*This post was created with a self-made CustomGPT based on Sophie’s latest YouTube video. You can find the link to the video at the end of this article.
The use of artificial intelligence (AI) is now part of everyday life in many companies – whether for automation, analysis or creative support. But how can AI really become part of a team – not just a tool, but a real player in the work process? This is exactly what today’s article is about: AI prompted collaboration – using Helvetia as an example.
From blank sheet to sparring partner: AI as a permanent team component
In the summer of 2023, the Helvetia Switzerland communications team took a bold step. At a team offsite, we not only talked about the possibilities of AI, but also formulated a clear vision:
“AI is our team member that enables us to achieve faster results – with the same quality – and to expand our ideas and horizons.”
This attitude not only changed the way the ten-strong team worked, but also the role of corporate communications itself. It was no longer just about tools, but about attitude, process and joint development.
Vision alone is not enough: the path to implementation
Many companies write their visions on their websites – Helvetia has lived theirs. The phrase “No more text without AI support” became a concrete rule in everyday team life. At the same time, fears were discussed openly: Loss of creativity, quality issues and one’s own role in an increasingly AI-driven working world.
But it was precisely these discussions that made the process credible. Instead of blind technological euphoria, there was a pragmatic, reflective approach to the new possibilities.
Prompt Engineering as a team project
A key success factor: over the course of a year, the team developed extensive prompts for various types of text – from social media to media releases. The aim was to be able to tease out Helvetia’s “tone of voice” from ChatGPT – while remaining creative, professional and authentic.
The results? Today, around 60 percent of text input comes from AI – with the aim of increasing this to 80 percent. The claim: efficiency without loss of quality. Because even if AI is involved, no text leaves the house without human review.
AI as a sparring partner – not as a replacement
It is particularly exciting to see how Jens, Head of Communications at Helvetia, uses AI personally. For him, she is a sparring partner, critic and source of ideas all in one. Whether in copywriting, creative naming or assessing sensitive customer communication – AI helps to broaden perspectives and reach the goal faster.
The comparison Jens makes is apt:
“You wouldn’t kick an intern out just because they’re not perfect after ten weeks.”
It’s the same with AI – it can only develop meaningfully through continuous training, feedback and learning.
The role of corporate communications is changing
An interesting side effect of the use of AI is that the team at Helvetia is rethinking its own role. Away from pure text production and towards strategic communication development. Good prompts require clear briefings – and therefore a precise understanding of target groups, tonality and message.
AI is forcing us to communicate better – in both senses of the word. And it shows the potential that lies dormant in corporate communication: when internal standards rise, the quality of external communication automatically increases too.
Conclusion: AI is not a tool, but a cultural change
What we can take away from the conversation with Jens: AI-prompted collaboration works when it is understood not just as a tool, but as a cultural change. Helvetia shows how this change can succeed – through clear goals, continuous work, an open mindset and a strong team.
And perhaps this is precisely the key: AI is not only changing how we work – but also how we think and shape things together.
Any further questions?
Do you have any questions? I am happy to support you, act as a sparring partner and answer your questions. I am always happy to receive your messages, preferably by WhatsApp message or e-mail.
