Niels Garve is Principal Engineer for AI solutions at Experience One AG. With over ten years of experience in the development of data and AI systems, he is driving technical innovation in the creative industry. In the current AI white paper by the German Association of Communications Agencies (Gesamtverband Kommunikationsagenturen, GWA), the AI expert talks about his role and the changing collaboration between humans and AI.
My role will continue to develop, particularly in the areas of human-machine interaction and machine-machine communication. Today, I focus on language-based AI systems, but in the future, other levels of communication, such as facial expressions and gestures, will play a role. This will enable user intentions and emotions to be recognized even more precisely. This requires not only more intelligent tests and concepts, but also a stronger sense of responsibility from consulting to the data protection-compliant implementation of AI solutions. Another key topic is machine-to-machine communication. We are already working with autonomous AI agents that control the automated creation of landing pages, for example. In five to ten years, we will develop powerful co-pilots that not only generate content but also independently take over processes. The focus will shift from pure content creation to scalable one-to-one customer contact.
AI is changing my work enormously. For me, generative AI is like an additional team member – it helps me to structure ideas, develop new perspectives and quickly create prototypes. The biggest increase in efficiency comes from AI taking on routine tasks, such as creating presentations or generating text and code drafts. One example is my own development, the “LinkedIn Poster”. This tool uses GPT and Google not only to generate text but also to create video sequences. It was developed as part of an innovation project for automated landing page creation – an area in which we are already working successfully with several AI agents.
We now rely on our own Experience One GPT, which is based on EU-hosted models. We use it to integrate a wide range of AI tools – from code editors and writer tools to our LinkedIn poster. In my opinion, the protected AI playgrounds that we have introduced internally are a real game changer. They provide a safe environment for testing new technologies and developing innovative solutions. Precisely because AI tools are developing so rapidly, we need this freedom to experiment.
Many companies are looking for strategic advice in three core areas: they need guidance when starting AI projects, the right balance between functionality and feasibility, and a clear strategy for scaling their AI applications. Some customers have already identified use cases, but they don't know how to implement and expand them. This is where we come in: we not only provide technological advice, but also strategic advice to develop sustainable solutions.
There is a high expectation that AI will solve all problems at once. But that's not the case – it's about developing customized solutions that align with customers' business models. Data protection and security are key issues. Our customers demand robust security measures, especially when personal data is being processed. That is why we rely on ISO-certified solutions to strengthen trust in our technologies.
Generative AI makes possible what we have been dreaming of for 20 years: personalized communication and scalable one-to-one advice – for millions of customers at the same time. Current weaknesses, such as AI hallucinating, can be largely controlled by guardrails. However, a major limitation is that AI is still heavily limited to language. Over the next five to ten years, it will evolve to interact more naturally with humans through facial expressions, gestures and contextual adaptations.
The key is transparency, training and education. Our employees receive targeted training in how to use AI responsibly. In addition, we have implemented mechanisms to ensure that AI-based decisions are comprehensible and ethically sound.
Open discussion is essential. We have established fixed formats to strengthen internal knowledge transfer. For example, we meet regularly for our Friday Tech Talks to discuss new technologies, challenges and best practices. Another highlight is our annual “EO Day”, where we discuss the latest AI trends with partners and experts.
With machine-to-machine communication – i.e. interaction between AI agents – we are reaching a whole new level of generative AI. This will automate processes, increase efficiency and relieve people of routine tasks. Nevertheless, humans remain indispensable. Our role will shift from operational activities to strategic thinking and creative conception. And that's exactly what I'm looking forward to.
The AI whitepaper published by the German Association of Communications Agencies (Gesamtverband Kommunikationsagenturen, GWA) “Neue Spielregeln – Wie KI das Agenturgeschäft definiert” (New Rules – How AI is Defining the Agency Business) aims to encourage companies to integrate AI systems into their business processes in a targeted manner in order to consistently exploit their potential.