The Integration of AI in Communication and Marketing

Abstract

The respective company is at an impasse regarding the topic of AI. The marketing and communications department of the Swiss subsidiary of a big international Group sees promising opportunities, but still has to find the right approach to utilize it. Uncertainty arised because the group level has not yet issued any guidelines for the use of AI. However, the Swiss company's enthusiasm for innovation encourages them to start their own initiatives. To lay the basis for AI adoption, the thesis aims to identify key steps for AI integration and provide an employee training concept for its use.