“Colleague AI”: From evolution to implementation and co-creation

Research description

Title: “Colleague AI”: From evolution to implementation and co-creation

Team: Prof. Dr. Swaran Sandhu (HdM Stuttgart), Prof. Sophia Volk (LMU)

Project duration: January – December 2026

The project continues and further develops the AI Future Lab and aims to deepen the key insights gained from three previous workshops. The research focuses on the collaboration between communication departments and AI systems (“Colleague AI”) and the analysis of skills in the use of generative and agent-based technologies. Faced with rapid technological developments, companies are confronted with the urgent question: “How can communications departments work with ‘colleague AI’ in a way that is future-proof, responsible, and efficient?” Faced with rapid technological developments, companies are confronted with the urgent question: “How can communications departments work with ‘colleague AI’ in a way that is future-proof, responsible, and efficient?”

Objectives of the study

The project is divided into three interconnected parts. The project aims to systematically research the use of artificial intelligence in corporate communications and derive practical insights. The focus lies on both evaluating existing AI applications and designing new forms of collaboration between humans and machines.

The overarching goal is to provide a detailed description of the changes brought about by AI in corporate communications, to reflect on these processes through collegial consultation and reflection, and to strengthen AI competencies.

While existing research primarily highlights the fields of application, ethical aspects, or effects of AI chatbots, there is a lack of studies that systematically examine the co-creation between humans and AI and analyze how communications departments evaluate the use of AI. The project addresses this gap through three subprojects:

(1) Use and evaluation with and of AI in communication departments (LMU)

Does AI make it possible to work more efficiently, creatively, or strategically, and if so, how? What methods and KPIs can be used to measure this, and where are the gaps? These questions are addressed in a quantitative survey of communications managers in companies.

(2) Colleague AI: Co-creation and integration of AI in communication departments (HdM)

What changes are communications departments and communicators experiencing as a result of the use of AI, particularly agent-based systems, in their daily work? This question is being studied using a combination of methods.

(3) “Hermes AI” demonstrator (HdM)

Development of a chatbot, “Hermes AI,” to make the publications of the Academic Society more accessible to various target groups.

Methodological approach

1. Quantitative survey of communications managers in DAX, MDAX, and, possibly, the largest German private companies to identify factors influencing the evaluation of and with AI.
2. How do roles, self-image, and self-efficacy change due to the use of AI? Based on a quantitative survey of communications managers, in-depth interviews and/or participant observations are conducted in partner companies.
3. Development of a chatbot, “Hermes AI,” to make the publications of the Academic Society more accessible to various target groups.