GWA publishes AI white paper 2025
With its new AI White Paper 2025, the German Association of Communications Agencies (GWA) presents a comprehensive analysis of the opportunities and challenges of artificial intelligence in the communications industry. Based on a member survey, expert interviews and industry studies, the paper shows how agencies and advertisers can strategically prepare for the transformation.
The 100-page whitepaper describes the business models and value chains created by AI and addresses the often-discussed promise of efficiency. The authors make it clear that AI will neither lead to the abolition of service providers nor to creative uniformity. Topics such as the "twin transformation" - the parallel digital and sustainable transformation of companies - as well as legal and ethical issues are also covered.
"Our main target groups are managers and decision-makers in agencies and marketing departments who are facing the challenge of strategically integrating AI into their processes," says Nina Haller, GWA Executive Board member and co-author of the white paper. "Our aim is to provide all players in the communications industry with a compass for navigating through this transformative phase."
Discrepancy between claim and reality
The GWA member survey shows a clear discrepancy in the self-image of agencies: 79% consider themselves to be advanced in dealing with AI, but only 17% actually use complex applications. Haller sees this as a "dangerous overconfidence" and calls for more courage to change.
The transformation is being driven by four key forces: revolutionary efficiency gains, radically changing market needs, disruptive reorganization of value chains and democratizing decentralization, Haller continued. Those who actively shape the AI transformation now and position themselves as orchestrators of complex communication solutions can "develop a completely new value proposition".
The GWA AI White Paper 2025 has been available since Thursday free for download ready
