Study describes digitalization in communication as a marathon

Although the index is stagnating, digitalization projects are taking place across the board, as other data from the survey shows. Large PR agencies in particular have understood that GenAI has a massive impact on their traditional business model and have therefore invested heavily. This has enabled them to increase their index score from 44 to 48 and overtake all companies. In a country comparison, Switzerland is clearly ahead with an index score of 49, while Austria, with an index score of 44, is slightly below Germany with 45 index points.

Digitization as a marathon

The realization that digitalization is not a sprint, but a marathon, is spreading and is reflected in the self-assessments of where companies and agencies stand in their digitalization. The most startling figure is the percentage decline in the large communication departments that see themselves as "innovators" in digitalization. While 12% still believed they had practically completed their digital transformation in 2023, this year it is only 1%. "There is a growing realization that digitalization requires more time and greater effort, especially because technological leaps - namely GenAI - are significantly raising the bar once again," explains Thomas Mickeleit, head of the CommTech working group.

At the same time, there is movement among small organizations in particular. While 36% still considered themselves to be "latecomers" in the previous year, this figure has now fallen to just 20%. This suggests that small organizations have also taken steps towards digitalization. "But one thing is clear: the large communication departments are pace-setters for digitalization. This can be seen across all the dimensions surveyed," says Caren Altpeter, Co-Chair of the Digital Working Group of the German PR Association DPRG.

Increasing investments in AI

If the respondents, who do not all decide on budgets, have their way, there will be more investment in AI tools, training and education in particular. At first glance, the willingness to invest in process automation, owned media and content creation is encouragingly high. However, a comparison with the previous year is sobering: In all topics except AI tools and training, the willingness to invest is falling, in some cases drastically. "This could become a problem. The strong focus on investment in AI is slowing down digitalization across the board. However, to reap the full benefits of AI, you need a digital infrastructure on which AI tools are based," warns Dr. Andreas Jäggi, Managing Director of the Swiss CommTech initiative ComImpact.

Biggest obstacles: System integration and lack of skills

The biggest barrier to digitalization remains the integration of different systems. The larger the organizations are, the more important this factor becomes. However, the respondents consistently rated the barriers as lower than in the previous year. Many of the hurdles are attributed to a lack of expertise and skills in the team. The respondents' self-assessment of their ability to identify technologies that are useful for communication work differs greatly from this finding. A majority of 54% believe that they are well or very well equipped for this. It is therefore all the more important for communicators to take a close look at their team and close any potential skills gaps

AI is not yet being used strategically in communication

There is great interest in AI and communicators are much more positive about the topic than the population as a whole. 81% of respondents in this survey see AI as an opportunity for their work. However, this is not yet reflected in its actual use. Although more than half (57%) use generative AI in the workplace "occasionally", only 38% have established AI as a daily, integral part of their work. This figure is slightly higher for PR agencies at 44%. It is not yet possible to speak of a strategic use of AI.

At 90 percent, the "production of texts" is currently the most frequently used application for generative AI. 71 percent see a great or even very great benefit in the use of generative AI. Not a single respondent stated that they did not see any benefit.

Impact measurement remains a work in progress - but there is hope

According to the survey, only 56% of all communications departments are aware of the tone with which they are reported on. This means that almost half of communications managers are unable to say whether their company is being talked about well or badly. Key figures that come much closer to success reporting - such as reputation, share of voice or brand value - are only used by a minority. "There is therefore a lot of catching up to do here, which can be done very quickly and with a low budget thanks to artificial intelligence. The necessary AI tools have been developed and are "on the shelf", says PRVA President Ingrid Gogl. This also seems to have reached those responsible, because when asked which key figures should be collected in 12 to 18 months, reputation (14%), return on investment (12%) and brand value (14%) are on the rise. Still low values in the end, but a glimmer of hope for further positive development.

The CommTech Index is an indicator of the digitalization of communication departments and PR agencies in Germany. It was surveyed for the second time in 2024, including Austria and Switzerland for the first time. 352 participants took part in the survey. The CommTech Index Survey was supported by Convento, Dentsply Sirona, the Institute for Management and Economic Research (IMWF), E.ON Deutschland and SwissRe.

The 2024/2025 report can be can be downloaded free of charge from the AG CommTech website.