Research - 13.08.2025 - 09:00
More and more Swiss companies are experimenting with AI applications, for example in customer communication or to increase the efficiency of internal processes. 40% of companies have only been doing so since 2024. However, according to the “AI Marketing Executive Pulse 2025”, its use often remains superficial and operational. The strategic potential of AI is rarely exploited – yet this is precisely where key opportunities for sustainable impact in companies lie.
The study, conducted by Felix Schakols, Prof. Dr. Reto Hofstetter and Prof. Dr. Ivo Blohm, is based on a survey of 325 Swiss executives with responsibility for marketing management and was conducted in collaboration with the market research institute YouGov between January and March 2025.
A detailed analysis of the survey reveals the following insights:
1. Solid basic knowledge, but a third of executives feel overwhelmed
Executives in Switzerland have a solid understanding of AI, scoring an average of 4.5 out of 6 points on the AI literacy scale. Executives whose companies already use AI have significantly more knowledge than those who do not yet use AI. One third (32%) of the executives surveyed feel overwhelmed when dealing with AI. The wide variety of AI solutions available plays a major role here. A good third (38%) see AI as a threat to society or the economy. However, there is a striking discrepancy between the respondents' self-assessment and the assessment of others: many executives rate their own AI expertise as rather weak, even though they perform significantly better in objective AI knowledge tests (AI Literacy Scale).
2. High AI usage, but few proprietary models
Three-quarters (75%) of companies already use AI – mostly via standard tools such as ChatGPT or Copilot. Interestingly, despite the media hype surrounding DeepSeek, only 1% of respondents use the Chinese AI model. In addition, only around a quarter (27%) of companies use their own models or technologies such as fine-tuning and customising existing models. Larger companies with more than 50 employees are more likely to rely on their own solutions. Strategic AI applications (e.g. in brand strategy) are significantly less accepted than operational applications such as advertising, content or customer communication.
3. Small budgets with big growth
Over 70% of companies currently invest less than CHF 100,000 per year in AI. However, willingness to invest is increasing: on average, executives plan to increase their budgets for AI solutions by 67% over the next two to five years. Companies with more than 50 employees are already investing larger amounts and more frequently. This shows that as companies grow, not only do their budgets increase, but so does the importance they attach to AI.
4. Individual use, especially for texts
The daily use of AI remains the exception: only 12% of executives use AI tools every day, and a third (33%) use them less than once a week. Over 90% of managers use AI for text generation, 40% for images and around 10% for audio and video.
5. Focus on data protection – yet sensitive data is still being shared
Swiss executives consider data protection to be the key risk associated with the use of artificial intelligence – yet 56% of the managers surveyed share internal company data with AI tools. Even among those who exclusively use standardised models such as ChatGPT, almost half (42%) do so.
The “AI Marketing Executive Pulse 2025” shows that effective use of AI requires more than just access to standardised tools. Companies should now take targeted steps to strategically embed AI and remain competitive in the long term. The study authors recommend three key measures:
1. Think beyond standard tools
The widespread use of solutions such as ChatGPT or Copilot is a good start but often falls short. Proprietary models or specialised platforms offer more control, greater relevance and long-term differentiation opportunities. Companies should analyse where it makes sense to invest in customised AI solutions. The latest research shows that AI offers great potential in strategic decision-making processes, such as positioning the company in the market. Companies are still largely unaware of the precise support that AI can offer in this area.
2. Understand AI as a tool – not a threat
Public debate about AI is often dominated by concerns about job losses. However, the study paints a more nuanced picture: Swiss executives clearly prioritise productivity gains, efficiency and higher quality, rather than cost reductions through staff cuts, for example. Similarly, the majority of Swiss executives do not perceive AI as a threat. Instead, AI is primarily seen as a complement – another powerful tool in everyday work that supports teams rather than replacing them.
3. Empower employees in a targeted manner
Despite a good foundation among many executives, there is a broad need for training. Employees should develop a solid understanding of how AI works, learn how to handle sensitive data securely and responsibly, and acquire the ability to effectively integrate relevant tools into their daily work.
The “AI Marketing Executive Pulse 2025” from the Institute for Marketing and Customer Insight (IMC-HSG) offers current insights into the Swiss AI landscape. A one-pager is available for free download on the website and summarises the key findings on skills, usage patterns and challenges relating to AI in everyday management.
Images: Adobe Stock (miss irine) | IMC-HSG
