Swiss firms embrace social media but grapple with trust and AI risks

Almost every major Swiss company now relies on social media as a key part of its communication strategy. A new study reveals how these organisations balance visibility with growing concerns over trust and social security. The findings also highlight the expanding role of AI in managing online content.

The Social-Media-Studie Schweiz 2026, now in its ninth edition, surveyed 435 organisations in autumn 2025. Conducted by Bernet Relations and the ZHAW, it marks the first time AI usage in corporate communication was systematically examined. Previous studies had not explored this area in depth.

Nearly all large Swiss companies use social media in a structured way. Their main goals include boosting visibility, expanding reach, and building trust. Yet many remain wary of risks like misinformation, public backlash, and data breaches.

Traditional tasks still dominate daily social media work. Content creation, monitoring, and performance analysis take priority. Direct engagement with audiences, such as dialogue and contact management, receives less focus.

AI tools have become a standard part of communication workflows. Most organisations deploy them for writing, editing, summarising texts, and translations. Far fewer use AI for generating images or researching trending topics. Guido Keel, Head of the Institute of Applied Media Studies at ZHAW, described today's platforms as 'purely entertainment and consumer spaces'. His comment reflects broader concerns about their reliability for professional use.

The study confirms that AI is now embedded in Swiss corporate communication, though its applications remain selective. While text-based tasks lead adoption, other functions like image creation lag behind. Organisations continue to weigh the benefits of social media against persistent challenges in trust and social security.