Strong knowledge & brand-specific - How to make AI fit for business
A tandem workshop on a structured knowledge base & brand-appropriate AI management

Artificial intelligence can only work with what we make available to it - and this is precisely where the challenge for companies lies. AI is not a panacea, but a tool that needs to be fed with content, structures and values. In order for AI to be used sensibly in companies, two crucial foundations are needed: a clear understanding of the company's own knowledge - and a precisely defined brand identity.

In this tandem workshop, Kristin Block (mehr-wissen.biz) and Claudia Schuberth (claudiaschuberth.com) provide two impulses that complement each other in terms of content and pursue a common goal:
Empowering companies to use AI strategically, consciously and in a brand-appropriate way.

Part 1: ‘Knowledge is the new prompt’ - How we can manage AI intelligently

Impulse from Kristin Block - expert for knowledge management

If you want to use AI sensibly, you need to know what you know. Sounds simple - but is rarely the case in practice. This is because many organisations have enormous amounts of information and data, but no structured knowledge base. This is precisely where untapped potential lies.

In her presentation, Kristin Block shows why knowledge management is much more than just organising digital archives. It is the basis for any form of intelligent, controllable AI utilisation. She raises awareness of how knowledge can be visualised, structured and made accessible in companies - so that in future it will provide guidance not only for people, but also for machines.

Because only those who know their knowledge can work sensibly with AI - instead of blindly trusting it.

Part 2: ‘Algorithm meets authenticity’ - brand identity as a control for AI

Impulse by Claudia Schuberth - expert for brand aesthetics

Artificial intelligence can write texts, design images and generate product ideas - but is the result also in line with the brand? This question only arises if the brand identity has been clearly defined beforehand.

In her presentation, Claudia Schuberth raises awareness of the fact that brand aesthetics are not a decorative accessory, but the basis for brand-compliant decisions in an AI-driven environment. She shows which building blocks make up a strong brand identity - language, design principles, attitude, values, visual aesthetics - and why these are more relevant today than ever before.

Because only those who know their brand can competently evaluate AI results, brief them in a targeted manner - and prevent the algorithm from inadvertently damaging their own brand identity.

Two women, two impulses - one goal:

To not only utilise AI, but to make it sustainable for the company.
With structure, with attitude - and with clarity about what really defines your own organisation.


Who is this workshop for?

For brand managers, communication professionals, innovation and strategy decision-makers and managers who actively use AI in their organisation - whether for content generation, internal processes or brand communication.
This workshop is not a tool training, but an awareness space: practical, inspiring and with clear strategic depth.