Press release from swissAI dated December 15, 2025
Large companies are embracing AI—and a debate is emerging
AI-generated people in advertising campaigns by companies such as SBB and PostFinance show that artificial intelligence has long been part of public communication. Consequently, the topic is being discussed intensively on social media and in SRF reports. This debate is important. It highlights just how significantly AI is changing perceptions, ways of working, and expectations.
Seize Opportunities, Take Risks Seriously
swissAI sees great potential for innovation in AI for the creative and service industries. At the same time, the use of AI must not lead to creative work being devalued across the board or viewed as cheap mass-produced goods. AI is a tool—its professional use requires expertise, experience, and responsibility.
Economic Pressure on Agencies and Freelancers
Agencies and independent creatives are already facing significant cost pressures. The expectation that AI will automatically lower prices is exacerbating this situation. What is often overlooked is that high-quality AI-generated content cannot be produced without solid skills, ongoing professional development, and investments in research and development. AI-assisted creative work is not a cheap product.
Transparency Builds Trust
swissAI advocates for clear labeling of AI-generated content, as is the case with SBB and PostFinance. Transparency strengthens public trust and enables an informed discussion of new technologies. At the same time, it protects professional providers from misleading expectations and unfair market conditions.
Change Is Part of the History of Creativity
Technological upheavals have always transformed creative professions. Photography once challenged painting—and paved the way for new art forms such as Impressionism. Other professions, such as blacksmiths and lamplighters, disappeared as technology advanced. These historical examples show that change is inevitable, but it can be shaped constructively.
Shared Responsibility for the Future
swissAI calls on the business community, policymakers, and society to actively promote the development of skills in working with AI. Only through critical thinking, education, and clear regulatory frameworks can Switzerland maintain its innovative strength. The transformation driven by AI must be shaped fairly so that creativity, value creation, and competitiveness can continue to thrive together in the future.