iWay is the main sponsor of the first edition of "Walk of Dreams", a walk that will take place from September 25 to 29. This special event aims to bring people together to think about their own dreams, talk about them with others and raise funds for disadvantaged people at the same time.

"We are delighted to be the first main sponsor of this inspiring new event and movement. Because 100 percent of the proceeds will be used to fulfill the dreams of disadvantaged people in Switzerland," says iWay CEO Markus Vetterli. Vetterli is particularly pleased that, in addition to providing financial support for the Walk of Dreams, iWay employees will also be taking part in the walk and raising funds for the organization with every kilometer they walk.

Start on the day of dreams

The Walk of Dreams begins on September 25, the International Day of Dreams. A Million Dreams would like to celebrate this largely unknown day for Swiss people.
and celebrating the population. The route leads from Aarau via Aarburg, Langenthal, Solothurn, Jegenstorf to Bern and stretches over five days with daily stages of around 20 kilometers. The Walk of Dreams will feature Allycorn, probably the largest flying unicorn Switzerland has ever seen.

The pink, 30-metre-high hot air balloon will not only be a sight to behold in the sky. Four morning rides will be auctioned off for a good cause and stationary tethered balloon rides with Allycorn will be offered at the stage locations. Further information here.

iWay AG, based in Zurich, is one of the leading Internet providers for private individuals and small and medium-sized enterprises. Founded in 1995, the company offers tailor-made solutions in the areas of Internet, VoIP, mobile, TV, hosting, domains and data centers. Readers of the business magazine Bilanz have already recognized iWay several times in their annual telecom rating. iWay stands for personal and free support and relies 100% on Swiss know-how and infrastructure.

At the beginning of August, ST took the pulse of the tourism industry nationwide and asked for initial impressions of the summer vacations. The feedback came mainly from tourist regions and destinations in both mountainous regions and cities.

Weather and storms had a major impact

Wet and cold weather in early summer did not bode well for the start of the summer season. And the major storms in June on the southern side of the Alps and in many other mountain regions did the rest. Ticino in particular, as well as parts of Graubünden and Valais, were affected by cancellations and, above all, a lack of spontaneous bookings. Many day trips also failed to take place, which is particularly devastating in regions where the Swiss domestic market and the markets in neighboring countries are large. "Compared to June last year, the expected decline was noticeable, and we expect a similar result for July," says Angelo Trotta, Director of Ticino Tourism. The seasonal monitoring of Cableways Switzerland also speaks of a challenging summer for the summer business of mountain railroads up to the end of July.

Change in weather brings a good mood

With the improvement in the weather, confidence quickly returned in many places. Monika König, Head of Marketing & Communication at Aletsch Arena AG (VS), regrets that some hiking trails were still closed at the start of the season due to the snow. However: "The current high temperatures are driving more and more guests into the mountains - an opportunity for mountain tourism".
Some destinations are reporting almost full capacity utilization for July and are expecting a very good summer season. For example, Marc Ungerer, Managing Director of Jungfrau Tourismus AG: "The summer is fantastic - at least at last year's level, if not better. Not only in the larger resort destinations, but also in Mürren and the Haslital, for example". This also applies to Zermatt, which was also affected by the storm in June: "Zermatt has enjoyed the best summer season conditions and normal operations for weeks. The destination has recovered quickly from the dip caused by the two storm weekends at the end of June and the forecasts for the rest of the summer season are promising," reports David Taugwalder, Head of PR & Communications at Zermatt Tourismus.
This was not least thanks to the guests from overseas, whose importance was once again demonstrated by the weather conditions: long-distance market trips take place either way, with good or bad weather.

City tourism works regardless of the weather

Large cities such as Basel and Zurich in particular are reporting no impact from the June weather, partly due to their "weatherproof" attractions such as museums. "We recorded the strongest June ever. Thanks to a successful Art Basel and also thanks to many Swiss guests - Basel has been able to position itself as an attractive leisure destination in recent years, especially among the Swiss public," says Letizia Elia, Director of Basel Tourism. In Zurich, major events such as the Taylor Swift concerts and the Street Parade ensured high and also very diversified demand. And the cities in western Switzerland are also satisfied - for example in Montreux: "The hotels are doing better this summer than last summer," explains Grégoire Chappuis, Head of Marketing & Communication at Montreux Vevey Tourism.

