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What's notable isn't just that IONOS uses AI. What's notable are the conditions under which that decision was made. IONOS is itself a provider of cloud and AI infrastructure. A company that champions digital sovereignty externally examines particularly closely which technology it deploys internally.
When the customer is one of the toughest evaluators
IONOS isn't a typical nuwacom customer. As one of Europe's leading hosting and cloud providers with multiple brands, international market presence, and its own portfolio around cloud and AI infrastructure, the company applies especially high standards to technology, data protection, control, and scalability.
The position is clear: digital sovereignty. When you position European cloud infrastructure as an alternative to international hyperscalers, you must also rigorously examine internally which AI solutions you deploy.
The question wasn't just:
Which AI tool is functionally strong?
But above all:
Which AI solution fits our standards for sovereignty, security, control, and professional communication?
That was the perspective from which nuwacom was evaluated.
The starting position: Many brands, many markets, rising communication pressure
IONOS Group SE is more than a single brand. The corporate group includes more than ten brands such as Arsys, Fasthosts, and STRATO, with different audiences, markets, tonalities, and communication requirements.
For the communications team, this created a recurring challenge: more content, more channels, more market requirements but not automatically more resources.
Localization instead of pure translation
A topic relevant to the German market can't simply be translated one-to-one for the British, Polish, or Spanish market. It must be adapted linguistically, culturally, and tonally.
Each brand and market requires its own approach, often a different weighting of content. Organizing this work purely manually through individual market managers wasn't scalable long-term.
Content repurposing as bottleneck
One initial example was the podcast. A conversation with an expert can potentially generate many formats: show notes, social media posts, LinkedIn posts, blog articles, expert contributions, press releases, or video snippets.
Previously, many of these assets were created sequentially and manually. Each format meant additional work. The content existed but couldn't be transferred quickly enough into different formats and channels. With nuwacom, much of this process can now be automated.
Investor relations after the IPO
IONOS's IPO brought additional capital markets communication requirements. Quarterly reports, webcasts, annual general meetings, investor inquiries, and coordination with external agencies require high precision, speed, and consistency.
At the same time, IR teams are typically lean. The need for structured, reliable support was correspondingly high.
Executive communication with individual voice
Communication by board members on LinkedIn also posed a practical challenge for the team. Multiple people communicate on similar topics but each with their own role, perspective, and tonality.
A CFO has different priorities than a CEO. A technology-related post sounds different from a capital markets-related one. The same message must be rethought multiple times without appearing interchangeable or redundant.
An internal GPT approach already demonstrated the potential of generative AI. At the same time, it became clear: a generic model alone isn't enough. What was missing were communication-specific configuration, agent logic, collaborative work, and systematic handling of contextual knowledge.
The decision: Sovereignty as prerequisite, not add-on
At IONOS, selecting an AI platform was from the start more than a pure functionality decision. It wasn't just about whether a tool produces good text, but whether the solution fits the company's own stance, infrastructure strategy, and working methods.
Four points were decisive.
1. European infrastructure and digital sovereignty
nuwacom runs for IONOS on the company's own European cloud infrastructure. For a company that makes digital sovereignty a central topic, this was a basic prerequisite.
Requirements for infrastructure, control, and data handling were correspondingly high. An AI platform that delivers good results but doesn't fit the company's sovereignty strategy would have been difficult to justify.
This created more than a standard customer relationship: IONOS gets a sovereign AI workplace for its own communications; nuwacom benefits from a strong European cloud partnership.
2. Communication focus from the start
The communications team wasn't looking for a generic chat solution that first had to be laboriously adapted to PR, content, and investor relations. What mattered was that nuwacom already brings structures, agents, and workflows designed for professional communication.
This significantly accelerated the proof of concept. Instead of starting from scratch, IONOS could map concrete communication processes directly in the platform.
3. Model diversity instead of vendor lock-in
IONOS didn't want to commit to a single language model. nuwacom makes it possible to use different models in parallel, compare results, and deploy the right model for each task.
For a tech-savvy company that's building model competence itself and operates AI infrastructure, this flexibility is central. It's not about loyalty to one model—it's about the best result for each use case.
4. Collaborative team work
Communications work rarely happens alone. Press releases, IR texts, or executive posts are coordinated, commented on, revised, and approved.
That's why nuwacom's collaborative interface was an important factor. Teams can work together on prompts, results, and versions. The origin of a response remains traceable. Content can be iterated, reviewed, and developed.
For PR and IR teams especially, this is a critical difference from traditional single-user tools.
How IONOS works with nuwacom today
Multi-brand campaigns in one hour
IONOS has bundled its communications and brand activities in recent years in the so-called Internet Factory. Teams work across brands on topics to deploy campaigns quickly. Here nuwacom has led to significant efficiency gains.
One example is a communications campaign on European legislation relevant to the group. The basis for all measures was a political position paper prepared in advance by the public affairs department and the published text of the draft legislation.
Based on this, the team used nuwacom to first create a document set:
An AI-based analysis of the draft legislation
Quotes for the CEO
LinkedIn posts for multiple board members
After these documents were approved, nuwacom created individual pitches for a range of target media based on them.
