{"id":14851,"date":"2025-05-16T17:29:32","date_gmt":"2025-05-16T15:29:32","guid":{"rendered":"https:\/\/agcommtech.de\/commtech-index-report\/"},"modified":"2026-08-07T09:15:22","modified_gmt":"2026-08-07T07:15:22","slug":"commtech-index-report","status":"publish","type":"page","link":"https:\/\/agcommtech.de\/en\/commtech-index-report\/","title":{"rendered":"CommTech Index Report"},"content":{"rendered":"

[vc_row content_placement=”middle” css=”.vc_custom_1748443706268{margin-top: 20px !important;margin-bottom: 50px !important;}”][vc_column width=”2\/3″][vc_custom_heading text=”Where does the communications industry stand in terms of digital transformation?” font_container=”tag:h3|text_align:left” use_theme_fonts=”yes”][stm_spacing lg_spacing=”30″ md_spacing=”30″ sm_spacing=”30″ xs_spacing=”30″][vc_column_text css=”.vc_custom_1778687650236{padding-right: 50px !important;}”]Digitalization is fundamentally transforming communications work\u2014in companies, agencies, and associations alike. Since 2023, the CommTech Index Report has been tracking this transformation annually using reliable data from the DACH region. <\/p>\n

The basis for this is the CommTech Index<\/strong>: a metric ranging from 0 to 100 that describes the maturity level of digital transformation in communications departments and PR agencies. It consists of four components\u2014technology budget, perceived changes, tools used, and data usage in communications. A maximum of 25 points can be earned per component. <\/p>\n

The report is published annually by AG CommTech, the DPRG, the PRVA, and ComImpact. It is based on a standardized online survey conducted in Germany, Austria, and Switzerland.[\/vc_column_text][vc_column_text css=”.vc_custom_1778687719019{border-left-width: 5px !important;border-left-color: #81d742 !important;}”]<\/p>\n

The index consists of:<\/p>\n

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  1. Use of the budget for technologies<\/li>\n
  2. Perceived future changes through CommTech<\/li>\n
  3. Technologies used and expected potential of new technologies<\/li>\n
  4. Use of data in communication<\/li>\n<\/ol>\n<\/blockquote>\n

    [\/vc_column_text][\/vc_column][vc_column width=”1\/3″][vc_single_image image=”15494″ img_size=”full” alignment=”center”][\/vc_column][\/vc_row][vc_row full_width=”stretch_row” css=”.vc_custom_1778688267432{margin-top: 20px !important;padding-top: 30px !important;padding-right: 30px !important;padding-bottom: 40px !important;padding-left: 30px !important;background-color: #f2f2f2 !important;}”][vc_column][vc_custom_heading text=”CommTech Index Report 2025\/2026: Digitalization Remains a Structural Challenge” font_container=”tag:h3|text_align:left” use_theme_fonts=”yes”][vc_column_text]<\/p>\n

    Conducted in September 2025 \u00b7 507 respondents \u00b7 Communications departments and PR agencies in Germany, Austria, and Switzerland<\/p>\n

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    The Red Queen Effect Strikes<\/strong><\/p>\n

    The CommTech Index drops from 45 to 38 points\u2014not a real step backward, but rather a reflection of a structural problem: The pace of innovation in digital technologies exceeds the industry\u2019s ability to adapt.<\/p><\/blockquote>\n

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    Large organizations are pulling ahead<\/strong><\/div>\n
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    PR agencies score 46 points, large communications units 42, and small teams just 35. Digitalization is increasingly becoming a structural competitive advantage for larger units.<\/p>\n<\/div>\n<\/blockquote>\n

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    AI has become widely adopted, but has hardly been integrated<\/strong><\/div>\n
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    88 percent are experimenting with AI tools\u2014but only 6 percent have actually adapted their processes and structures. Large agencies are leading the way, while regulated industries and small teams are lagging behind. <\/p>\n<\/div>\n<\/blockquote>\n

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    Technology Adoption: Progress with Gaps<\/strong><\/div>\n
    \n

    For the first time, CRM systems and journalist databases are tied at 46 percent. At the same time, 32 percent continue to use Excel, and 6 percent don’t even use a structured contact management system. <\/p>\n<\/div>\n<\/blockquote>\n

