YouGov has investigated how the German population perceives generative artificial intelligence (AI) in the news and brand marketing sector. The report is based on a population-representative online survey conducted in April 2025.

The results show a differentiated picture between curiosity, benefits and mistrust. More than a third of respondents have a negative view of the role of AI in the next ten years. There is particular concern about the spread of false information and deepfakes: 53% of respondents said they were worried about this.

Despite these concerns, many also recognize advantages. Increased efficiency and cost savings are mentioned above all - expectations that relate to editorial work processes or content production, for example. At the same time, more than half of respondents are uncomfortable with AI-generated news content appearing on social networks.

The age difference is particularly striking: while Generation Z and millennials in particular are more open to AI-supported news formats, rejection is more pronounced in older age groups.

When it comes to generative AI, trust remains a key issue. 54% of respondents trust journalistic content created by AI less than that created by humans. Only a third trust AI-generated news just as much or more. In a country comparison, Germany is therefore in the average range.

Similar skepticism is evident in the brand marketing sector: younger target groups are more receptive to the use of generative AI in brand communication. But overall, only 15 percent of respondents said they could imagine consuming content from AI-generated influencers - a significantly lower figure than in other markets.

The legal issues surrounding generative AI also remain a concern. 61% of respondents believe that there is not enough regulation in the field of generative AI. The disclosure of the use of AI is particularly important to them: 77% are in favor of appropriate labeling of content.

YouGov's report shows that the use of generative AI holds potential for efficiency and innovation for journalism and companies alike - but is also viewed critically by consumers. Trust, transparency and comprehensible framework conditions remain key prerequisites for increasing public acceptance.

The Xaver Award will be held in Bern for the first time on September 9, 2025. The event is considered the most important award in the Swiss LiveCom industry and is organized by the Swiss LiveCom Association Expo Event. The venue is the newly opened Festhalle on the Bernexpo site. With 47 projects submitted, the award has reportedly received a record number of applications for a regular event - the only time more were submitted was in 2022, when two years were combined due to the pandemic.

The move from Zurich to Bern is intended to facilitate access to western Switzerland and strengthen the format's national appeal. "The Xaver Award and the new Festhalle are a perfect match, as both are important beacons for the event industry," says Expo Event President Christian Künzli. The motto of this year's edition is "Wanted", in reference to the symbolic "Wild West" and the search for outstanding live communication projects.

The awards ceremony in the Festhalle is part of an extensive program: the association's general assembly will take place in the afternoon. Around 500 guests from the industry, politics, business and society are expected to attend the award show in the evening. The official part of the event will be followed by networking catering and an after-party from 10 pm. Guests are invited to dress in Wild West style.

Projects are awarded in the categories Best Corporate Event, Best Consumer / POS Event, Best Efficiency Project, Best Expo Project, Best Brandworlds & Temporary Installations and Exhibitions and Best Public Event. The "Best Exhibition Stand" category will also be awarded for the first time. In addition, the "Public Xaver" via online voting and a lifetime achievement award will be presented.

The jury for 2025 comprises six members from different areas of the industry. New members are Cédric Schlosser from MYI and Iwan Funk from Bellprat Partner. The evaluation of the submitted projects will take place on June 3 and 4 in Zurich's Hallenstadion. The full list of projects will be announced at the beginning of June.

People in Switzerland are increasingly okay with authorities using AI tools for communication. These are the findings of a study conducted by Gfs.bern on behalf of the Federal Chancellery. The research institute conducted surveys to find out how the Swiss population views the use of AI in communication with authorities. The study takes into account both the personal use of AI and views on the use of this technology in public administrations, as reported by the Federal Administration.

According to the authors, the targeted use of AI for tasks such as translations, text simplification and summaries is widely accepted. When asked about their personal use of AI, 40 percent of the more than 1,000 people surveyed stated that they do not use ChatGPT and the like.

When it comes to the use of AI in communication with public authorities, the assessment varies depending on the task. For example, 80 percent of respondents support the use of AI for translations. Only 44 percent, on the other hand, would approve of AI being used for the automated writing of responses to citizens. At the same time, it is important to many that AI results are always checked by experts.