Finally, the campaign was internationalized and adapted for European brands. Here nuwacom drew on the internal knowledge base and supplemented the positioning with information from the internet.
It's important that all documents were reviewed by the respective experts on the PR team before sending and adjusted as needed. Human quality control remains essential, but the preparatory work could be significantly accelerated through the use of nuwacom. Overall, more than 30 individual pieces of content were created within one hour of work time—work that previously would have stretched over several days.
Executive communication: One message, multiple voices
Another important use case is board member communication.
In nuwacom, individual language profiles are stored for different executives. The basis is existing LinkedIn posts and published texts by the respective person. From these, patterns in tonality, structure, word choice, and content weighting can be derived.
The result: from a source document, multiple LinkedIn drafts can emerge—each adapted to role, perspective, and personal style.
A CEO can emphasize the strategic AI impact. A CFO can focus more on financial data, capital markets, and business development. The message remains consistent, but the communication doesn't feel copied or interchangeable.
For the communications team, this means less manual work on different variants, greater consistency, and more speed. And here too: final review is done by the PR team and approval by the respective board member.
What used to be prepared separately for each format can today be systematically derived from source material. Instead of starting fresh for each format, a scalable content pipeline emerges: one piece of content, multiple formats, different channels.
Investor relations: Build context once, use it continuously
nuwacom has also become an important working tool in investor relations.
The IR team uses nuwacom for webcast scripts, quarterly communications, slide preparation, review of external agency drafts, and answering investor inquiries.
The decisive advantage lies in contextual knowledge. The IR agent knows relevant information about company history, tonality, quality standards, recurring communication patterns, and collaboration with external partners.
This significantly changes working methods. The team doesn't have to explain anew with each request what role the agent should assume, what language is expected, or what standards apply. This knowledge is stored once and can be used repeatedly.
Colin from the investor relations team puts it this way:
"I could give that to the agent once and it understands what I want. I don't have to constantly explain: 'You're an Investor Relations Manager at IONOS.' It already knows that."
For the annual general meeting, a dedicated agent was also built that works with a relevant knowledge base. The goal is to prepare questions and content around the general meeting more quickly and provide them to the board more systematically after prior "human in the loop" review.
Email communication with investors
nuwacom also supports investor email inquiries. The IR agent creates drafts based on existing context. The team reviews, adjusts, and sends.
This doesn't create uncontrolled automation, but a productive working mode: AI prepares, humans decide.
What IONOS learned from using nuwacom
Contextual knowledge is the real productivity lever
The biggest lever isn't writing individual prompts faster, but building context once in a structured way and making it permanently usable.
When an agent knows role, style, history, quality standards, and typical tasks, every subsequent interaction becomes more efficient.
Collaboration determines scalability
AI tools that only function as individual tools quickly hit limits in communications teams. PR, content, and investor relations are team processes.
nuwacom supports this team logic: shared prompts, shared results, shared development. This makes AI part of a professional communications process.
More output without proportionally more resources
The central effect: communication becomes more scalable without having to manually build each additional market, channel, or format variant.
New markets can be localized faster. Existing content can be repurposed more efficiently. Communication becomes more consistent and faster—without giving up control over quality and tonality.
Model diversity is strategically important
IONOS learned there's no single perfect model for all tasks. Depending on text format, language, tonality, or complexity, a different model can deliver better results.
Andreas from public relations puts it this way:
"For us it was important that we have a solution that already configures this for us and also tells us which model is best suited for which requirement. That's the advantage of a platform that sits above the models and also makes company knowledge available across the board."
What's next
IONOS is already testing nuwacom for additional use cases. These include landing pages based on the annual digitalization study, direct speech-to-text integration from podcast and video recordings, and creating presentations in brand tonality.
The direction is clear: away from individual AI tasks, toward systematically supported communication processes.
AI shouldn't just generate individual texts. It should prepare content, create variants, repurpose knowledge, relieve teams, and make communication more coordinated across markets and channels.
Or put differently: deploying AI doesn't mean using another tool. It means rethinking processes.
Conclusion
IONOS shows how generative AI can become productive in professional corporate communications: not as an experiment, but as a scalable component of daily work.
The decisive point isn't just automating individual texts. What matters is the combination of sovereign infrastructure, reusable contextual knowledge, model diversity, and collaborative working methods.
That a company like IONOS is taking this path is a strong signal. When you offer cloud and AI infrastructure yourself, you examine particularly closely which platform fits your own standards technologically, strategically, and culturally.
With nuwacom, IONOS found a solution that supports these standards: sovereign, collaborative, model-agnostic, and close to the real processes of modern communication.
About IONOS
IONOS is the leading European digitalization partner and cloud enabler for small and medium-sized businesses. The company offers solutions for web presence & productivity as well as powerful cloud infrastructure and supports customers in numerous markets across Europe and North America.
IONOS Group SE includes several brands, including IONOS and STRATO. The company has been publicly listed since 2023 and operates powerful infrastructure for hosting, cloud, and digital business processes.