Digital Transformation with AI: tesa wins prestigious DPOK 2025 for groundbreaking empowerment program


  • Award-winning: German Online Communication Award (DPOK) recognizes tesa's holistic AI approach in the "AI Strategy and Integration" category
  • AI for everyone: Over 5,400 employees worldwide benefit from systematic AI enablement
  • Measurable success: 90 AI Ambassadors increase efficiency across all business areas

Norderstedt, May 27, 2025 tesa, international manufacturer of innovative adhesive tapes and self-adhesive product solutions, has been awarded the prestigious German Prize for Online Communication (DPOK) 2025 in the category "AI Strategy and Integration". tesa follows a holistic approach and has already successfully established AI across various business areas - from product development through manufacturing to sales. The jury commended the company's successful transformation through its comprehensive approach to democratizing artificial intelligence.

The DPOK is one of the most important awards for digital communication in German-speaking countries. The jury particularly highlighted how tesa makes AI technology accessible to all employees worldwide.

Systematic AI qualification

The award-winning AI Empowerment Program not only provides all 5,400+ employees worldwide with access to AI tools but also systematically enables them to use these effectively in their daily work. An innovative collaboration between Corporate Communications, Human Resources, and IT makes the technology accessible to all employees.

The AI Academy forms the cornerstone of AI qualification at tesa. Through the Coursera learning platform, employees acquire practical AI knowledge through tailored online courses. Hands-on formats such as Lunch & Learn Sessions and AI Coffee Breaks deepen their knowledge.

A global network of over 90 AI Ambassadors drives the transformation forward. These experts identify and implement AI use cases in their areas and promote a culture of innovation through active knowledge exchange.

Strategic implementation shows measurable success

The program's success is manifested in concrete results:

  • The global workforce uses AI as a natural tool in their daily work.
  • AI applications are firmly established across all business areas.
  • An AI Charta provides a solid ethical foundation.
  • Concrete business successes are evident through significant efficiency gains - from operational to strategic processes.

Sustainable digital transformation and outlook

The AI Enablement Program continues to evolve: The AI Academy is strategically expanding its training offerings. The new, tailored courses are aligned with the specific requirements of different target groups - from management to tech experts. This ensures that all employees can fully develop their AI potential.

The DPOK award underscores: tesa's initiative goes far beyond technological implementation. The combination of strategic foundation, systematic qualification, and engaged communication effects sustainable cultural change. An AI Hub, the AI Charta, and diverse learning formats optimally prepare employees for the digital future.

About tesa SE

As a multinational company, tesa develops innovative adhesive tapes and self-adhesive product solutions for various industries, commercial customers, and end consumers. There are already more than 7,000 tesa adhesive solutions that help improve the work, products or lives of our customers. Today, the focus is on sustainability and energy-saving processes. tesa invests in the development of environmentally friendly products and solvent-free manufacture processes as well as in the use of renewable energy sources at its locations.

tesa is active in 100 countries and operates plants in Germany, Italy, China, the USA, and in Vietnam. Around three quarters of the tesa Group’s sales (2024: EUR 1.7 billion euro) are generated by applications for industries. Together with its international clients, tesa develops innovations that are customized at product and process level. Already more than 130 tesa tapes may be installed in an electric car and over 70 in a smartphone. In the printing and construction industries, too, tesa is constantly penetrating new segments and countries with its special adhesive tapes. The company generates almost one quarter of its sales with products for end consumers and professional craftsmen. 300 applications, such as the legendary tesafilm®, make life easier or, when it comes to insect protection, even make it a bit more pleasant. tesa counts among the world’s leading manufacturers of adhesive solutions. Since 2001, tesa SE is an independent 100% affiliate of Beiersdorf AG (i.e., NIVEA, Eucerin, la prairie) with approx. 5,400 employees today.

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