Zurich Social Media Summit: AI Between Creativity and the Law
At the 83rd Social Media Summit in Zurich, more than 120 communications professionals discussed content creation using AI—from viral successes to legal guidelines.
The 83rd Social Media Summit took place on June 3, 2026, at the fully booked tibits in Zurich. More than 120 participants from the Swiss communications and social media community gathered early in the morning to discuss the topic: Creating Content with AI—Between a Creative Boost and Legal Guidelines. Bernet Relations is responsible for organizing this community event.
Even a failure can be an opportunity
Sharuch Shabbir, Migros« social media manager, rose to fame in December 2025 as the rapper behind the song »Grittibänz im Benz” under the pseudonym Sha38. The AI-generated TikTok video went viral and sparked a craze. At the Social Media Summit, he provided insight into how AI is used to create content for Migros’ social media channels.
In addition to the success story of «Grittibänz,» he also touched on an AI glitch from late fall 2025: the five-legged reindeer on a cookie tin. Migros’ social media team responded with a giveaway and a touch of self-deprecating humor—thus turning the mistake into an opportunity.
AI output never comes without human input
Markus Näf, a partner at Eversheds Sutherland and an adjunct lecturer in computer science law, drew on the example of the rapping Grittibänz in his brief presentation. He asked: Who owns this content? And who can assert legal claims, and on what grounds?
After an introduction to copyright law—only human creations are protected—and a discussion of a liability case involving misinformation provided by a chatbot, Näf offered the communications professionals in attendance specific practical tips. The human contribution to AI output should be documented, and he recommended checking the licenses of the tools used, since not every license version permits commercial use.
Checklist and Upcoming Social Media Summits
In anticipation of the 83rd Social Media Summit, Bernet Relations has updated its checklist titled «Using Generative AI Effectively in Communications.» In addition, Bernet Relations is offering AI workshops and shorter “coffee sessions” on this topic.
The next events will take place on Wednesday, September 2, 2026, in Bern, and on Wednesday, November 4, 2026, in Zurich.
For more information and to register for upcoming events: https://bernet.ch
