News19 December 2025

Review: CreaLog Summit 2025 – rethinking communication: Beyond AI from A to Z

On October 28 and 29, 2025, the CreaLog Summit became a genuine hub for the future of AI, customer communication, and digital sovereignty.

AI as a driver of communication and transformation

The central message: artificial intelligence is more than just technology – it is a driver of innovation, differentiation, and new business models. But “Beyond AI” also means thinking beyond the hype. What does genuine change in customer service look like? What role do humans play in dialogue with the machine? And how can companies tap into the potential of AI sustainably?

A wealth of insights, best practices, and use cases make a compelling case: AI works particularly well when it is meaningfully embedded – in existing IT architectures, processes, and structures.

Trends, technologies, and use cases

Engaging keynotes and panel discussions explored the role of LLMs (Large Language Models) – including their opportunities, risks, and limitations. Open-source AI and the topic of digital sovereignty in Europe were also discussed in depth. The design of the conversational user interface is becoming a decisive, strategic differentiator for AI applications and must keep the entire customer journey across different channels front and center

One highlight was the unveiling of the new voice dialog system “Bahnportal 3.0”, designed to handle peak loads and combining modern conversational AI with robust system integration. The message: the future of communication lies in high-performance, multimodal, and empathetic dialogue solutions.

Communication 2030

The second day gave participants the opportunity to get actively involved themselves. In hands-on workshops – including one moderated by AI expert Sophie Hundertmark – key topics such as the EU AI Act, emotional bot interactions, and the structured use of AI in companies were discussed.

To close, industry representatives from leading network operators discussed “Communication 2030” – outlining a vision of the future in which voice remains a central channel, but is orchestrated intelligently alongside chatbots, self-service platforms, and emotional dialogue systems.

Beyond AI: six key takeaways

AI has an impact both inside and outside the organization – from process automation to hyper-personalized customer communication. Successful companies think of AI as a whole – and keep people at the center.
System integration is the lever – data, processes, compliance, and architecture must work together to enable sustainable AI transformation.
Voice remains relevant – embedded in a consistent view of the customer journey – especially in complex or sensitive situations, where spoken language proves essential for trust and clarity.
Emotional bots are more than a trend – they increase customer loyalty and user experience – provided they are authentic, empathetic, and transparent.
The Model Context Protocol (MCP) provides the technological foundation for connecting AI applications efficiently with data sources and processes – like a “USB-C” for the AI space.
Open source & EU AI Act as a strategic opportunity – digital sovereignty, regulatory clarity, and flexible technology partnerships will become a competitive advantage in the future.

Our conclusion

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

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

We look forward to seeing you again at the next CreaLog Summit!

The date is already set:

Save the Date! October 27–28, 2026

In the meantime, there is an exclusive webinar edition of Summit 2025 on 22.01.26, at 14:00!

Registration is already open: https://www.crealog.com/de/event-registrierung/