Challenges overseas

Tourists from North America are still traveling in large numbers across the country, but this trend is likely to slow down slowly but surely. "International and American tour operators are warning us that US travelers are slowly using up their overseas vacation budgets due to the pandemic," says Martin Nydegger, ST Director - despite strong figures from North America.

And China in particular is missing from Asia this summer too - around half of hotel overnight stays in 2019 came from this market. The industry is reporting hardly any Chinese guests for the summer and fewer Asian guests in general - there is still a reluctance to travel from Asia. This also contributed to the fact that there were no bottlenecks at the popular Swiss tourist attractions this summer.

Switzerland Tourism (ST)

ST is a federal corporation under public law and is tasked with promoting tourism demand for Switzerland as a vacation, travel and conference destination in Switzerland and abroad. The focus is on the development and implementation of effective marketing programs and the profiling of Switzerland's strong, classic and modern tourism brand both nationally and internationally. ST works in close cooperation with the tourism industry, which contributes around half of the budget. The other half consists of federal funds. The organization works in a customer and market-oriented manner and is managed according to business management criteria. ST is present in 23 markets worldwide with around 280 employees (255 FTEs), spread across 36 offices.

71 % of employees were already using AI tools before their superiors knew about it. This unauthorized use of AI technology that can access potentially sensitive company data is called "shadow AI". Shadow AI describes the use of generative AI products without IT oversight, using unprotected personal accounts that do not have the security checks or data agreements that would apply to a corporate account. Without a comprehensive strategy and employee training, such a situation can expose the company to significant risks.

Leaving no one behind with the introduction of AI

One of the main problems of shadow AI by individual users is inappropriate and non-compliant use due to a lack of uniform corporate guidelines. This fragmented, individualized approach to the introduction of generative AI (GenAI) contributes to splitting the company: On one side are the employees who use the latest technology without sharing with their colleagues, and on the other are the reluctant non-users who lag behind their supposedly more advanced colleagues. Without a holistic strategy and training for employees on how to use these new tools, those who experiment on an individual basis may be frustrated by not being able to gain useful insights or accurate results. Furthermore, these initial negative experiences carry the risk of employees abandoning AI tools altogether.

Unauthorized use puts sensitive data at risk

A current Study by Veritas found that 31 % of respondents admitted to sharing potentially sensitive information with generative AI tools. Business accounts for AI products typically have agreements in place to ensure that company data is not used to train AI models. However, personal accounts, which are often used in shadow AI, usually do not have these agreements. This means that any company data shared through a personal account could inadvertently be used to train the AI model.

Securing company data should therefore always be a primary concern. In addition, serious consequences can arise if employees use these powerful tools without guidance or their own judgment. AI tools are still prone to erroneous or inaccurate results and even "hallucinations". Relying on erroneous results without questioning them can lead to wrong decisions and potential legal or financial repercussions for the company.

AI strategy that sets rules but also invites experimentation

To meet these challenges, companies should pursue a coordinated AI strategy. It is important that IT teams identify trustworthy providers and agree clear terms for handling sensitive data. Working with vendors that have solid AI principles in place, including rules for data security and preventing data breaches, will minimize cyber risks and legal liabilities. For companies with sufficient resources, developing a customized AI solution by leveraging existing large-scale language models is also a viable option. The result is a powerful AI that integrates seamlessly into the company's data ecosystem and processes, increasing productivity and freeing up time for strategic tasks.

To get the most out of their AI investments, companies should also develop a comprehensive program that continuously educates their employees on best practices for integrating AI into their daily work. This will ensure that all employees can reap the benefits of AI technology. In every team, there is an "early tech adopter" whose curiosity and passion puts them ahead of others who are more hesitant to experiment. Such employees, working with their IT teams, can become AI champions within the organization, sharing learnings, best practices and insights with colleagues and fostering a collaborative learning environment.

Combining ethics and innovation

Within the boundaries of the organization's AI strategy, automating routine tasks can help employees increase their performance and save time to focus on the work that brings the most value to the business. However, it is important to remember that AI should not be used as a substitute for human intelligence and review. AI is now able to automate numerous tasks and generate large amounts of content within seconds. But employees still need to use their own critical thinking. Because if they haven't really read the text generated by the AI or haven't really considered the problem they are trying to solve, they will only create bigger problems in the future. Therefore, for all the AI euphoria, companies need to keep thinking about the long-term ethical and social impact of AI on the workforce, while ensuring that AI complements human capabilities in a balanced way.

