Communication in the Digital Transformation: Trend Study Switzerland 2026

Description

The research project ‘Communication in the Digital Transformation’ is designed as a trend study and, since 2018, has been examining the current state and development needs of corporate communication in the digital transformation every two years. It is guided by a framework developed in 2018 that describes the role of corporate communications on three levels (Niederhäuser & Rosenberger, 2018): the micro level (communications department), the meso level (role in the transformation process of the organisation as a whole) and the macro level (acceptance in the market and society). The fifth study, conducted in 2026, is based on an online survey of CCOs in German-speaking Switzerland as well as ten in-depth interviews. Following the focus on Generative AI in 2024, the 2026 study examines how its use is transforming the organisation of communications departments themselves – structures, roles and competencies. The results show that Generative AI has been almost fully adopted within the departments and is permeating the entire value chain; digital maturity has reached a new high. In terms of competencies, assessment, advisory and strategic skills are gaining in importance. At the same time, many departments – particularly commercial enterprises – are under budgetary pressure and must actively assert their strategic positioning. The agenda for communication in the digital transformation has accordingly been further developed into Agenda 5.0.