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    The Gap Between Intent and Implementation Remains Wide<\/strong><\/div>\n
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    Only 10 percent invest more than a quarter of their budget in technology. About 25 percent do not know their own tech budget\u2014small agencies, in particular, are lagging significantly behind. <\/p>\n<\/div>\n<\/blockquote>\n

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    Impact measurement remains unresolved<\/strong><\/div>\n
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    Most organizations measure outputs rather than outcomes. The lack of dashboards and data silos prevents consistent performance measurement\u2014numbers are generated, but hardly any actionable insights. <\/p>\n<\/div>\n<\/blockquote>\n

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    Leadership access is available, but data literacy is lacking<\/strong><\/div>\n
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    75 percent report directly to senior management\u2014a strong indication of strategic importance. However, 39 percent do not have a designated person in charge of data analytics. <\/p>\n<\/div>\n<\/blockquote>\n

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    The biggest bottleneck is people<\/strong><\/div>\n
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    Only 51 percent consider themselves competent at identifying new technologies. Future-oriented skills such as prompting, curiosity, and change competence are not being systematically developed. <\/p>\n<\/div>\n<\/div>\n<\/blockquote>\n

    [\/vc_column_text][\/vc_column][\/vc_row][vc_row css=”.vc_custom_1778688495587{margin-top: 20px !important;margin-bottom: 50px !important;padding-top: 30px !important;padding-right: 30px !important;padding-bottom: 40px !important;padding-left: 30px !important;background-color: #274856 !important;}”][vc_column][vc_column_text css=”.vc_custom_1778688521643{padding-right: 50px !important;}”]<\/p>\n

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    Conclusion:<\/strong> By 2026, CommTech must evolve from individual projects into a permanent organizational principle. Structural shortcomings in expertise, governance, and data integration are holding back the entire industry\u2014regardless of size or location. <\/span><\/div>\n<\/div>\n<\/div>\n

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    This decline does not represent a real step backward, but rather reflects the \u201cRed Queen Effect\u201d:<\/strong> Organizations must run faster and faster just to stay in place amid technological change. While tools, AI capabilities, and system landscapes are evolving at a rapid pace, the industry can no longer keep up with its own adaptation and learning processes. What was considered progress yesterday seems inadequate today\u2014digitalization is now viewed more realistically as a long-term transformation process. <\/p>\n<\/div>\n<\/div>\n

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text=”Find out more about the Index Report here” font_container=”tag:h3|text_align:center” use_theme_fonts=”yes”][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/2″][vc_empty_space][vc_column_text css=”.vc_custom_1751873375634{margin-top: -20px !important;}”]<\/p>\n

    AI is inspiring – but not (yet) in everyday life: why there is currently a gap between hype and reality<\/p>\n

    TO THE ARTICLE<\/a><\/strong><\/p>\n

    [\/vc_column_text][vc_empty_space][\/vc_column][vc_column width=”1\/2″][vc_empty_space][vc_column_text css=”.vc_custom_1751874022704{margin-top: -20px !important;}”]<\/p>\n

    No breakthrough – Thomas Mickeleit presents the CommTech Index Report 2024\/2025 in the “Yellow Pages”.<\/p>\n

    TO THE ARTICLE<\/a><\/strong><\/p>\n

    [\/vc_column_text][vc_empty_space][\/vc_column][\/vc_row][vc_row full_width=”stretch_row” css=”.vc_custom_1747409335367{background-color: #274856 !important;}”][vc_column css=”.vc_custom_1778688592083{padding-top: 30px !important;padding-right: 30px !important;padding-bottom: 30px !important;padding-left: 30px !important;background-color: rgba(39,72,86,0.65) !important;*background-color: rgb(39,72,86) !important;}”][vc_column_text css=”.vc_custom_1778688636488{padding-right: 50px !important;}”]<\/p>\n

    All Reports Available for Download<\/strong><\/span><\/h4>\n

    The CommTech Index Report is published annually. Here you can find all previous issues as free downloads. <\/span><\/p>\n

    [\/vc_column_text][\/vc_column][\/vc_row][vc_row full_width=”stretch_row” css=”.vc_custom_1747409335367{background-color: #274856 !important;}”][vc_column width=”1\/3″ css=”.vc_custom_1778688592083{padding-top: 30px !important;padding-right: 30px !important;padding-bottom: 30px !important;padding-left: 30px !important;background-color: rgba(39,72,86,0.65) !important;*background-color: rgb(39,72,86) !important;}”][vc_column_text css=”.vc_custom_1764145131911{padding-right: 50px !important;}”]<\/p>\n

