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Each year, our Web Management survey gathers insights from corporate communications professionals across Europe. This year’s responses reveal a clear shift: analytics and artificial intelligence are no longer emerging trends – they are now embedded in daily work. However, while adoption is high, challenges remain around capability, governance, and delivering long-term value. Here’s what we found.
In our yearly Web Management survey, we ask corporate communication professionals across Europe about their key challenges and priorities for the year ahead. Two themes stood out in this year’s responses: the growing role of analytics in shaping communication strategy, and the rapid normalisation of artificial intelligence as a core tool in daily workflows.
While adoption rates are high for both, many teams are still figuring out how to translate these technologies into long-term value. From gaps in ethical AI oversight to under-utilised advanced analytics tools, the survey findings point to an ongoing need for upskilling and support.
Key highlights
- Data and analytics inform strategy: Communication teams are increasingly relying on analytics to shape their strategies. However, many still face challenges in fully leveraging advanced tools to deliver long-term value.
- AI is embedded in everyday work: Artificial intelligence is now a standard part of many teams' daily workflows. Despite high adoption, organisations report a need for clearer ethical frameworks and more structured integration.
- Building skills for the future: Survey responses highlight a clear need for training on how to use analytics and AI effectively. While many organisations provide access to these tools, employees often lack the guidance and support required to apply them confidently and ethically.
The evolving role of analytics in corporate communication
In today’s increasingly data-driven communications landscape, analytics plays a defining role in how corporate teams understand their audiences, refine digital strategies, and demonstrate value. Our survey confirms that companies are investing in analytics to inform decision-making, support digital development, and respond more effectively to stakeholder expectations.
Widespread use, yet room for diversification
We found that 95% of respondents report using web analytics tools such as Google Analytics or Adobe Analytics. This shows that performance tracking is now deeply embedded in the day-to-day operations of communications teams. Social media analytics are also widely used (63%), offering insight into engagement across external platforms.
However, fewer companies are using more integrated or advanced tools. Only 32% use business intelligence platforms like Tableau or Power BI, and just 29% report using marketing automation tools. This suggests that while baseline measurement is well established, there is still an opportunity to adopt more sophisticated, cross-functional analytics solutions.
Understanding and engaging audiences is the top priority
The main drivers behind analytics usage reflect a strong focus on stakeholder-centric communication. The top goals are to improve audience engagement (65%) and understand stakeholder behaviour (63%).
Interestingly, more traditional marketing goals – such as increasing website traffic (40%) and driving conversions (33%) rank lower. This reflects the unique role of corporate communication in building long-term relationships rather than short-term transactions. Demonstrating return on investment (33%) is also a notable ambition, indicating a growing need to justify communication spend and impact internally.
AI’s growing role in corporate communication teams
Just as analytics is now deeply integrated into communication strategies, artificial intelligence is rapidly transforming how teams operate. This year's survey highlights a major shift in digital maturity, with AI tools now seen as a natural part of the corporate communicator's toolkit.
From experimentation to everyday use
In 2023, only 3% of teams reported using AI tools. As noted in our previous article on AI, that number grew to 56% by 2024. This year, it has surged to 93%. The leap reflects how quickly AI has moved from novelty to necessity.
Among current users, 57% use AI tools daily, while a further 38% engage with them weekly. Moreover, 95% say that their use of AI has increased over the past year. This steady growth suggests that AI is becoming not only more accepted but also relied upon.
As two respondents put it:
We see AI integrated in the different tools and services that we use. It is an integrated part of daily work for most.
It makes sense to use AI tools in order to improve content and overall performance.
A creative co-pilot
In 2024, content generation was the most common use of AI, with 85% of respondents using it to produce text. This remains true in 2025, with 84% still using AI for writing. Other popular uses include summarising information (78%), providing feedback (78%), and proofreading (68%).
Beyond text-based tasks, 46% use AI to generate images, and 43% apply it to automate aspects of content publishing or distribution. This broader adoption shows that AI is supporting agility across both creative and operational tasks.
Ethics and oversight need development
A new question in this year's survey asked how companies ensure the ethical use of AI. While AI adoption has grown quickly, governance has not kept pace. Only 14% of respondents say they have a comprehensive ethical policy in place, and 39% follow more general guidelines. Nearly one-third are unsure whether their organisation has any policies at all.
Human oversight remains the most common safeguard, with 42% manually reviewing AI-generated content. However, more proactive practices – such as publicly disclosing AI involvement (8%) or regularly auditing AI systems (6%) – remain rare. This suggests that while AI use is widespread, its ethical application is still evolving.
Bridging the gap between ambition and capability
As this year's survey clearly shows, analytics and AI are top of mind for corporate communication teams. Both are widely adopted, increasingly prioritised, and seen as central to future success. Yet the ambition often outpaces internal readiness.
When asked about plans to upskill for the year, 39% of respondents mentioned AI and 29% highlighted analytics – the two most in-demand skill areas, ahead of content creation, accessibility, and digital strategy. However, few respondents consider these a high priority. For example, although AI is used by the vast majority, only 25% consider it a high priority. This may reflect a lack of confidence, structure, or internal expertise.
This gap between strategic ambition and practical capability is both a challenge and an opportunity. To realise the full potential of analytics and AI, teams need tailored support – whether through training, implementation guidance, ethical frameworks, or strategic advice on embedding insights into daily workflows.
How we can help
Through our advisory services, we combine data, digital best practice, and deep stakeholder understanding to guide your development. Whether you want to increase impact through analytics, make smarter use of AI, or evolve your content strategy, we provide the tools, insights, and support to help you move forward.
About the Web Management survey 2025
Our annual Web Management survey provides insights into the current state of digital corporate communications – highlighting the key challenges companies face today and expect to encounter over the next five years. We gathered responses over 50 professionals in roles ranging from Web Manager and Head of Digital/Online Communications, to Head of Investor Relations, Digital Communications Manager, and Communications Director.
Karen LesterSenior consultant
[email protected]+44 20 8609 4922
Freja NilssonProject manager, Webranking
[email protected]+46 76 109 05 92
Mikko PeltomäkiManaging director, Finland