AI put to the test: Leitbetriebe Austria & MCÖ hosted an event at druck.at

25 October 2023

3 min

On 23 October 2023, Leitbetriebe Austria and the Marketing Club Austria jointly hosted a marketing talk followed by a guided tour at druck.at. The event centred on a fascinating topic: "AI put to the test – from hype to practical application".

“AI promises faster implementation, efficient support in marketing and communication. Creativity is still very much required, however. AI can be used to provide invaluable support,” begins Monica Rintersbacher, Managing Director of Leitbetriebe Austria.

“AI is now far more than just a passing fad. druck.at is already working with artificial intelligence on a daily basis across a wide range of areas. However, we know that there is still plenty of room for improvement here. We are therefore delighted to be able to delve deeper into the subject at present and to highlight both the opportunities and the legal hurdles together with experts,” said Gerhard Patek, Managing Director of druck.at.

The use of AI in marketing and communication

“I see AI tools as an opportunity for Austrian marketers, who know their trade well, to work even more effectively and efficiently,” says Regina Loster, Managing Director of Marketing Club Austria.

Georg Hofherr, Founder and CEO of P8 Marketing, has developed his own AI tool called “Mister Marketing”: “Mister Marketing is a marketing platform that uses AI and data analytics to create marketing concepts for smaller businesses and deliver tailor-made solutions,” says Hofherr. This makes AI accessible to SMEs as well. When implementing it, it is advisable to seek external consultancy to make the best possible use of the tools. Some companies have also scheduled a fixed ‘AI day’ each week, on which the team discusses what has worked and what hasn’t.

This is also recommended by Thomas Kenyeri, Founder of KESCH Event & Promotion GmbH: “At the start of the year, we began integrating AI into our business. For the past three months, we’ve had our own AI Ambassador, who meets with the team once a week to automate business processes using AI. New possibilities are emerging every week!”

Observe the legal requirements – to ensure safe use

When using AI, particularly in a business context, the legal aspects must also be taken into account. “When using AI, issues relating to copyright, the GDPR and trade secrets must be clarified. This involves, for example, the question of which data may be reused or passed on,” says Alexandra Ciarnau, a lawyer at DORDA, in her keynote speech. The AI Act is also eagerly awaited; it concerns uniform Europe-wide regulation of AI based on risk classifications.

Greater efficiency and creativity

AI will transform workflows, but certainly in a positive way. Routine tasks can be outsourced to free up more time for creative work. Once the craft is mastered, AI tools can provide inspiration, support and increased efficiency.

“For me, AI technology is not just a tool, but a catalyst for creative and effective solutions. Genuine innovation is possible through the professional use of AI,” says Andreas Wenth, Founder of the agency #clicksgefühle, in conclusion.

Following the fascinating marketing talk, there was a detailed guided tour of our production halls for all participants, offering fascinating insights into the workings of a printing works.