{"id":3655,"date":"2025-12-04T11:32:23","date_gmt":"2025-12-04T10:32:23","guid":{"rendered":"https:\/\/orcavanloon.de\/?p=3655"},"modified":"2026-08-06T14:55:52","modified_gmt":"2026-08-06T12:55:52","slug":"ki-strategie-statt-tool-sammlung-learnings-vom-commtech-summit-2025","status":"publish","type":"post","link":"https:\/\/orcavanloon.de\/en_en\/ki-strategie-statt-tool-sammlung-learnings-vom-commtech-summit-2025\/","title":{"rendered":"An AI strategy rather than a collection of tools: Lessons from the Commtech Summit 2025"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1248px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><p style=\"text-align: left;\"><span class=\"TextRun SCXW144009884 BCX8\" lang=\"DE-DE\" xml:lang=\"DE-DE\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW144009884 BCX8\">Artificial intelligence has long since become more than just an experiment \u2013 it is shaping the future of communication. But how can companies integrate AI strategically, not only to achieve short-term success but also to remain relevant in the long term? This question was a recurring theme throughout the\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW144009884 BCX8\">CommTech<\/span><span class=\"NormalTextRun SCXW144009884 BCX8\">\u00a0Summit 2025<\/span><span class=\"NormalTextRun SCXW144009884 BCX8\"> in Mainz.<\/span><\/span><\/p>\n<p style=\"text-align: left;\"><span class=\"TextRun SCXW144009884 BCX8\" lang=\"DE-DE\" xml:lang=\"DE-DE\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW144009884 BCX8\">On the 25th of November 2025\u00a0<\/span><span class=\"NormalTextRun SCXW144009884 BCX8\">ab<\/span><span class=\"NormalTextRun SCXW144009884 BCX8\">out<\/span><span class=\"NormalTextRun SCXW144009884 BCX8\">\u00a0250<\/span><span class=\"NormalTextRun SCXW144009884 BCX8\">\u00a0communications<\/span><span class=\"NormalTextRun SCXW144009884 BCX8\">\u00a0<\/span><span class=\"NormalTextRun SCXW144009884 BCX8\">experts<\/span><span class=\"NormalTextRun SCXW144009884 BCX8\">\u00a0<\/span><span class=\"NormalTextRun SCXW144009884 BCX8\">met<\/span><span class=\"NormalTextRun SCXW144009884 BCX8\">\u00a0at the Schott AG<\/span><span class=\"NormalTextRun SCXW144009884 BCX8\">\u00a0in the capital of Rhineland-Palatinate<\/span><span class=\"NormalTextRun SCXW144009884 BCX8\">, to discuss the digital landscape of the<\/span><span class=\"NormalTextRun SCXW144009884 BCX8\">\u00a0sector<\/span><span class=\"NormalTextRun SCXW144009884 BCX8\">\u00a0: H<\/span><span class=\"NormalTextRun SCXW144009884 BCX8\">ow<\/span><span class=\"NormalTextRun SCXW144009884 BCX8\">\u00a0does<\/span><span class=\"NormalTextRun SCXW144009884 BCX8\">\u00a0Artificial Intelligence of the sector<\/span><span class=\"NormalTextRun SCXW144009884 BCX8\">\u00a0and<\/span><span class=\"NormalTextRun SCXW144009884 BCX8\">\u00a0what strategic decisions<\/span><span class=\"NormalTextRun SCXW144009884 BCX8\">\u00a0are<\/span><span class=\"NormalTextRun SCXW144009884 BCX8\">\u00a0now required<\/span><span class=\"NormalTextRun SCXW144009884 BCX8\">to ensure long-term sustainability?<\/span><\/span><\/p>\n<h4 style=\"text-align: left;\"><b><span data-contrast=\"auto\">The Red Queen is causing a drop in the CommTech Index<\/span><\/b><\/h4>\n<p style=\"text-align: left;\"><span data-contrast=\"auto\">A key topic was the recently published\u00a0<\/span><a href=\"https:\/\/agcommtech.de\/commtech-index-report\/\"><span data-contrast=\"none\">CommTech Index Report<\/span><\/a><span data-contrast=\"auto\">, the industry\u2019s digitalisation<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">barometer.<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">With a score of 38 out of 100 and a drop of seven points compared with the previous year, the result initially appears to be a step backwards. However, the so-called Red Queen Effect makes it clear that even though companies are innovating faster, it seems as though they are not making headway because technology is developing at an even more rapid pace. Rather than burying their heads in the sand, industry experts are increasingly viewing progress as a long-term transformation process \u2013 not as a quick sprint.