More and more examples of successful AI transformation in Hamburg

Beiersdorf's innovation management team encourages staff to use pioneering AI. Dirk Ploss, Senior Innovation Manager, describes how his team has taken on a pilot role between IT and specialized departments. "We try things out and check for potential risks and opportunities and make recommendations." Various processes from brainstorming and research to communication, need to be rethought. "For us, AI is not simply an accelerator, but above all an improver," says Ploss.

In 2019, the company introduced an intelligent chatbot, which was later supplemented by an internal ChatGPT. Such generative AI systems are designed to build on the strengths of employees, he emphasised. To this end, Beiersdorf also relies on external partnerships. "For some years now, we have been active in corporate ventures and have invested in startups that work with us to research and implement strategic initiatives in future," says Ploss.

The Hamburg-based Otto Group is also using generative AI, such as the "ogGPT" chatbot, to optimise various procedures. Anja Körber, Head of AI & Automation, points out: "Meantime, it has become clear that ogGPT forms the basis of our AI journey and helps our colleagues to consolidate facts and knowledge of AI." The AI assistant is a "safe space" that allows all employees to use AI in a hands-on way. AI is "probably the most important technological invention of our time," according to Sebastian Walter, Vice President of Digital and Consulting at the Otto Group Holding. Personal shopping assistants will be central to "e-commerce in future", he points out, adding. "In five years' time, such an assistant will be able to recommend products and e.g., plan purchases and generally respond to customers' needs swiftly and in a more personalised way." However, that requires greater inclusion of data and systems as well as ongoing innovation on which Otto is now working intensely. ""Those who do not embrace technology will be overtaken," he says. 

The Hamburg-based creative agency Jung von Matt uses AI to optimise creative procedures and make campaigns more efficient. One of its key tools is "Stables", which was developed in-house and is based on open source technologies such as Stable Diffusion and Flux. It is designed to produce images quickly and cost-effectively. "Stables saves car manufacturers time and money by integrating digital models of vehicles into different environments," says Robert Andersen, Managing Creative Director at Jung von Matt Creators. As well as generating images, the tool also holds potential for personalised content: "We use AI to analyse large amounts of data and better understand the behaviour of target audiences." Patterns can be spotted early and campaigns can be developed precisely. However, AI supports rather than replaces human creativity, he stresses, noting: "The real strength of a strategy lies in the human instinct for needs and psychology."