There are also regional differences in terms of trust in the authorities, according to the report. A total of 60 percent of all respondents stated that they trust the authorities. In French-speaking Switzerland, the figure is as high as 68 percent, but only 43 percent in Italian-speaking Switzerland. Younger people are significantly more likely to trust the authorities than older people - with a figure of 75 percent.

Concerns of the population and strategy of the administration

The study also shows that data protection, responsibility and transparency are central to the acceptance of AI in government communication. Accordingly, the majority of respondents demand that authorities continue to take responsibility for AI-based processes and that the results are reviewed by competent employees. Respondents also expressed concerns about dependence on international tech companies, according to the Federal Administration

Since March 21, 2025, the Federal Administration has had its own strategy for the trustworthy and competence-based use of AI systems. The associated implementation plan is currently being developed by the Federal Chancellery in close coordination with the departments. The development of AI skills is only one part of this. (Filip Sinjakovic/rja)

This article first appeared in Netzwoche.

The title "CMO of the Year" deliberately focuses not on companies or brands - but on people. The prize is awarded to a personality who is behind a successful brand and who visibly shapes marketing in Switzerland. The award underlines the strategic importance of the CMO role in the Swiss economy and recognizes those who build and develop brands and navigate through challenging market phases. At the same time, the award sets an example for the entire industry - and for its young talent.

Structured selection process with depth

The selection follows a structured procedure: Potential candidates are nominated by the jury. The Institute for Marketing & Customer Insight at the University of St. Gallen, headed by Prof. Dr. Sven Reinecke, then analyzes the proposals and compiles a longlist including dossiers. This results in a shortlist of personalities - the result of in-depth discussions within the jury panel. The winner is chosen at the final jury meeting.

Modern requirements for the CMO role

The selection criteria reflect the current understanding of the role of CMOs. We are looking for leaders who think strategically, boldly break new ground and consistently implement customer centricity. Those on the shortlist must demonstrate entrepreneurial success, strong leadership, innovative spirit and sustainable action. A contribution beyond day-to-day business is expected - for example by designing sustainable brands or anchoring purpose and values in the company.

Intense jury debate with a strong result

The selection committee consists of 24 experts from business, science, media, HR consulting and marketing. Their experience ensures the depth of the discussion and the soundness of the decision. This year's meeting was intense and characterized by multi-layered debates. The jury emphasized the high quality of the nominations - which made the search for the ideal match challenging. This made the result all the more satisfying.

Bringing such personalities onto the stage has a signal effect. Especially in a complex, accelerated market environment, CMOs are needed who shape change and lead brands in a future-proof way. The award makes these achievements visible - and gives them the stage they deserve. The winner will be announced at an exclusive gala evening in August. In addition to the award ceremony, the event with around 100 to 120 C-level guests also includes an inspiring keynote speech and the presentation of the nominated personalities.

The sixth DigitalBarometer was published on May 21, 2025. This year's study was once again initiated and implemented by the Risk Dialogue Foundation and supported by the Mobiliar Cooperative. It is a representative study for Switzerland with differentiated analyses of various areas of digitalization. The annual survey highlights changes in the debate and social dynamics. This year's edition sees a strong desire for digital balance, but also identifies a growing concern about social cohesion.

Digital Switzerland: top in infrastructure, flop in digital inclusion

The population sees Switzerland's greatest strengths in the context of digitalization in the digital infrastructure (54%), the research landscape (49%) and the innovative strength of the economy (43%). At the same time, the results clearly show where the Swiss population sees the greatest deficits in digital development: Dealing with people who are unable to keep pace with digitalization is the biggest perceived weakness, with 58% of mentions. This finding has not changed since the first measurement by the DigitalBarometer 2019. The lack of political commitment to digitalization (45%) and Switzerland's lack of digital independence (43%) are also viewed critically.