Author:

Christopher (Chris) Noon is Director and Global Head of Commercial Intelligence & Analytics (CIA) at Dropbox. As such, he leads the company's data science initiatives. His team develops tools to visualize customer engagement and identify trends. Prior to his career at Dropbox, Chris was a lecturer in ancient history and archaeology at Oxford University. He moved from academia to the technology industry with the aim of using his expertise to bridge the gap between technology and education. For these efforts he was awarded a Fellowship of the Royal Society of Art.

This article originally appeared on m-q.ch - https://www.m-q.ch/de/offener-umgang-mit-genai-fuehrt-zu-weniger-schatten-ki/

Developed in Zurich, the Promologic" solution is designed to help companies in the retail sector optimize their sales promotion strategies. According to information provided, various on-pack promotions, competitions and even live events have already been successfully implemented with the solution.

Behind the idea is the team at Zurich-based digital agency Nueva, which has been running successful promotions for various companies for years and has now condensed this expertise into a comprehensive technical solution. With Promologic, the financial and personnel costs are to be reduced many times over. The software also enables the creation and administration of code promotions and prize portals in individual corporate design. In addition, performance can be monitored through automated profit calculations and data analyses.

Psychological effect at the POS

Digital promotions and competitions on products use various psychological principles to encourage target groups to participate. The feeling of exclusivity and the chance to win something motivates active participation. In addition, interaction with the brand creates an emotional bond and strengthens brand loyalty. The use of prize codes or other entry mechanisms on products also increases the visibility of the product and can help to positively influence the purchase decision at the POS. To this end, Promologic creates customized promotions such as lotteries or collection campaigns, competitions or games of chance and also uses existing partners such as printers and CRM systems where necessary.

Triggered by attractive competition, customers are often willing to provide their data to advertisers. With this information, companies can better respond to their needs and preferences and create personalized offers. This is where Promologic relies on automated communication: personalized emails can be used to quickly and efficiently send offers and information directly to individual customers.

Use cases from Feldschlösschen and Focuswater

The current campaign "Collect & Win " from Focuswater was implemented with Promologic and was reportedly able to motivate one percent of the Swiss population to take part in the competition within just a few weeks.

And Feldschlösschen uses the software for the Current "Durstwehr" campaign and has used it to implement the successful "Grill & Win" campaigns in the past.

"Many people thought it wouldn't work, that it was a flash in the pan and would disappear after the initial hype," said Silvan Gisler, board and founding member, at a media conference in Bern. Since then, the campaign organization, which is financed by small donations, has made a name for itself in referendum campaigns and even elections.

The non-partisan movement most recently had 1175 members. It has had over 30,000 donors since it was founded in 2014, as an Operation Libero spokesperson told the Keystone-SDA news agency on request.

The movement was founded after the SVP's immigration initiative was rejected, when around fifty like-minded people, many of them academics and members of the think tank Foraus, came together. In its self-portrayal, the organization aims to support progressive forces for an open and liberal Switzerland.

Commitment to "marriage for all"

For example, it successfully fought against the SVP enforcement initiative and a reduction in public services through the failed "No Billag" initiative. She helped to bring about the breakthrough of "marriage for all" and easier naturalization.

The Liberas and Liberos are more convinced than ever of the necessity of their existence. "If Operation Libero didn't exist, it would have to be invented today," co-president Stefan Manser-Egli was quoted as saying. It has been a long time since so many strong forces in Switzerland and Europe have shaken up liberal democracy.

"Sometimes we want to annoy"

The movement cited examples of this, such as the SVP's isolationist initiatives, the initiative to halve broadcasting fees and the repeated criticism of the European Convention on Human Rights (ECHR) from the right.

Operation Libero is currently seeking to counteract this with two popular initiatives: the Europe Initiative for a strong Switzerland in Europe and the further development of Swiss-EU relations, and the Democracy Initiative for a looser naturalization law.

"We want to remain unpleasant, step on the toes of established political forces and sometimes even annoy them," the movement announced. "Wherever liberal achievements are being put at risk and wherever right-wing populists are being drunk." On Saturday, there will be a celebration at Ballenberg BE "so that Switzerland does not become an open-air museum."

