The Expertenrat Technologiemarken e.V. is taking off again with a new Board of Directors. Prof. Dr. Carsten Baumgarth (Chairman), Jens Karolyi (Vice Chairman), Prof. Dr. Karsten Kilian (Treasurer & Secretary) and Dennis Merker (Board Member) were elected to the newly formed board at the general meeting. We would like to thank the previous Chairman Jürgen Gietl, who did not stand for re-election for professional reasons, and Dr. Florian Maier for their work. The new Board of Directors will tackle new projects and develop formats – digital and live – with full energy. The first major project is the development and launch of a new website, as the previous website was unfortunately hacked.

No other topic has influenced brand science and brand practice as much as AI in the last two years. After the play and experimentation phase, the focus is now on developing, testing and implementing concrete use cases for the integration of AI in brand work.

In a recent article in the trade journal, Carsten Baumgarth and Steffen Schmidt provide an up-to-date overview of the opportunities and challenges of using AI in holistic brand management. The article has been published in the magazine planung & analyse and can be downloaded here.