls lie.

Generative Engine Optimization is not an SEO update – but an economic stimulus package for PR. Why communicators now have the strongest cards.