Edelman Germany unveils AI trust platform

The service combines Edelman’s international trust expertise with strategic communications consulting, leadership advisory, employee engagement, stakeholder management, brand management and data-driven impact measurement.

Edelman Germany has launched Trusted Transformation, a consulting service designed to help companies manage organisational and business transformation through strategic communications and trust management.

It is aimed at transformation programmes including AI adoption, post-merger integration, restructuring, ESG, culture and leadership changes, strategic realignment and brand transformation.

Edelman Germany identifies trust gap in transformation

Edelman said businesses are navigating simultaneous changes driven by artificial intelligence, geopolitical uncertainty, regulation, economic pressures and societal developments. It argues that transformation programmes can fall short when employees and other stakeholders do not understand or support the changes involved.

Bärbel Hestert-Vecoli, Managing Director Corporate Affairs, Edelman Germany: "Companies today face a dual challenge: they must successfully continue their existing business while simultaneously building the organization of the future. Crucial to success is not just the quality of the strategy, but whether people understand the change, trust it, and are willing to actively support it. Communication thus transforms from a supporting tool into a strategic driving force for successful transformation."

Edelman describes the point where a company’s existing practices meet its future operating model as the Danger Zone. The agency said this is where transformation programmes can face particular challenges because organisations must implement change while continuing day-to-day operations.

Seven areas guide Edelman’s Trusted Transformation service

Data from Edelman’s Trust at Work special report shows differences in how employees experience transformation. Sixty percent of executives surveyed rated their personal transformation experience as very good, compared with 22 percent of associate-level employees.

The Edelman Trust Barometer 2026 also found that 74 percent of employees in Germany trust their employer. Leadership remains an important factor, with 65 percent of employees expecting CEOs to actively build bridges and foster trust, while around one in three respondents said CEOs are currently effective at doing so.

Nils Giese, CEO, Edelman Germany: "Transformation is the dominant theme in society, politics, and business. And trust is the crucial currency for successfully shaping it. From 26 years of the Edelman Trust Barometer, we know what strengthens trust, what threatens it, and what role communication plays in this. With Trusted Transformation, we bring this unique trust expertise to the support of change processes."

AI platform to measure trust during transformation

The Trusted Transformation framework focuses on seven areas where Edelman says trust can be strengthened or weakened: narrative, leadership, employee engagement, culture, brand, stakeholder relationships and measurable impact.

The service also includes ongoing measurement of trust during transformation programmes. Edelman combines its trust management model with its AI-powered Trust Stream platform to monitor how communications affect trust and identify potential reputational risks.

The agency said the approach is intended to help companies identify whether transformation programmes are generating positive momentum or encountering resistance, allowing organisations to adjust their communications and engagement strategies during the process.

www.edelman.com

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