Prof. Dr. Guggenberger takes up the Chair of Business Informatics with a focus on AI strategy, management and governance

Artificial intelligence is fundamentally transforming the economy and society. It opens up new opportunities for businesses and public institutions to boost their productivity, make more informed decisions and create innovative products, services and business models. At the same time, this brings with it more than just technical challenges. Processes, structures and forms of value creation must also be adapted to these new possibilities. It is precisely at this interface that the research of Tobias Guggenberger comes into play; he has held the Chair of Business Informatics, specialising in AI strategy, management and governance, at the University of Bayreuth since 15 August 2026.

After completing his degree in Business Administration at the University of Bayreuth, Tobias Guggenberger began working at the Fraunhofer Institute for Applied Information Technology (FIT) and at the FIM Research Institute for Information Management. There, through both research and consultancy projects, he focused intensively on how organisations can identify the potential of innovative technologies, successfully harness this potential, and integrate these technologies into existing structures and processes. Whilst working there, he completed his PhD with distinction in Business Informatics at the University of Bayreuth. He then continued his academic work at Fraunhofer and the FIM Research Institute as a postdoctoral researcher. In recent years, the AI-driven transformation of organisations has increasingly become the focus of his work.

His future research will focus on questions that are currently of concern to many organisations: Which use cases are actually suitable for the application of artificial intelligence? How can new technologies be successfully integrated into existing organisations? How do processes need to be rethought so that AI can realise its potential? And how can employees be brought on board with this process?

“Artificial intelligence does not realise its value through powerful algorithms alone,” emphasises Tobias Guggenberger. “What matters is how organisations redesign processes, engage employees and develop sustainable models of value creation from technological possibilities.” Through his research, he aims to support businesses and public institutions in viewing AI not as an isolated technology, but as an integral part of comprehensive organisational change.

The professorship thus combines technological, economic and societal perspectives on digital transformation. The aim is to develop academic insights that provide companies with guidance on the introduction and governance of new AI applications, whilst promoting a responsible approach to the technology’s potential.