Comment from Gerald Lembke: Germany is not left behind when it comes to AI – it never really got off the ground
Tuesday, October 29, 2024, 10:50 a.m
Some time ago I gave a lecture to managing directors and marketing managers on the topic: “Is Germany left behind in AI? An inventory.” The result of my analysis was clear: Germany was never really on the AI highway. We therefore cannot be left behind.
This provocative statement caused astonishment among many. Participants in my lectures often assure me: “Oh, Mr. Lembke, we’re already doing that with AI! Things are going great for us.” But a look at the hard numbers shows a different reality.
According to a study by HubSpot in collaboration with LinkedIn from May 2024, only 7 percent of German marketers have integrated artificial intelligence (AI) into their processes. This means that Germany is in the worst position in a European comparison. In countries like Finland (20 percent) and Switzerland (17 percent), the use of AI is significantly more advanced (Germany is lagging behind).
About Gerald Lembke
Prof. Dr. Gerald Lembke is a business economist, media scientist and AI expert. He supports companies as a professor, author and consultant in digital transformation projects with a focus on digital communication. Lembke taught media management at the DHBW Mannheim and was president of the Federal Association of Media and Marketing eV. He heads the Steinbeis Transfer Center in Weinheim and is known as a digital thought leader and speaker. His expertise has been highlighted by Wirtschaftswoche, ZDF and SAT1, among others.
The ambivalence in the German economy
This discrepancy between self-perception and reality is symptomatic of the German corporate landscape. Many leaders claim that everything is going well, when in reality they are either hesitant or don't know how to use AI effectively.
The HubSpot study shows that 35 percent of German companies are just starting to test AI, and another 29 percent have this step yet to take. This delay shows that many companies are still in “test mode” while other countries are already working productively with AI.
Why we are lagging behind
Germany's lagging behind can be attributed to several factors: outdated IT infrastructures, a lack of qualified specialists and often a corporate culture that slows down innovation. These obstacles are not new, but their consequences are becoming increasingly clear in times of digital transformation.
The recently published Akkodis study confirms these findings and shows that outdated systems and the lack of collaboration between IT and business areas hinder digital transformation.
Another problem is “bullshit bingo,” where managers seek reassurance from their employees that everything is already being done. In reality, modernization is often only done on paper. But how can an organization remain competitive if it is not making progress with future technologies?
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What needs to be done
It's time we dream less and do more. We need to make managers digitally fit so that they can actually advance their company – and not just do superficial “AI laundry”. This requires the courage to change, investments in modern technologies and the building of a corporate culture that sees AI not as a threat but as an opportunity (this is what practitioners recommend).
The road to a successful AI implementation is rocky but doable. It is urgent that German companies find the courage to take digital transformation seriously. Otherwise, Germany will not only be left behind in the AI race, but will be completely sidelined.
Conclusion: Talk less, act more
Germany is not left behind – it never really got off the ground. But it's not too late yet. From November 2024, the new Porsche Panamera should only need 2.3 seconds from 0 to 100 km/h. That gives hope for Germany.
With a right strategy, investments in the right AI tools and a strong push for cultural change, Germany can not only hit the highways, but even turn left again. Now is the time to dream less and do more!
Surf tip: Futurologist Thomas Druyen – AI as an opportunity: Why the fear of job loss is unfounded
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