"We need to operationalize AI now"

Maks Giordano: AI as a transformative technology and sparring partner

In his interview, Maks Giordano, founder of the innovation studio juuman'okudo, reflects on the extraordinary momentum that artificial intelligence is currently developing. He attributes this accelerated development to the combination of powerful computers, enormous amounts of data and billions in investment. Technologies such as ChatGPT have shown how quickly AI can set new standards. In just two years, AI has developed from an emerging field to an integral part of numerous industries.

Giordano explains the so-called hype cycle: technologies are initially massively overestimated before a phase of disillusionment sets in. In the long term, however, a realistic and sustainable level of use settles in. He warns against viewing AI as a universal problem solver that completely replaces human expertise. He illustrates this with examples such as AI tools that can create PowerPoint presentations or legal texts, but in many cases cannot match human precision and intuition.

Nevertheless, he sees AI as an enormous asset for creativity and efficiency. It makes it possible to design multilingual campaigns and create large amounts of content quickly - a dimension that was previously unthinkable. It remains clear to him that the role of humans is crucial. Creative processes, strategic decisions and emotional storytelling cannot succeed without human sensitivity.

One example is the Coca-Cola commercial, which was produced with the help of AI. Although technically of a high standard, the commercial lacked the depth and emotional connection that can only be achieved through human creativity. Giordano therefore sees AI more as a sparring partner that supports rather than replaces.

Finally, he appeals to the creative industry to see AI as an opportunity to familiarize themselves with the tools and actively integrate them into their everyday work. Only those who try out the possibilities can really assess the benefits of the technology and use it successfully.

Pascal Winkler: Operationalization of AI as a goal for 2025

In his interview, Pascal Winkler, Chief Strategy Officer of Publicis Groupe, focuses on the practical implementation of AI technologies in the advertising industry. For him, 2025 is all about operationalization: previous experiments with AI are to be transformed into concrete applications that create measurable added value for both customers and internal processes.

Winkler emphasizes that Publicis Groupe in Zurich benefits from its global network, which provides access to tried-and-tested AI tools. These tools enable the agency to develop customized solutions for its clients. The focus here is on identifying specific use cases that harness the potential of the technology for different industries.

One important aspect is cooperation with customers. Winkler describes how they are at different stages in dealing with AI. While some companies are already actively experimenting, others are still at an early stage. For both groups, it is essential to create concrete application examples that show how AI can increase efficiency, support creative processes and enable new business models.

Another key issue is the development of common standards and legal frameworks for the use of AI. Questions relating to copyright and data protection play a crucial role here. Winkler emphasizes that the industry still has a lot to learn here, but that great progress is possible through joint efforts.

His conclusion: The advertising industry is at a turning point. The technology is ready for productive use and it is up to the agencies to develop the right strategies. This requires openness, pragmatism and a willingness to learn continuously. Winkler sees the creative industry as a key driver for the successful integration of AI into everyday life.