Marketers today need to think beyond the boundaries of the traditional understanding of marketing in order to create valuable customer relationships. By becoming a member of the GWA, we would like to actively support the transformation of the industry with our expertise.
Most people have probably now understood that the new technologies of generative AI are fundamentally changing marketing. Image generation, text creation, co-pilots – new potential for creativity and efficiency is already being leveraged on the production side. But marketers must not stop there. AI makes us faster, more efficient, smarter – and will completely revolutionize how we approach customers.
As radically as the way in which valuable customer relationships are built is changing, the understanding of the role of decision-makers such as CEOs or CMOs must also evolve. If you want to be an innovation leader and remain competitive, you have to understand AI transformation in two different directions: On the one hand, in the deployment for a new type of customer relationship, and on the other as an internal management task.
At Experience One we see ourselves as a partner for digital transformation and innovation. With our active participation in GWA, we not only want to contribute to the added value of our customers' brands, but also develop those responsible into real tech leaders. In this way, we play a key role in shaping the agenda for future innovations in marketing and customer experience.
Nina Haller, CMO at Experience One and board member of the GWA, drives the further development of the communications industry with the Technology & Data Forum, studies and lectures, among other things.
The GWA offers a unique platform for networking and exchange between marketing and advertising companies. It supports agencies in the areas of specific services, training and further education and represents the interests of its members towards politics, business and the public.