The new book “Shaping AI transformation from the inside out – culture, communication and leadership as a foundation” by Andrea Montua and Anton Fedder shows why culture, communication and leadership are crucial to the success of AI implementations.
Hamburg, 30.04.26 – Many companies are currently investing heavily in artificial intelligence. Disillusionment often follows sooner than expected: pilot projects come to nothing, acceptance fails to materialize and managers lose their bearings. The problem is rarely the technology itself. But rather how it is handled.
In their essentials book “KI-Transformation von innen heraus gestalten – Kultur, Kommunikation und Führung als Fundament” (Springer Gabler), which will be published at the end of April, Andrea Montua and Anton Fedder show why the introduction of AI should not be seen as an IT project, but rather as a far-reaching cultural change process. And what organizations need to do specifically so that AI can have an impact.
Different perspectives were deliberately incorporated into this project to illustrate how valuable the cooperation of different stakeholders is. Andrea Montua has been the founder and managing director of MPC for more than 22 years. Anton Fedder is an AI business partner, consultant and one of the defining voices of a new generation of communicators who are showing how artificial intelligence is fundamentally influencing collaboration, culture and leadership.
“AI is changing working methods, roles and decision-making logic – and therefore both the structural and social fabric of organizations,” says Andrea Montua. “If leadership, communication and culture are not considered from the outset, a great deal of uncertainty quickly arises. And uncertainty is the biggest killer of efficiency in any transformation.”
“We are currently observing a paradoxical phenomenon in many organizations,” adds Anton Fedder. “Technically, an incredible amount is often already possible – but the organization is not internally connected. Roles are not defined, responsibilities are unclear, fear inhibits real change. AI intensifies these tensions. Our book shows how companies can start right there – before technical speed turns into cultural overload.”
The new book draws on numerous practical examples from supporting companies in the DACH region and describes typical phases, stumbling blocks and success factors of AI introductions. The focus is on the question of how organizations create orientation – in a situation in which speed, uncertainty and expectations are increasing at the same time.
Together, Montua and Fedder argue for a change in perspective: away from a focus on tools and towards a holistic understanding of AI as a cultural incision. Communication becomes a strategic lever – as a bridge between technology and people.
The content:
- The book shows why every AI transformation fails without working on and with culture.
- It describes the role of leadership in the age of AI and why briefing skills are becoming a key qualification.
- It provides concrete approaches for psychological safety, participation and learning culture.
- It shows how quick wins can generate acceptance and release energy.
The book is aimed at management, those responsible for transformation as well as specialists and managers from communications and HR who not only want to introduce AI, but also anchor it effectively.
About the authors
Andrea Montua is the founder and Managing Director of MontuaPartner Communications (MPC), a strategy consultancy for transformation, culture and communication. She has been supporting organizations in phases of profound change for over 20 years.
Anton Fedder is an AI Business Partner and Consultant at MPC. He advises organizations on AI strategies at the interface of technology, communication and organizational impact.