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This case study shows how Lufthansa Group deploys nuwacom as its AI platform inside its Corporate Newsroom - one of the largest integrated communications centres of any German company. What makes this collaboration distinctive: it demonstrates how AI is put to practical use within a corporate environment that carries the highest demands for data security, governance, and editorial quality - in the daily workflows of approximately 120 communications professionals.
The Lufthansa Group Corporate Newsroom
A topic-driven, cross-media newsroom needs an AI platform that works on company context - not on generic internet knowledge. That is exactly where nuwacom comes in.
The Lufthansa Group Corporate Newsroom is a central, integrated communications hub that brings together PR, social media, and internal communications. It operates on a topic-driven rather than department-specific logic, with three objectives:
Eliminating duplicated effort
Breaking down silos
Steering consistent messages across all channels
Andreas Bartels, Senior Vice President and Head of Corporate Communications at Lufthansa Group, leads a team of around 120 employees. He has been responsible for worldwide corporate communications since April 2016 and has developed the newsroom approach continuously since 2012.
The Frankfurt newsroom is modelled in its design on a broadcast control centre.
The four communications phases:
Planning → Production → Distribution → Evaluation
From a single master text, infographics, films, and channel-specific adaptations are produced - all rooted in the same source content. Editorial direction sits with the Newsroom Manager (the equivalent of Editor-in-Chief).
Five operating principles:
Centralisation: Experts from different areas coordinate news jointly.
Topic management: Communications is organised around content, not channels.
Cross-media approach: Content is adapted and prepared for multiple channels.
Collaboration: The structure encourages intensive exchange between all participants.
Process orientation: Roles are redefined around the question of how processes should be designed.
Framework Conditions
Before any technical implementation, all relevant preliminary considerations were structured:
Data foundation: Which documents feed into the system?
Prompts: How are editors introduced to prompting?
GDPR / copyright: Legal protection of archive material.
Data security: Protection of sensitive corporate communications.
Source attribution: Transparency about AI-generated content.
User interface / UX: Low-barrier access for the editorial team.
Platform selection: nuwacom.
Why nuwacom?
Andreas Bartels sees significant potential in AI to help PR and communications become "faster, better, and more efficient." At the same time, he is clear:
"Thinking for yourself and taking action - that is something no AI can do."
This stance shapes the entire implementation approach: AI as a productivity tool, not a substitute for journalistic judgment.
The outcome: greater efficiency and creativity in writing, and an expanded range of communications products - built on the fully digitised archive of corporate communications.
The Digital Lufthansa Archive
The starting point for AI deployment is Lufthansa's digital company archive:
100,000 documents
Period covered: 1919 to the present
Content: press releases, annual reports, speeches, publications, internal media
Responsibility for the company archive rests with Corporate Communications.
Governance
A demanding path to approval
The approval process proved exceptionally demanding. Those responsible, however, consider it a central success factor - and at the same time a clear demonstration that enterprise AI in a corporate environment requires a clean and thorough preparatory phase.
IT Security: the foundation of technical safeguarding
Alongside the Vendor Self-Assessment, in which nuwacom as provider submitted comprehensive disclosures about its own security architecture, nuwacom was also able to finalise its ISO 27001 certification. A protection-needs assessment had to be produced to classify the required security level. A penetration test examined the platform thoroughly and probed for potential vulnerabilities. The IT Architecture Committee integrated the solution into the existing IT landscape.
Data Protection: compliance at the highest level
In the area of data protection, the platform underwent a thorough review. The data protection risk analysis systematically assessed all potential risks to personal data and developed the corresponding safeguards. The formal conclusion was the complete demonstration of GDPR compliance, which resulted in final data protection approval.
AI Governance: responsible use of AI
The specific requirements for the use of Artificial Intelligence were addressed through dedicated governance structures. The AI questionnaire catalogue ensured that all relevant aspects of AI deployment - from algorithmic transparency to bias prevention - were systematically captured and assessed. The AI Expert Committee reviewed the technological and ethical dimensions of the solution and issued its recommendation for approval.
Co-determination: involvement of employee representation
An indispensable element of the approval process was co-determination by the Works Council. In close coordination, a Works Council Agreement (BVB) was developed that protects employees' rights and establishes clear rules for the use of the AI platform in day-to-day work.
Proof of enterprise readiness
That nuwacom completed this comprehensive, multi-stage process fully and successfully is concrete proof of the platform's enterprise readiness. Successfully clearing all approval stages across the four central areas - IT Security, Data Protection, AI Governance, and Co-determination - underscores the solution's suitability for deployment in complex corporate structures.
