Impact of digital transformation on marcoms’ everyday life

Like hardly any other topic, the digital transformation is currently shaping public discussion in the communications industry, but operationally, it has barely reached the marketing, PR, and social media departments, yet. Only a minority is currently using future technologies, such as artificial intelligence (AI), blockchain or mixed reality (MR). This is now confirmed by an international survey of 155 communication managers, designed and carried out by the Macromedia University of Applied Sciences in cooperation with the PR agency cocodibu. The so-called “Values & Visions 2030” study is planned to be conducted on a regular basis in the future with different focuses.

Artificial intelligence affects most communication disciplines

Just under 15% of those surveyed are currently involved in the development of AI applications in their company. In blockchain projects, there are only 5% that deal with specific application scenarios.

Respondents predict that personalized advertising to develop the fastest: 39% indicated that it will become the standard in 2020. The experts foresee that the tide will only change around 2025, but then even more dynamically: by then, most technologies will be used in both external and internal communication. Furthermore, 23% of the communication experts surveyed believe that, for instance, artificial intelligence in the form of voice assistants will have achieved a breakthrough. They see further areas of application for AI primarily in the field of communication strategy, creation, and the way in which companies communicate with stakeholders.

A significantly longer time frame is forecasted for blockchain technology: In the form of smart contracts, 29% of those surveyed believe, it will not be part of most companies’ repertoire until 2030. In contrast to AI, the Internet of Things and blockchain will also have the least impact on communication. Augmented and virtual reality (mixed reality), on the other hand, will play a central...