Mental health: Switzerland struggles for digital balance

The majority of the Swiss population rates digital applications positively for their well-being - especially organizational and learning apps (67%), health apps (64%) and messenger apps (62%). Games are also widely accepted: a third of the Swiss population plays games every day, regardless of gender, age and education. Almost half (49%) also perceive the influence of games on their own well-being as explicitly positive. Respondents are more critical of social platforms such as Instagram and TikTok: 39% see them as a burden on their well-being, while only 31% see them as beneficial. There is also a strong desire for digital balance among the population: eight out of ten people support corresponding measures in the school context (81%) or the establishment of targeted offline spaces (78%).

Strong perception of risk with simultaneous potential for local engagement

Two thirds of the Swiss population (66%) believe that social cohesion is at risk in the context of the digital transformation. Manipulation and disinformation in particular are perceived as a major risk by 78TP3T. Around half are also concerned about a lack of social interaction and declining solidarity (51%) as well as increasing polarization and division (45%). More modern, more transparent administration (76%) and new access to education (65%) are seen as the main opportunities for strengthening cohesion. 51% of respondents also attach particular importance to local engagement in the context of digitalization. "I am particularly pleased with this finding," says Daniela Ramp, project manager at Risiko-Dialog. "It shows that the population sees the potential of digitalization for low-threshold and flexible social engagement as an opportunity to strengthen social cohesion."

Where robots are welcome and where they are not

The Swiss population has clear knowledge gaps in the area of artificial intelligence: 52% state that they know little or nothing about it. The acceptance of robots depends heavily on their area of application: while surgical robots in surgery with 59% or driving robots in public transport with 46% enjoy a rather high level of acceptance, patrol robots in public spaces with 30% or robots as team members with 26% are less accepted, for example. Anna-Lena Köng, project manager at Risiko-Dialog, explains this as follows: "These differences indicate that people trust robots for technical tasks, but react hesitantly in social interactions and in safety-critical areas".

Conclusion: Digitalization requires a dialogue of values and foresight

Project managers Daniela Ramp and Anna-Lena Köng draw the following conclusion from this year's DigitalBarometer: "In future, we as a society will have to deal more closely with weighing up the social, economic and ecological opportunities and risks of the digital transformation. Fundamental values such as freedom, security, equality and sustainability must be discussed and reconciled, and we must learn to deal with uncertainties. The results of the DigitalBarometer 2025 make it clear that an open, inclusive dialog on values such as freedom, security, sustainability and equality is needed in order to shape the digital transformation responsibly.

Source: Risk Dialogue Foundation

This article originally appeared on m-q.ch - https://www.m-q.ch/de/digitalbarometer-2025-zwischen-digitaler-balance-und-sorge-um-gesellschaftlichen-zusammenhalt/

According to the latest "Digital Ad Trust Report" for the first quarter of 2025, the visibility of display advertising rose to an average of 74.6% - an increase of 3 percentage points compared to the previous quarter. Mobile formats in particular contributed to the positive development: Their viewability rate increased by 3.7 percentage points to 71.7%. The 320×416/480 format reached a new record of 79.6%. Progress was also made on the desktop, with the 300×600 format leading the way with a visibility rate of 88.8% (+5 percentage points).

The rate of fraudulent ad impressions (Sophisticated Invalid Traffic, SIVT) remained at a stable low level of 0.54%, according to the report. On mobile devices, the ad fraud rate fell to 0.29%, while desktop ads stood at 0.92%. Very good values were also achieved again for brand safety: the blocking rate fell to 0.01%.

The visibility of video ads was 81.5% in the quarter. Mobile outstream formats performed particularly strongly, increasing by 11.1 percentage points. Desktop in-stream advertising, on the other hand, recorded a slight decline to 81.4%.

"The consistently positive developments in the first quarter of 2025 - particularly in mobile visibility and video advertising - are a strong signal of the quality and transparency of the Swiss digital market," summarizes Roland Ehrler, President of Digital Ad Trust Switzerland.

