From experiment to efficiency: How to make the switch in marketing

Event recap

The AI After Hour brought together curious minds from all industries – an evening for everyone who wants to not just understand AI in marketing but truly use it.

What a night! The first edition of our AI After Hour showed just how strong the need already is for genuine exchange, clear strategies, and real-world applications in marketing. The keynote, panel, and AI demo stations made one thing clear: AI isn’t changing things someday – it’s happening now. In companies that build structures, take ownership, and prioritize courage over perfection.

For everyone who wants to build on this momentum, we’ve put together our AI in Marketing Practice Guide – compact, hands-on, and packed with insights from real projects. For reflection, deep dives, and action.

Download now!

Real-world insights

David Nelles and Thomas Müller kicked off the evening by taking us on what felt like an almost epic journey through the reality of AI implementation at HARTMANN – the Hidden Champion from Heidenheim. Operating in the highly regulated world of medical products, HARTMANN shows how to move AI forward with courage and impact. Away from silos and control logic – towards clarity, bold decisions, and new rules of the game. The real transformation isn’t technical. It’s cultural.

The panel made this shift tangible. On stage: experts who drive marketing and AI in very different roles and corporate contexts – from Cosnova to the Seven.One Entertainment Group, PAYBACK and Adobe. Despite their diversity, a clear pattern emerged: a move away from tool-hopping and towards resilient structures.

AI is becoming a fixed part of everyday work – a true amplifier of human capability. Creativity gains speed, enablement becomes essential, and culture decides whether a pilot scales – or stalls.

And in the end, it’s not about the tool. It’s about the person using it.

AI in action

Four stations showed how AI is already driving real workflows

And for those who wanted to experience what AI feels like beyond slides and buzzwords, four interactive stations brought it to life – hands-on, up close, and embedded in real workflows.

The Strategy Station helped pinpoint where a company currently stands – and how to turn a pilot into real impact. Data & Analytics showed how quickly teams can gain relevant insights with ChatGPT and make more confident decisions. The Search Station made brand visibility tangible – and revealed untapped potential. And at the Creativity Station, things got playful: from first idea to a self-designed Ugly Christmas Sweater, ready to walk the virtual runway.

Practice Guide

Turning AI into a driver of marketing efficiency

Our experts Antonia, Stefanie and Johann work closely with teams aiming for real progress through AI – not just experiments. In the practice guide, they share what works in real world projects. And what doesn’t.

What you can learn from real and successful projects with HARTMANN and Austrian Airlines.
How to identify the use cases that deliver real ROI.
What your team needs to work productively with AI.

Download now!

Our highlights captured in pictures