The respective company is at an impasse regarding the topic of AI. The marketing and communications department of the Swiss subsidiary of a big international Group sees promising opportunities, but still has to find the right approach to utilize it. Uncertainty arised because the group level has not yet issued any guidelines for the use of AI. However, the Swiss company's enthusiasm for innovation encourages them to start their own initiatives. To lay the basis for AI adoption, the thesis aims to identify key steps for AI integration and provide an employee training concept for its use.

To collect meaningful insights regarding the current use of AI and the corresponding major apprehensions, information obtained form the kick-off meeting was used to conduct two surveys with social media and CAS students of the FHNW as well as the employees of the marketing and communications department of the client company. Furthermore, four interviews conducted with an AI expert and client's employees revealed more specific insights. The findings from these two empirical research methods were additionally supplemented by academic literature, research studies and blogs from industry experts.

Through different research methods, various insights could be gained. The two surveys conducted have proven that a majority of the respondents recognize significant potential in AI and are already using it in their daily work. Moreover, is has been found out that the risks identified were consistent across all the research channels, allowing them to be generalised. Additionally, the four interviews revealed the need and importance of an employee education concept that prepares employees for the use of AI, especially in the field of marketing and communications. Based on the diverse findings, the thesis came to the conclusion that a necessary prerequisite for a successful implementation of AI is a proper change management. Such a process aims at fostering a culture of innovation and creativity. Furthermore, effective training could support in alleviating employees’ apprehensions. Concludingly, it has to be underlined that the extensive research has indicated that AI integration will become increasingly crucial for further enhancing companies’ efficiency and innovation progress. Therefore, it is recommended to profit from the new technology’s enormous potential to remain competitive.