To mark the anniversary, the political movement presented a large birthday cake on the Bundesplatz and ten theses on Switzerland, including "Neutrality is a myth", "Switzerland of 11 million will be fine" and "Switzerland still has its best days ahead of it". "In 10 years' time, we'll see if we were right," it said. (SDA/swi)

The rise: a look at Saskia von Moos' career

In a way, the ride in the Prime Tower lift symbolizes Saskia von Moos' rapid ascent. She has been Head of Marketing and Product Innovation at Intelligent Food since 2018 and has been with the company since 2014. Under her leadership, the El Tony Mate brand, which is known for its natural caffeine from Argentinian mate, has successfully established itself in the fields of sport, culture and music. "Our goal was to revolutionize the energy drink market," emphasizes von Moos. Its innovative strength and customer focus have played a key role in establishing El Tony Mate as the most dynamic brand among the Promarca members.

The significance of the "CMO of the Year" title

The election of the "CMO of the Year" shows the importance of the marketing position in the Swiss economy. Marketing has become increasingly important in recent years, particularly due to topics such as digitalization, sustainability and product meaningfulness. The winner serves as a role model for the industry and motivates future specialists. This year, the jury is putting five outstanding candidates in the running: Joséphine Chamoulaud from Smile, Jan De Schepper from Swissquote, Christian Gut from Stöckli Swiss Sports, Nathalie Noël from V-Zug and Saskia von Moos from Intelligent Food.

Inspiration from the heights: creativity and innovation

Just as the elevator ride to the Prime Tower opens up new perspectives, Saskia von Moos brings a breath of fresh air to Intelligent Food's marketing strategies. Sustainability plays a central role here. Saskia von Moos describes how the company has implemented ecological measures such as switching to an electric fleet and reducing CO2 emissions by 2030. "For us, sustainability has many facets," she says. Innovation is just as important: El Tony Mate uses natural caffeine from the Argentinian mate plant as an alternative to chemical variants such as in Red Bull. Von Moos' strategic decisions have enabled the brand to successfully establish itself in a highly competitive market.

Who will be CMO of The Year 2024?

Saskia von Moos' impressive journey and achievements as CMO of Intelligent Food are an inspiring example of change and innovation in marketing. With a clear focus on customer centricity, sustainability and innovation, she has firmly established the El Tony Mate brand in the energy drink market. Who will win the title of CMO of the Year 2024 will be revealed at the exclusive award night in the Papiersaal - until then, it remains exciting to see who will prevail against the strong competition.

The 20-year-old alpine ski racer Livio Hiltbrand will receive support from Aldi Suisse from the coming season. The Swiss retailer will sponsor drinking bottles until the 2026/27 season and will be the young talented skier's second helmet sponsor for this year. Aldi Suisse will also sponsor the training bib for the coming season.

By sponsoring Livio Hiltbrand, Aldi Suisse is further strengthening its social commitment to promoting sport, the retailer writes in a press release. "We have found the ideal partner in Livio Hiltbrand. With his drive and passion, he embodies the values that Aldi Suisse stands for," says Jérôme Meyer, Country Managing Director of Aldi Suisse. As part of the partnership, the ski racer will also represent the Swiss retailer as a brand ambassador. Like brand ambassador Salomé Kora, Livio Hiltbrand will also support Aldi Suisse in its commitment to a healthy lifestyle.

At the beginning of July 2024, Georg Gasser transferred the operational management of Viva AG für Kommunikation to a newly formed Executive Board in order to concentrate on his strategic role as founder and owner of the company and Chairman of the Board of Directors.

The generational change is the result of a lengthy and prudent internal process that began almost three years ago: "My primary goal was and is to ensure stability, continuity and a breath of fresh air for our clients, employees and business partners," Gasser is quoted as saying in a press release. "I am convinced that we have succeeded in achieving this with the new division of tasks within the rejuvenated and well-trained management team and the co-agency management."

New and established heads in the co-agency management

The new Viva management team consists of four people: Viva's operational agency management is now jointly in the hands of Karin Beutler (Managing Director, Head of Consulting & Publishing) and Mirco Baumann (Managing Director, Head of Operations). The two are supported by the long-standing division heads Robert Knopf (Head of Design & Production) and Matthias Strebel (Head of Digital & Data), who have been promoted to members of the extended management team.

