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#HUMANITY #AI
CORE smartwork: The More AI, the More Important Humanity Becomes
Companies are investing heavily in AI and automation. However, success is increasingly determined by something else: the ability to attract, retain, and emotionally engage talent. Based on its daily work with companies, CORE smartwork knows that the competition for skilled workers is not decided by new technologies alone—but by culture, trust, and communication.
Gurten, September 2026 – “Corporate culture is no longer just a nice-to-have; it’s a decisive competitive advantage,” says Patrick Strauß, CEO of CORE smartwork. He emphasizes: “AI will change the way people work. But whether employees stay with a company and perceive its employer brand as credible continues to depend on culture, communication, and trust.”
Companies are currently spending millions on AI: they’re using it to write texts, schedule meetings, and search knowledge databases. But where AI can’t take over, they’re cutting corners—in employee relations, culture, and communication—the very factors that determine the competition for the best talent.
14 Years of Experience: What Really Builds Employee Loyalty
For 14 years, CORE smartwork has been supporting companies worldwide with internal communication and employee engagement. Experience shows that no single tool can build engagement, but the right tool brings people together.
The CORE survey “New Work & Next Gen” from 2025 also shows that it’s all about the people. When asked what younger generations expect from their employers, an attractive salary (87.8%), flexibility (85.4%), and appreciative leadership (78%) rank among the most important factors.
AI cannot replace these factors. Digital solutions, such as CORE, can, however, help companies strengthen communication, engagement, and a sense of belonging in everyday work—across locations, roles, and hierarchical levels.
Patrick Strauß, Managing Director of CORE smartwork
(left):
"Taking steps toward AI is a must today. But the factor that ultimately makes the difference is still underestimated: people. Connection must come from people – from leaders and management. Technology can only support that, it can never replace it."
At CORE smartwork, too, artificial intelligence has long been an integral part of product development—whenever it effectively supports communication, organization, and collaboration. This is exactly where the CORE employee app comes in: It uses AI strategically where it streamlines tasks, such as in search, organization, and knowledge transfer. At the same time, it creates space for what makes strong employers stand out: connection, exchange, and genuine employee relationships. Technology is never an end in itself, but rather a means to an end.
Employer Branding Forum: Courage & Humanity
Where AI reaches its limits, employer branding begins. That is exactly what the 9th Employer Branding Forum by CORE smartwork is all about. On Thursday, November 12, 2026, HR professionals, entrepreneurs, and industry experts will gather at the Fill Future Dome in Gurten to discuss how to successfully lead employees in the age of AI and why people are the decisive factor in this process. Joining us as a keynote speaker is wheelchair tennis pro and author Nico Langmann, who will demonstrate why mental strength and attitude are becoming increasingly important for companies and teams as well.