16th OST Company Review: AI in focus
On February 25, 2025, the 16th OST – Ostschweizer Fachhochschule (University of Applied Sciences and Arts of Eastern Switzerland) Business Review took place at the St.Gallen campus. Around 200 representatives of SMEs from the region took part to discuss a highly topical issue: Artificial intelligence (AI) after the hype – what are the opportunities and challenges for SMEs?
A key conclusion of the evening: AI has long been more than just a trend – it is changing the way companies work and remain competitive. It opens up new opportunities for SMEs in particular, but also presents them with challenges.
Online Group: AI expertise for companies in Eastern Switzerland
As a leading provider of AI solutions for companies in Eastern Switzerland, the Online Group was also prominently represented by CEO Balz Zürrer. Our mission: to make it easier for SMEs to access AI and demonstrate concrete solutions that have proven themselves in practice. In recent years, we have successfully supported numerous companies in integrating AI into their business processes in a targeted manner – from the automation of repetitive tasks to intelligent data analysis.
“For us, the focus is on added value. AI must bring tangible benefits – be it through better decisions, more efficient processes or direct relief for employees.”
Balz Zürrer
CEO Online Group
AI has long been part of everyday life
Prof. Guido Schuster, Director of the Interdisciplinary Center for Artificial Intelligence (ICAI) at the OST, made it clear in his presentation that AI is far more than just a short-term trend. It is already shaping many areas of our lives – from medical diagnostics and the optimization of industrial plants to traffic monitoring. The technology is developing rapidly and enabling ever more precise applications.
Challenges for SMEs: data, knowledge and resources
Despite the potential of AI, small and medium-sized enterprises (SMEs) in particular face special challenges. Karl Neumüller, lecturer in Strategic Management at the OST, emphasized that many companies have neither a reliable database nor the necessary expertise. However, pilot projects and cooperation with technology partners such as the Online Group can make it easier to get started and help to gain initial experience with AI.
Our experience shows: The key to success lies in pragmatic, step-by-step approaches. We focus on individual AI solutions that can be seamlessly integrated into existing business processes.
Practical examples: How SMEs are already using AI
In the panel discussion, experts and practitioners provided exciting insights into the use of AI in various companies.
- Balz Zürrer, CEO of the Online Group, used examples to show how companies benefit from AI. For example, an AI-supported tool supports service technicians at Bernina, and a fiduciary office uses generative AI for strategic management. “Many SMEs are surprised at how simple the first AI steps can be – and what immediate benefits they bring,” said Zürrer.
Niklas Tidbury, Head of Business Innovation at Zubi, explained how AI generates personalized purchase suggestions in online retail and improves sales forecasts by incorporating weather data.
Stefan Jeker, Head of Innovation Management at Raiffeisen Switzerland, reported on AI applications in marketing and property valuation. For example, explanatory videos can already be spoken synchronously in several languages using AI.
AI as an opportunity to relieve employees
A key topic was the role of AI as support for employees. While young specialists are already familiar with AI technologies, experienced employees often first have to get to grips with the new possibilities. Targeted further training and practical use cases can help to overcome reservations and successfully integrate AI into existing processes.
“Every day, we see how companies benefit from AI – be it through automated customer communication, intelligent analyses or more efficient service processes. The challenge is to find the right approach for your own company.”
Balz Zürrer
CEO Online Group
Conclusion: Now is the right time for SMEs
In the concluding panel discussion, the experts agreed that we are only at the beginning of AI development. AI offers enormous potential for SMEs, particularly in the automation of routine tasks. Whether in customer communication, marketing or IT security – companies that develop a clear strategy for the use of AI now can secure their long-term competitiveness.
The Online Group is your partner for the successful use of AI. With our many years of experience and our deep understanding of the challenges faced by SMEs, we develop customized solutions that deliver real added value. Now is the ideal time to get to grips with AI and take concrete steps for the future!
