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AI as a Driver of Communication and Transformation

The key message was clear: Artificial Intelligence is more than just a technology – it is a driver of innovation, differentiation, and new business models. At the same time, “Beyond AI” means thinking beyond the hype. How can real change in customer service be achieved? What role does the human play in the dialogue with machines? And how can companies unlock the potential of AI in a sustainable way?

A wide range of impulses, best practices, and use cases impressively demonstrated that AI delivers the greatest value when it is meaningfully embedded into existing IT architectures, processes, and organizational structures.

Trends, Technologies, and Use Cases

In inspiring keynotes and panel discussions, the role of Large Language Models (LLMs) was examined in detail – including their opportunities, risks, and limitations. Open-source AI and the topic of digital sovereignty in Europe were also discussed extensively.

The design of the Conversational User Interface is becoming a decisive strategic differentiator for AI applications and must take the entire customer journey across multiple channels into account.

A particular highlight was the presentation of the new voice dialog system “Bahnportal 3.0”, designed to handle high peak loads while combining modern conversational AI with robust system integration. The key takeaway: The future of communication lies in high-performance, multimodal, and empathetic dialog solutions.

Communication 2030

The second day gave participants the opportunity to actively engage. In hands-on workshops – moderated in part by AI expert Sophie Hundertmark – key topics such as the EU AI Act, emotional bot interactions, and the structured use of AI within organizations were explored.

The event concluded with a panel discussion featuring representatives of leading network operators on the topic of “Communication 2030.” They outlined a future vision in which voice remains a central communication channel, intelligently orchestrated with chatbots, self-service platforms, and emotionally intelligent dialog systems.

Beyond AI: Six Key Takeaways

1. AI impacts both internal and external processes – from process automation to hyper-personalized customer communication. Successful companies take a holistic approach to AI while keeping people at the center.
2. System integration is the key lever – data, processes, compliance, and architecture must work together to enable sustainable AI transformation.
3. Voice remains highly relevant, embedded in a consistent customer journey. Especially in complex or sensitive situations, language proves essential for trust and clarity.
4. Emotional bots are more than a trend – they enhance customer loyalty and user experience, provided they are authentic, empathetic, and transparent.
5. The Model Context Protocol (MCP) provides the technological foundation for efficiently connecting AI applications with data sources and processes – like a “USB-C” for the AI ecosystem.
6. Open source and the EU AI Act as strategic opportunities – digital sovereignty, regulatory clarity, and flexible technology partnerships will become key competitive advantages in the future.

Our Conclusion

The CreaLog Summit 2025 clearly demonstrated that communication in the age of AI must be rethought – and how essential it is to integrate new technologies with strategic foresight, ethical responsibility, and technological expertise.

We would like to thank all participants, speakers, and partners for two intense days full of exchange, inspiration, and forward-looking discussions.

We are already looking forward to seeing you again at the next CreaLog Summit!

The date is already set:
Save the Date! October 27 + 28, 2026

Until then, join us for an exclusive webinar edition of the Summit 2025 on January 22, 2026 at 2:00 PM (CET).

Registration is already open:
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