A new global survey by certification company DNV shows that while six out of ten food and beverage companies recognize food waste and loss as a significant problem, less than a quarter have put the issue at the top of their strategic agenda. This indicates a large gap between awareness and action. In the ViewPoint survey, which involved 375 companies from Europe, America and Asia, 85% of companies say they are taking action to reduce food loss and waste, but only 44% have established systems in place. Furthermore, less than one in three companies are aware of the upcoming introduction of the ISO 20001 management system standard, which is designed to help companies minimize food loss and waste along the entire supply chain.

Problem recognized - solutions missing

"Food loss and waste is both a sustainability challenge and a missed business opportunity. Our findings suggest that while companies recognize the scale of the problem, many are still at the beginning of their journey towards more effective, system-wide structured solutions," says Barbara Frencia, CEO of Business Assurance at DNV. The report highlights the complexity and scale of the problem. Companies cite a variety of causes, from process inefficiencies and human error to limited shelf life data and overproduction. Nevertheless, 43 percent of respondents believe that more than 10 percent of unavoidable food loss and waste could be reused for other purposes - but only 19 percent currently do so.

Food waste brings sustainability problems

Food loss and waste is increasingly becoming a sustainability issue and a financial burden for the global food and beverage industry. According to the United Nations Environment Programme, over 1 billion tons of food was wasted worldwide in 2022. The survey highlights the collective opportunity - and responsibility - of the industry to drive significant change. "There is a clear business case for taking decisive action on food loss and waste to reduce costs while helping to feed the world's population. A structured approach, reliable data and best practice standards are crucial for companies to translate their intentions into measurable results," concludes Frencia.

Further survey results

The survey revealed further important results. For example, only 24 percent of companies stated that food loss and waste is at the top of their agenda. And 30 percent believe that only a small proportion of their food waste is preventable, while a further 28 percent believe that the majority could be prevented. Again, 75 percent have integrated food loss and waste into their sustainability strategies, but only 40 percent report on it publicly. Reporting is still predominantly manual, with more than half of companies using spreadsheets.

Source: DNV

This article originally appeared on m-q.ch - https://www.m-q.ch/de/lebensmittelverschwendung-reduzieren-unternehmen-tun-zu-wenig/

As part of the wide range of measures, Migros is planning a nationwide campaign with direct customer contact this coming weekend. Employees will welcome customers with drinks such as the new non-alcoholic "non-sparkling wine", Migros Ice Tea or coffee from the Coffee-B system. A newly created apricot tartlet will be handed out at the checkout and children will receive craft materials - while stocks last. In addition, selfie walls in 80 larger locations and musical performances will create a special atmosphere.

The campaign is intended as a gesture of appreciation in the anniversary year. According to Migros, it is intended to emphasize the proximity to customers and show that even small gestures can have a big impact.

Wirz's anniversary campaign for Migros went live at the beginning of the year. More here.

Technology alone is no longer a guarantee of competitive advantage - a strong positioning is also required. With this in mind, Netrics is now specifically strengthening its brand management: with immediate effect, Daniel Howe will be responsible for the company's strategic positioning as Head of Communications & Marketing. The aim is to differentiate the brand more clearly in the market and to promote the company's growth.

"Digitalization alone is no longer a distinguishing feature - technologies are available, comparable and interchangeable," says Pascal Kocher, CEO of Netrics. "Real differentiation arises where complexity is reduced and the benefits are brought to the point. With his experience at the interface of technology, transformation and brand management, Daniel Howe brings exactly the expertise we need for this."

Daniel Howe can look back on over 25 years of experience in brand management and communication, including at companies such as Zühlke, KPMG, Switch, Lucerne University of Applied Sciences and Arts and most recently as Director of Strategy at an agency. He has supported numerous organizations in transformation processes, repositioned brands and implemented data-driven communication strategies.

"If you want to survive in a dynamic environment, you have to consistently make visible what you stand for - and what makes you special," says Howe about his new role at Netrics. "A strong brand arouses desire, provides orientation and serves as a compass for entrepreneurial decisions."

At the SVI general meeting in Olten on Friday, the association looked back on a difficult year. Financial challenges and increasing regulatory pressure characterized the situation. The SVI closed 2024 with a loss of CHF 12,756. Managing Director Andreas Zopfi therefore called for a change of perspective in which the industry leaves "crisis mode" and views the current circumstances - including regulatory changes and geopolitical uncertainties - as the new normal.