<\/span><\/p>\n<h4 style=\"text-align: left;\"><b><span data-contrast=\"auto\">From quick wins to strategic integration<\/span><\/b><\/h4>\n<p style=\"text-align: left;\"><span data-contrast=\"auto\">A clear trend emerged at the summit: initially, AI was primarily associated with quick wins, such as time savings in content creation. However, it became clear at the summit that artificial intelligence must move into the next phase: sustainable and strategic integration that goes beyond short-term efficiency gains. According to David Willmes, Head of Media Distribution and Campaigning at SCHOTT AG, three factors are key to achieving this: cultural embedding within the corporate context, a solid data foundation and the right tech stack.\u00a0<\/span><\/p>\n<p style=\"text-align: left;\"><span data-contrast=\"auto\">The key point is that AI must become an integral part of corporate culture \u2013 not merely as another tool in the digital toolbox, but as a driver of cultural change. The issue of governance is also particularly important: structures must be put in place that go far beyond IT and legal considerations and, in particular, take ethical dimensions into account.<\/span><\/p>\n<h4 style=\"text-align: left;\"><b><span data-contrast=\"auto\">Data-driven communication as a deal-breaker<\/span><\/b><\/h4>\n<p style=\"text-align: left;\"><span data-contrast=\"auto\">\u201cCommunication without a factual basis is fatal. It is self-defeating,\u201d as Stefan Mori\u00dfe, Vice President of External Communications &amp; Media Relations at E.ON Energie Deutschland GmbH, aptly put it.<\/span><\/p>\n<p style=\"text-align: left;\"><span data-contrast=\"auto\">Communication can only contribute strategically to business development if smart objectives are defined and the impact of the measures is measured.\u00a0<\/span><span data-contrast=\"auto\">However, the reality is often quite different: many communications departments still measure outputs rather than outcomes, reach rather than impact, and press cuttings rather than reputation. Only a structured data infrastructure with consistent impact measurement can turn artificial intelligence into a genuine tool for relationship management and strategic steering.<\/span><\/p>\n<h4 style=\"text-align: left;\"><b><span data-contrast=\"auto\">The role of communicators<\/span><\/b><\/h4>\n<p style=\"text-align: left;\"><span data-contrast=\"auto\">Digital transformation is a cultural challenge that must be actively shaped by communicators. Susanne Marell, Executive Board Member for Corporate Affairs at the Schwarz Group, identifies three key roles in this regard: as catalysts for new ways of working and technologies, as architects of a data-driven communication strategy, and as navigators through the company\u2019s digital transformation.<\/span><\/p>\n<p style=\"text-align: left;\"><span data-contrast=\"auto\">As a result, the digitalisation of communication is increasingly becoming a strategic management task and a key factor in determining reputation and competitiveness.<\/span><\/p>\n<p><span data-contrast=\"auto\">Those who set the right course now will not only ensure their company\u2019s long-term viability, but will also play an active role in shaping the transformation of professional communication. As a consultancy that takes a strategic approach to communication, we support you every step of the way \u2013 from strategy development through to implementation and the sustainable embedding of these changes within your organisation.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":3,"featured_media":3659,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,75],"tags":[146,139,137,138],"class_list":["post-3655","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-allgemein","category-unternehmenskommunikation","tag-commtech-summit","tag-effizienz","tag-ki","tag-kommunikation"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>KI-Strategie statt Tool-Sammlung: Learnings vom Commtech Summit 2025 - ORCA van Loon<\/title>\n<meta name=\"description\" content=\"KI revolutioniert Kommunikation: Effizienter, strategischer und zukunftsf\u00e4higer \u2013 f\u00fcr langfristige Wettbewerbsvorteile.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/orcavanloon.de\/en_en\/ki-strategie-statt-tool-sammlung-learnings-vom-commtech-summit-2025\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"KI-Strategie statt Tool-Sammlung: Learnings vom Commtech Summit 2025 - 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