{"id":17812,"date":"2026-08-31T17:09:48","date_gmt":"2026-08-31T15:09:48","guid":{"rendered":"https:\/\/agcommtech.de\/2026\/08\/31\/ai-automates-production-but-what-comes-next-a-zhaw-study-highlights-the-gap\/"},"modified":"2026-08-31T17:09:59","modified_gmt":"2026-08-31T15:09:59","slug":"ai-automates-production-but-what-comes-next-a-zhaw-study-highlights-the-gap","status":"publish","type":"post","link":"https:\/\/agcommtech.de\/en\/2026\/08\/31\/ai-automates-production-but-what-comes-next-a-zhaw-study-highlights-the-gap\/","title":{"rendered":"AI Automates Production\u2014But What Comes Next? A ZHAW Study Highlights the Gap"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong><strong><strong><strong><strong><strong>AI Automates Production\u2014But What Comes Next? A ZHAW Study Highlights the Gap<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/h2>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"840\" height=\"715\" src=\"https:\/\/agcommtech.de\/wp-content\/uploads\/2026\/08\/Lesetipp-2-Bild.png\" alt=\"\" class=\"wp-image-17802\" srcset=\"https:\/\/agcommtech.de\/wp-content\/uploads\/2026\/08\/Lesetipp-2-Bild.png 840w, https:\/\/agcommtech.de\/wp-content\/uploads\/2026\/08\/Lesetipp-2-Bild-300x255.png 300w, https:\/\/agcommtech.de\/wp-content\/uploads\/2026\/08\/Lesetipp-2-Bild-768x654.png 768w\" sizes=\"auto, (max-width: 840px) 100vw, 840px\" \/><\/figure>\n<\/div>\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p class=\"wp-block-paragraph\">How are generative AI and digital technologies changing the way communication departments work? This question is the focus of the trend study \u201cCommunication in the Digital Transformation,\u201d which has been published every two years since 2018. The 2026 edition by Rosenberger et al. is based on a survey of 115 CCOs in German-speaking Switzerland as well as ten in-depth interviews with experts.  <\/p>\n\n<p class=\"wp-block-paragraph\">From a technological standpoint, the issue has been settled. Ninety-nine percent of departments use generative AI, which has evolved from an experimental tool to an infrastructure for daily work and now handles tasks that were long considered impossible to automate. Self-assessed digital maturity has reached an all-time high, after many CCOs had revised their estimates downward in 2024 in the wake of the AI shock.<\/p>\n\n<p class=\"wp-block-paragraph\">From an organizational standpoint, however, much remains undecided. The newsroom remains relevant but no longer dominates; the majority works in hybrid models combining formal structures and agile roles. About 40 percent of departments have undergone structural changes in the past two years, increasingly driven by cost pressures. Where production can be automated, the value of the communications function shifts toward judgment and strategic advice.<\/p>\n\n<p class=\"wp-block-paragraph\">This gives rise to the challenge that the authors foresee for the coming years. The operational relief provided by AI must be translated into a visibly strengthened strategic role before automation becomes a justification for cutting resources.<\/p>\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div style=\"--wp--block-button--width: 100;\" class=\"wp-block-button has-custom-width wp-block-button__width wp-block-button__width-100\"><a class=\"wp-block-button__link has-background wp-element-button\" href=\"https:\/\/digitalcollection.zhaw.ch\/entities\/publication\/6ef79395-ca8b-4011-b762-bc589b1a1257\" style=\"border-radius:0px;background-color:#274856\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>TO THE READING TIP<\/strong><\/a><\/div>\n<\/div>\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div style=\"--wp--block-button--width: 100;\" class=\"wp-block-button is-style-outline has-custom-width wp-block-button__width wp-block-button__width-100 is-style-outline--1\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/agcommtech.de\/en\/reading-tips-from-the-commtech-wg\/\" style=\"border-radius:0px\"><strong>ALL READING RECOMMENDATIONS<\/strong><\/a><\/div>\n<\/div>\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>ZHAW Study 2026: Generative AI has been adopted by 99% of Swiss communications departments. However, many structural and strategic issues remain unresolved\u2014and pressure on resources is mounting.<\/p>\n","protected":false},"author":2,"featured_media":17803,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[96],"tags":[],"ppma_author":[123],"class_list":["post-17812","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-reading-tips"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Communication in the Digital Transformation 2026 - AG CommTech<\/title>\n<meta name=\"description\" content=\"ZHAW Study 2026: Generative AI has made its way into 99% of Swiss communications departments. Yet structurally and strategically, much remains undecided\u2014and pressure on resources is growing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/agcommtech.de\/en\/2026\/08\/31\/ai-automates-production-but-what-comes-next-a-zhaw-study-highlights-the-gap\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Communication in the Digital Transformation 2026 - AG CommTech\" \/>\n<meta property=\"og:description\" content=\"ZHAW Study 2026: Generative AI has made its way into 99% of Swiss communications departments. 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