The meeting focused on the elections to the Board of Directors: After 13 years, President Philippe Dubois stepped down. Board members Micaël Müller (Migros Industrie), Hansruedi Schafflützel (Wipf) and Patrick Semadeni (Semadeni Group) also stepped down. Tobias Leischner (Bourquin) was unanimously elected as the new President. Rolf Eicher (JobTalente), Roberto Polizzi (Migros Industrie), Othmar Wohlhauser (Wipf) and Rudolf Zimmerli (Proderma) were also newly elected to the Board.

In his laudatory speech for outgoing President Dubois, Managing Director Zopfi paid tribute to his consistently focused work and his role as a bridge builder.

In the statutory part of the meeting, the members unanimously approved the annual report, minutes and budget for 2025. They also approved a 5% increase in contributions from 2026 - the first since 2010. The full minutes will be available at the end of May 2025 on the SVI website available.

Switzerland has committed to converting its energy system to net zero by 2050. A central element of this is the expansion of renewable energies. Researchers at the University of Bern and the Università della Svizzera italiana have developed the SWEET project as part of the federal funding program. Online game "Ensured Energy" in which participants can simulate and control Switzerland's energy supply over the next 30 years. The game is designed to increase understanding of the complex interrelationships within Swiss energy policy.

Energy transition brought to life

In "Ensured Energy", players make decisions on energy infrastructure, electricity imports and political measures and directly see the effects of their choices on the security of supply. Unexpected events also occur, such as extreme weather conditions or fluctuating energy prices.

Focus on opinion-forming

The project was led by Isabelle Stadelmann-Steffen, Professor of Comparative Politics at the University of Bern. Her team provided the thematic foundations, while the researchers at the Università della Svizzera italiana were responsible for the game design, model development and technical implementation. "Our aim is for the game to make it easier for players to form an opinion on energy policy alternatives on the path to net zero," explains Stadelmann-Steffen.

The Swiss Federal Office of Energy (SFOE) is financially supporting the game as part of the SWEET consortium "Sustainable and Resilient Energy for Switzerland" (SURE), which is researching sustainable energy solutions for Switzerland. The game is also part of a population survey that is investigating whether such interactive offers strengthen opinion-forming and confidence in one's own ability to act on the energy transition. The results of this study are not yet available.

In light of the increasing fragmentation and polarization of the public and the growing problem of fake news, the HarbourClub sees an urgent need for companies to take action. According to the newly presented "CCO Compass 2025" communication managers should increasingly act as stakeholder relationship managers in order to take on a more active role in the company and ensure the credibility of communication.

The publication was created on the occasion of the 25th anniversary of the HarbourClub with the participation of around 100 members and was presented for the first time at the Swiss Media Forum in Lucerne. It formulates thirteen concrete measures as recommendations for five central communicative fields of action. These include, in particular, building trust, dealing with a fragmented public and positioning on socio-politically relevant issues. Companies are often faced with the decision of whether to speak out publicly on controversial issues or to deliberately keep a low profile. According to HarbourClub, stances should be taken more strategically and less tactically in future. In recent years, this has often happened "on a whim or due to the mood of individual managers in the company".

An informal survey of Swiss communication managers shows that companies are expected to comment on climate change, sustainability issues, Switzerland's relationship with the EU and issues relating to social peace in particular. There are also industry-specific topics such as geopolitical developments and dealing with technology and artificial intelligence.

In the future - the turning point, as the HarbourClub puts it - communication will become more demanding, with fact-based, transparent and consistent storytelling being crucial. Hans-Peter Nehmer, President of the HarbourClub, summarizes as follows: "The head of communications is no longer just concerned with 'sending', but with shaping relationships with all stakeholder groups. This also means listening and entering into dialog. In future, we need to pay even more attention to facts and transparency. Heads of communication should be in a position to take responsibility for the sincerity of communication for the company. A communications department that is merely an 'internal service provider' and not a steering function will sooner or later be a reputational risk."