On Tuesday, 9^th April 2024, the students of Nadine Lindstädt-Dreusicke’s and Dirk Wentzel’s joint elective class “Interdisciplinary perspectives on AI” had the opportunity to join Jakoba Möser, Junior Strategist, and Deniz Dogan, AI Artist, both at Grabarz & Partner, for an impressive guest lecture on marketing and communication in the era of Generative AI.

Jakoba and Deniz took us into the fascinating world of AI – explaining where it all started in the 1950s up to the hype that ChatGPT (comparable to the “iPhone Moment”) brought as such an easily accessible and usable tool for everyone, plus adding further insights and up to date figures of where we are at state.

Our students were introduced to various AI tools for image-, design-, productivity-, text-, video-, presentation-, audio- and 3D-purposes. There is so much more than just ChatGPT... Jakoba and Deniz thereby explained the overall potential of embedding these tools in the different stages of the marketing and communication process – starting from research and insights, over strategy, creative and concept development, production, campaign activation and up to performance, monitoring and optimization.

As coming from an ad agency, Jakoba and Deniz surely complemented and illustrated all their insights with impressive case studies from practice. At the same time our guest speakers were bringing awareness to some watchouts in the field as well – including the importance of data security, copyrights, the risk of biases and upcoming regulations. As opinions divide about Generative AI, Jakoba made one thing clear: AI is here to stay, but „Originality is the human quality which will not be made redundant!“

Thank you so much, Jakoba and Deniz, for your impressive expert insights and for joining us from Hamburg to talk about this important and fascinating topic! Plus, your AI created song about Pforzheim and Pforzheim University will certainly stay in our heads. 😊