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DWG Symposium in Berlin Recap

AI IN MARKET COMMUNICATION – POTENTIAL FOR CONFUSION, CONTACT AND MISUNDERSTANDING

On July 4 eye square was honored to host the 12th DWG-Effizienztag at its Berlin headquarters. Under the motto “KI IN DER MARKTKOMMUNIKATION – VERWIRRUNGS-, BERÜHRUNGS- UND ENTFREMDUNGSPOTENTIAL” (AI in Market Communication – Potential for Confusion, Contact, and Alienation) and moderated by Prof. Jürgen Schulz from Hochschule der Künste this unique transdisciplinary conference brought together experts from science, technology, media, arts, and theology.

The event showcased a comprehensive exploration of AI’s multifaceted impact on market communication, addressing both its potential and its challenges. The discussions showed the advances of new technologies and their application, while underscoring the significance of human touch and human judgment for making AI truly useful and not drown in an ocean of new, fake or downright harmful results.

Did you miss the DWG Symposium? Here you will find a short summary of the presentations!

Would you like to find out more about the AI Symposium? Here you can find our KI-Symposium Gallery!

Dirk Ziems
concept m Institut

Dirk Ziems & Dr. Steffen Schmidt
concept m Institut

Julia Nietschke

Dr. Julia Nitschke
eye square, Lead AIX lab

Svenja Lorenz
Social-Media-Redakteurin bei ZEIT ONLINE

Jan Kuhlen
Lawyer, Member 2018-2020 Artificial Intelligence Study Commission of the German Bundestag

Prof. Dr. Jana Möller-Herm
Junior Professor for Market Communication at the FU Berlin

Prof. Dr. Sabine Fischer
Professor of Idea Economy in Digital Transformation at the University of the Arts and the University of St.Gallen, among others

Michael Schießl
CEO and founder eye square

Roman Lipski
AI artist

Dr. Josef Wieneke
Mathematically interested priest

Prof. Dr. Jürgen Schulz
University of the Arts

Denise Graf was awarded the DWG Master Thesis Award for her thesis on the relevance of customer satisfaction studies in the AI era, advocating for the use of actual behavioral data over traditional surveys. Graf argued in her thesis that traditional surveys are often resource-intensive and may intrude on customers time and data, proposing the use of actual behavioral data as a valid alternative. Her research highlighted the potential of AI to revolutionize customer satisfaction studies by providing more accurate and actionable insights at lower cost.

Learn more about the story of the DWG-poster and the art project of Media Artist Dennis Rudolph!

DennisRudolph_2022

“The creative process made it possible to stage the people completely decentrally in 3D software and set up the lighting without any of the participants actually having to be present. I like the glitches created by the AI because they show the digital process that these portraits have gone through.”

_Dennis Rudolph, Media Artist

This poster was commissioned by CEO Michael Schiessl, who felt that the announcement of the DWG AI Symposium needed an aesthetic that reflected the topic of the conference.

Artist Dennis Rudolph uploaded photos of the speakers to an online AI application, where they were transformed into 3D portraits. The composition of the title poster was created using 3D software.

After consultation with everyone involved and some feedback on corporate identity from the DWG, the portrait of one of the speakers was replaced – he said he didn’t recognize himself. His new AI edition looked much older and sterner, but was also much more like him. It seemed like the AI only enhanced certain features that stood out.

The DWG logo with "Deutsche Werbewissenschaftliche Gesellschaft" written on the right side
The dark blue and azure eye square logo on a white field
The black and green concept M institut logo on a white background


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