Communication Summit 2025: Between AI, gaming and public service

Nothing stays the same - especially not in the world of communication. Technological leaps, changes in media use and new social expectations are driving change that brings both opportunities and challenges.

The Communication Summit 2025 focused on the question of how we will communicate tomorrow. Experts from business, media, gaming and politics met on the podium to talk about new channels, changing expectations and disruptive technologies. In the exclusive video interviews with m&k, five of them provide insights into their view of the future - from the role of the public service to gaming as a communication platform and the impact of artificial intelligence.

Their perspectives show: Communication remains a dynamic field. Those who embrace change have the opportunity to actively shape it.

Public service in transition - the role of SRG

SRG Director General Susanne Wille made it clear that transformation and savings at SRG are strategically oriented. The focus remains on journalism - also on new channels. SRG is investing in its own streaming platform in order to better reach younger target groups. Wille emphasized the importance of quality journalism as a trustworthy environment - also for advertising.

Gaming as an underestimated communication platform

With around 2.2 million weekly gamers in Switzerland, gaming is no longer a niche phenomenon, explained Cedric Schlosser from MYI Entertainment. Companies and authorities could learn from the gaming community - whether through digital platforms such as Discord or through playful, approachable communication. The gaming culture offers companies access to interactive and engaged target groups.

Media diversity as a democratic basis

For National Councillor Martin Candinas, a diverse media landscape is essential for direct democracy. The balance between SRG and private media is crucial, as is the issue of advertising revenue: The outflow of advertising money to global platforms poses a threat to Swiss journalism. The industry must make better use of synergies in order to remain economically competitive.

LinkedIn as a new communication strategy - disruption in corporate communications

For Hans-Peter Nehmer from Allianz Suisse, the introduction of the "LinkedIn First" strategy was a turning point. When the new CEO Laura Gersch focused her communications heavily on LinkedIn, he, as Head of Communications, had to completely rethink his previous strategy. Instead of traditional communication channels, the focus is now on a direct, personal approach via the platform. This is an example of how new technologies and platforms are disrupting existing structures - and how companies need to respond in an agile manner.

Artificial intelligence - a prediction engine for communication

Marc Holitscher from Microsoft Switzerland sees AI as a decisive factor for the communications industry. It enables more efficient processes and an increased quality of work results. Nevertheless, human judgment is still needed to meaningfully classify results. AI will not replace communication professionals, but will make their language and precision skills even more important.

Conclusion: New paths, new skills

Whether media companies, politics, business or gaming: the future of communication is digital, interactive and requires new strategies. Platforms are changing, but the core competence remains: clear, targeted language and the right use of technological possibilities. Those who are prepared to face up to these changes will be able to shape communication successfully in 2030 and 2050.