    CommTech Index Report 2025\/2026<\/strong><\/span><\/h4>\n

    [\/vc_column_text][vc_btn title=”Index Report 2025″ color=”theme_style_5″ link=”url:https%3A%2F%2Fagcommtech.de%2Fen%2Fwork-from-the-commtech-wg%2F%23Index-Report-2025|target:_blank|”][vc_empty_space][\/vc_column][vc_column width=”1\/3″ css=”.vc_custom_1747409218847{padding-top: 30px !important;padding-right: 30px !important;padding-bottom: 30px !important;padding-left: 30px !important;}”][vc_column_text css=”.vc_custom_1747409319871{padding-right: 50px !important;}”]<\/p>\n

    CommTech Index Report 2024\/2025<\/strong><\/span><\/h4>\n

    [\/vc_column_text][vc_btn title=”Index Report 2024″ color=”theme_style_5″ link=”url:https%3A%2F%2Fagcommtech.de%2Fen%2Fwork-from-the-commtech-wg%2F%23Index-Report-2024|target:_blank|”][vc_empty_space][\/vc_column][vc_column width=”1\/3″ css=”.vc_custom_1747409210070{padding-top: 30px !important;padding-right: 30px !important;padding-bottom: 30px !important;padding-left: 30px !important;}”][vc_column_text css=”.vc_custom_1747409312150{padding-right: 50px !important;}”]<\/p>\n

    CommTech Index Report 2023<\/strong><\/span><\/h4>\n

    [\/vc_column_text][vc_btn title=”Index Report 2023″ color=”theme_style_5″ link=”url:https%3A%2F%2Fagcommtech.de%2Fen%2Fwork-from-the-commtech-wg%2F%23Index-Report-2023|target:_blank|”][vc_empty_space][\/vc_column][\/vc_row][vc_row full_width=”stretch_row” el_class=”third_bg_color”][vc_column][stm_spacing lg_spacing=”30″ md_spacing=”30″ sm_spacing=”30″ xs_spacing=”30″][vc_cta h2=”Download work from the CommTech WG” h2_font_container=”tag:h2|font_size:20px|text_align:left|color:%23ffffff|line_height:24px” h2_use_theme_fonts=”yes” shape=”square” style=”custom” add_button=”right” btn_title=”All downloads” btn_style=”flat” btn_color=”theme_style_5″ btn_size=”lg” btn_align=”right” btn_i_align=”right” btn_i_icon_fontawesome=”stm-popup-close” particles=”yes” use_custom_fonts_h2=”true” btn_add_icon=”true” btn_link=”url:https%3A%2F%2Fagcommtech.de%2Fen%2Fwork-from-the-commtech-wg%2F|title:Download|” css=”.vc_custom_1686411815067{margin-bottom: 0px !important;}” custom_background=”#009535″ custom_text=”#274856″ el_class=”third_bg_color”][\/vc_cta][stm_spacing lg_spacing=”0″ md_spacing=”0″ sm_spacing=”30″ xs_spacing=”30″][\/vc_column][\/vc_row][vc_row][vc_column][vc_raw_html]W2luc2VydCBwYWdlPSJmb2VyZGVyZXItemVudHJhbCIgZGlzcGxheT0iY29udGVudCJd[\/vc_raw_html][\/vc_column][\/vc_row]<\/p>\n<\/section>","protected":false},"excerpt":{"rendered":"

    [vc_row content_placement=”middle” css=”.vc_custom_1748443706268{margin-top: 20px !important;margin-bottom: 50px !important;}”][vc_column width=”2\/3″][vc_custom_heading text=”Where does the communications industry stand in terms of digital transformation?” font_container=”tag:h3|text_align:left” use_theme_fonts=”yes”][stm_spacing lg_spacing=”30″ md_spacing=”30″ sm_spacing=”30″ xs_spacing=”30″][vc_column_text css=”.vc_custom_1778687650236{padding-right: 50px !important;}”]Digitalization is fundamentally transforming communications work\u2014in companies, agencies, and associations alike. Since 2023, the CommTech Index Report has been tracking this transformation annually using reliable data from the<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-14851","page","type-page","status-publish","hentry"],"yoast_head":"\nCommTech Index Report - AG CommTech<\/title>\n<meta name=\"description\" content=\"CommTech Index Report - Studies on digitalization & AI in PR. 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