Karin Beutler joined the Viva team at the beginning of August. The qualified communications manager with a master's degree in online marketing has a total of 25 years of management and industry experience. As owner and managing director, she ran her own agency for 17 years and has decided to bring her expertise and experience to Viva. Prior to this, Beutler held management positions at Coop and Zürcher Kantonalbank, for example.

Mirco Baumann, who is responsible for the co-agency management of Viva with Karin Beutler, joined Viva as a Senior Consultant in January 2023. He already knows the Viva clients, the team and the partners. Mirco Baumann has broad practical experience, particularly on the client side. He holds a degree in "Betriebsökonom FH" and a "Master of Advanced Studies in Communication Management and Leadership" from the ZHAW. Together with Robert Knopf and Matthias Strebel as well as the other Viva employees, he will ensure the stability and continuity that Georg Gasser is personally committed to for the future of Viva, as well as a breath of fresh air.

Board of Directors strengthened and rejuvenated

The Board of Directors was also strengthened with the same intention. Bianca Gasser has been supporting the Board of Directors for four months. In addition to her Master's degree in Corporate Communication from Northeastern University Boston and further training in leadership, change management and new work, she can look back on several years of national and international professional experience in the communications industry. Bianca Gasser thus initiates the rejuvenation at Board of Directors level. She is currently Head of Human Resources at Basler & Hofmann.

According to the new study by The Trade Desk, German citizens also have a clear idea of what data needs to be collected for personalized advertising. The brands and products they prefer rank first, followed by the purchases they have actually made and finally their personal interests and preferences.

"Our study shows that consumers know the value of their data," says Daniel Neuhaus, Vice President DACH at The Trade Desk, who is responsible for business in Germany, Austria and Switzerland. "This 'end of naivety' does not necessarily have to be negative for advertisers. On the contrary: the study results provide valuable information on the form in which data-based advertising makes sense and, above all, is already accepted by consumers today," Neuhaus continues. "Consumers' wishes for data-based advertising that is relevant to them should therefore be the starting point for future advertising campaigns in order to optimize the consumer experience."

Transparency and control over data with new EUID

With standardized identity solutions based on the email address, consumers can also be shown advertising that is relevant to them across all channels. In the case of streaming services, for example, using the email address is now a learned and accepted part of the user experience. However, according to the study, 58% of respondents would also agree to a solution based on their email address being used instead of cookies when surfing the web. An important prerequisite: the email address would have to be encrypted.

Users' expectations of the media and advertisers are therefore clear: they only want to see ads that are relevant to them without having to compromise on data protection. "Thanks to new identity solutions such as the encrypted and pseudonymized European Unified ID (EUID), publishers and advertisers can already meet these user demands today," says Neuhaus. "At the same time, they give consumers transparency and control over their data so that they can, for example, access premium content for free or at a lower price."

The survey by advertising technology company The Trade Desk was conducted by market research institute Appinio. In April 2024, 1,500 adults in Germany aged between 18 and 65 were surveyed.

With the lift to the top, on skis to the bottom

Success in marketing is like taking the elevator to the top - continuously, purposefully and upwardly striving. Christian Gut uses this metaphor perfectly to describe the impressive rise of Stöckli Swiss Sports in the elevator pitch. "Stöckli, that's Swiss skiing. It's visible in the factory, it can be experienced and tested in the snow and on the slopes, and it can be proven in racing," says Gut. Under his leadership, the go-to-market strategy of D2C (direct-to-consumer) was perfectly aligned with the fast-growing B2B2C (business-to-business-to-consumer) sector, which strengthened the company internationally and allowed it to gain market share.

The "Marco Odermatt effect": On the trail of the winner

While the lift metaphorically stands for success on the way up, the skis from Stöckli symbolize the rapid and masterful descent. The "Marco Odermatt effect" is a prime example of this. Odermatt, the three-time overall World Cup winner, is not only a figurehead, but also living proof of the top quality of Stöckli skis. "Last March, Marco Odermatt won the overall World Cup for the third time in a row, and we celebrated this with a triple campaign," explains Gut. A guerrilla marketing campaign in Times Square in New York not only attracted attention, but also demonstrated the global reach and influence of the brand.

