Brandfinity Archives - m&k https://www.markt-kom.com/en/tag/brandfinity/ The creative side of the economy Tue, 19 May 2026 07:49:27 +0000 en-US hourly 1 https://wordpress.org/?v=7.1.3 https://www.markt-kom.com/wp-content/uploads/2024/07/favicon-150x150.png Brandfinity Archives - m&k https://www.markt-kom.com/en/tag/brandfinity/ 32 32 KI-Marketingstudie Schweiz: Fast 80 Prozent nutzen KI täglich https://www.markt-kom.com/en/markom/ki-marketingstudie-schweiz-fast-80-prozent-nutzen-ki-taeglich/ Tue, 19 May 2026 07:49:27 +0000 https://www.markt-kom.com/de/?p=255622
80 percent of Swiss marketing teams use AI on a daily basis. Source: zvg

AI Marketing Study in Switzerland: Widespread Use, but Structural Gaps

The Swiss AI Marketing Study provides, for the first time, representative data on how organizations in Switzerland use artificial intelligence in marketing. Initiated by Brandfinity in collaboration with Swiss Marketing, HEG Fribourg, PME Magazine, and M&K (Markt & Kommunikation), this is a national research initiative that examines strategy, data readiness, automation, AI governance, and performance measurement. Approximately 200 marketing and sales managers from German-, French-, and Italian-speaking Switzerland participated voluntarily and anonymously.

According to the consortium, it combines academic rigor, industry expertise, media reach, and methodological credibility. The goal is to provide objective, transparent, and comparable data so that marketing and sales leaders can better understand their AI maturity and strategically manage the pace of technological advancement.

High Levels of Daily AI Use

Nearly 80 percent of respondents say that AI is used daily within their marketing teams. There are significant regional differences: In German-speaking Switzerland, this figure stands at 85 percent; in French-speaking Switzerland, at 71 percent; and in Ticino, at 50 percent. Across all industries, the education sector stands out in particular at 87 percent, followed by manufacturing at 80 percent and healthcare at 75 percent. The automotive industry brings up the rear at 50 percent.

When it comes to the proportion of AI-generated marketing content, the picture is mixed: 34 percent of respondents create between 10 and 30 percent of their content using AI, while 32 percent create between 31 and 60 percent. Only 4 percent produce more than 91 percent of their content using AI. The majority, therefore, use AI as a supportive tool rather than a complete replacement for human-generated content.

Time savings exist, but are rarely measured

When it comes to the time savings achieved through AI, it is striking that 49 percent of participants do not yet actively measure the time saved. Of those who do, 19 percent save about six hours per week, 16 percent save between three and six hours, and 15 percent save up to three hours. Larger companies with more than 10,000 employees or between 250 and 999 employees show particularly high rates of AI usage in content production.

SEO Optimization and New Areas of Application

61 percent of respondents are already adapting their SEO approach to AI-powered search engines, though only 19 percent are systematically implementing this optimization. In the area of A/B testing, 14 percent actively use AI, while 18 percent are experimenting with it. When it comes to personalization, 8 percent report measurable results, and 29 percent use AI to some extent. In customer support, 17 percent work with AI agents to some extent, and 4 percent use fully autonomous AI agents.

Governance and Training as Key Weaknesses in the Swiss AI Marketing Study

Although nearly 90 percent of respondents confirm that AI influences their work and creativity, there are significant gaps in organizational adoption. 49 percent do not offer formal prompt engineering training, and 64 percent of management teams have not yet been trained to monitor AI workflows. Still, 48 percent have mandatory verification processes for AI-generated content, and 54 percent of teams engage in regular or occasional discussions about AI.

When it comes to marketing workflows, 31 percent have already redesigned key processes using AI, while 32 percent are currently undergoing this transformation.

Data Quality as an Obstacle

43 percent of respondents say their data is not clean or standardized—a significant barrier to scaling AI adoption. Only 17 percent have clean and accessible data, and just 13 percent have a fully integrated view of the customer. When it comes to reporting, 71 percent of teams still lack automatic dashboard updates, and only five percent have fully automated reporting.

The study shows that Swiss marketing teams are currently shifting from experimenting with AI to operationalizing it. According to the study, the key challenge lies in transforming the day-to-day use of AI into structured, measurable, and scalable processes.

For more information on the study, visit https://www.brandfinity.ch.

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