Use Cases
Use Case 1: CEO Communications
CEO communications is one of the most sensitive areas of corporate communications. nuwacom is used here as a working tool that supports editors in the production process:
Top Secret: Content does not leave the secure company environment.
Speed: Faster creation of speech frameworks and drafts.
Scaffolding: Structuring complex communications tasks.
Tonality: Consistent language aligned with corporate communications standards.
Digital counterpart: AI as a sparring partner for communications professionals.
Use Case 2: LuCi - AI Assistant in the Company Archive
LuCi is the nuwacom-based AI assistant built on top of the digitised Lufthansa archive (100,000 documents, 1919 to the present).
Three example prompts from live operation:
Prompt 1 - John Lennon
"What connection exists between John Lennon and Lufthansa?"
Prompt 2 - Lufthansa in China
"Please compile an information package describing Lufthansa's activities in China. The occasion is the 65th anniversary of the Lufthansa route Frankfurt–Hong Kong. Research thoroughly and provide a tabular overview with sources. Sort the data chronologically. Also cover the following: the launch of the Frankfurt–Hong Kong FRA-HKG route in 1961, the A380 route-proving flight to Hong Kong, Ameco, Eurasia, and the Pamir expedition flight."
Prompt 3 - Pamir expedition flight
"Put together an information package on the topic of Lufthansa and the Pamir expedition flight. Write short profiles of the main protagonists. Describe the distinctive features of the Ju 52 aircraft used. Place the expedition in its historical context. Use clear subheadings."
These examples show that LuCi is not used for simple search tasks but for structured research drawing on proprietary data - with source references and at the depth that editorial work demands.
The information contained in our company archive is of immeasurable value - but until now it was difficult to access. With nuwacom, we were able to drastically simplify the search for relevant content. Today we discover stories that would previously have remained hidden, and we use that knowledge deliberately to develop new, high-impact communications initiatives.
Change Management: From Scepticism to Enthusiasm
The rollout of nuwacom in the newsroom did not run itself. The journey from initial deployment to broad adoption unfolded across four phases.
Phase 1: First Hurdles
The initial experiences in use provided valuable input for further development - including insights on the user interface and on text output quality.
Phase 2: Tool Development
Introduction of Canvas Mode for structured work and real-time collaboration. Building of a shared prompt library as a common resource. The experience made clear: effective use of AI demands a new approach - particularly when formulating prompts and thinking backwards from the desired output.
Phase 3: The RTNF Prompt Framework
An internal training format that structures prompt construction.
Role: Give the AI a persona - e.g. "Reply as a CEO, critical journalist, project manager…"
Task: Clear and concise - "Explain, write, develop 5 ideas…"
No Task: Also state what you do not want - "Avoid…", "Do not suggest that…"
Format: What form should the response take? "As a list, table, column, in three bullet points…"
Additionally, Reasoning, Target Group, Tone of Voice, Context, and Examples were introduced as extended prompt elements.
Phase 4: Promptathon as a Learning Format
A practical training format: 30 minutes of group work in which editors work through concrete communications tasks using AI, based on a fictional company story - covering formats from interview to FAQ, leaflet, and key visual.
Results
100% of editors have access to nuwacom.
A foundational understanding of AI is established across the team.
Central questions have been answered: "Where can AI help me? What are the limits?"
Success Factors
What makes the difference - directly from the practice of Lufthansa Corporate Communications:
Combining text and technology: AI competence and editorial craft must grow together.
Connection to proprietary data: Generic AI is not enough - corporate context is decisive.
Internal sponsor: Someone needs to drive the governance process through consistently.
Patience in training: A low-barrier offering that meets editors where they are.
Co-creation: Develop use cases together with editors, not for them.
Conclusion
The deployment of nuwacom in the Lufthansa Group Corporate Newsroom shows: enterprise AI in a communications environment does not run on autopilot - but it is a concrete productivity lever when three conditions are met:
Company context instead of generic knowledge.
Structured change management.
Consistent governance.
The outcome after approximately two years: the entire corporate communications function has access, intensive use is established, and an editorial team that deploys AI as a tool in the day-to-day newsroom. Editors decide what gets published. AI provides the foundation.
About nuwacom
nuwacom is a secure AI platform that brings projects, documents, and tools together in a shared workspace. Teams work with shared prompts, agents, and the right language models - on company data, IT-reviewed, EU-hosted, and under full data control.
An AI workspace that thinks with you: nuwacom learns continuously from the context of your work - and gets better every day. Through the interplay of Superagent, Workflows, and Agents, tasks are completed automatically - like being on autopilot.
The nuwacom platform is used by companies including Lufthansa Group, BLG Logistics, and Booking.com.