Innovation and sustainability: the Stöckli formula

Stöckli focuses not only on speed and victory, but also on sustainability and innovation. While the skis should enable the perfect descent, the company strives to meet the highest sustainability standards in its production and products. "The focus is on the quality and durability of the products, which fits in with the strategy of Swissness and is sustainable per se," emphasizes Gut. Stöckli is setting new standards with the use of 100 % renewable energy in the Malters factory and an innovative heat accumulator that saves 30% of energy during the manufacturing process.

Customer centricity: the key to success

The perfect departure begins with good preparation and a precise understanding of the customer. "The gut feeling of our consumers is even more important to us than our own gut feeling," explains Gut. Ski tests and factory tours are essential components of the marketing strategy in order to strengthen interaction with customers and offer them an unforgettable experience. This strategy has helped Stöckli to build a strong and loyal customer base.

Who will be "CMO of The Year 2024?"

Christian Gut's outstanding achievements as Chief Sales & Marketing Officer at Stöckli Swiss Sports and his innovative marketing strategies set new standards in the industry. While the lift symbolizes the steady rise in marketing, Stöckli's skis embody the perfection of downhill skiing - fast, elegant and masterful. Who will win the title of "CMO of the Year" 2024 remains exciting until the exclusive award night in the Papiersaal. Until then, Gut shows how a well thought-out and bold marketing strategy can bring long-term success and growth.

Anne Applebaum and Radosław Sikorski received the Hans Ringier Foundation's "European Prize for Political Culture" in Ascona on Saturday. They are honoring "personalities who stand for the free democratic West with heart and soul, both journalistically and politically", according to a statement from the Hans Ringier Foundation. "The life's work of this extraordinary couple encompasses Western thought from the USA to Israel to Poland - the space of freedom from West to East. Anne Applebaum and Radosław Sikorski embody democracy and an open society, as well as the will to defend and promote these values. The two personalities deserve the thanks of all freedom-loving citizens for their journalistic and political work," commented Frank A. Meyer, President of the Hans Ringier Foundation, on the choice of this year's award winners.

Christian Lindner, German Federal Minister of Finance, paid tribute to the two prizewinners in his laudatory speech: "Anne Applebaum and Radosław Sikorski are shaping the debates of our time and therefore also the political culture in Europe. Authoritarian forces are currently seeking to undermine the liberal order with lies and even open violence. Applebaum and Sikorski derive ways of asserting freedom from their deep understanding of Soviet oppression at home and imperialism abroad. They are standard-bearers of the free world. For this, they deserve the European Prize for Political Culture 2024, our thanks and our great respect."

The award ceremony took place at the traditional "Dîner Républicain", which is held every year at the invitation of Frank A. Meyer at the "Castello del Sole" hotel in Ascona.

Endowed with 50,000 euros "European Prize for Political Culture" from the Hans Ringier Foundation is being awarded for the 18th time and has previously gone to Jean-Claude Juncker, Boris Tadić, Jürgen Habermas, Pascal Lamy, Jean-Claude Trichet, Hans-Dietrich Genscher, Donald Tusk, Wolfgang Schäuble, Heinrich August Winkler, Mario Draghi, Frank-Walter Steinmeier, Margrethe Vestager, Sir Christopher Munro Clark, Zuzana Caputová, Peter Sloterdijk, Kaja Kallas and Alexei Nawalny.

The Audience Award has been presented since 2003 as an additional special award as part of the Swiss Packaging Awards, which the Swiss Packaging Institute SVI will host for the 56th time in 2024. In this award, the public decides who wins, not the jury. Voting has been possible online since Thursday. This time there are 14 packages to choose from. The main sponsor of the audience award is the Empack packaging trade fair.

The Swiss Packaging Award is the flagship of the Swiss packaging industry and is intended to reflect the creativity and innovative strength of the Swiss packaging industry. The winners also receive a ticket to take part in the international packaging competition "World Star Award".

37 innovative packaging solutions were submitted this year, including six entries for the Young Talent Award. In the six main categories, sustainability is ahead of all others with 20 entries and shows how intensively packaging companies are working on developing sustainable packaging solutions that meet consumer requirements and political guidelines. The judging will take place on September 10 and the award ceremony on October 17.