For us, AI is not a future project or a question of faith. It is part of the way we work – where it improves processes, makes ideas visible more quickly or creates new scope for implementation. We work with selected tools, clear processes and human quality control. We decide on a project-by-project basis whether and how AI is used. Ideas, judgment and responsibility remain with people.
In the field of AI marketing in particular, we are seeing that many companies recognize the potential of AI, but are still unsure as to what a sensible and professional use actually looks like. We focus on precisely these three questions: What are the concrete benefits of AI in your communication? What do you need to pay attention to legally and procedurally? And how do you go about implementing it in a structured way?
In practice, this includes: AI-supported creation, image generation and moving images, mandatory labeling, GDPR-compliant tool use and visibility in generative systems – GEO for short.
In the concept phase, AI can help to make directions visible more quickly. What used to take weeks or could not be visualized at all can now be shown in concrete terms during the concept phase. During image development, variants are created that would otherwise require more time or more budget. Moving image projects also gain new creative possibilities as a result.
For our customers, this means that ideas become concrete earlier, coordination phases are shorter and processes are more efficient as a result.
AI accelerates the path – it does not determine the destination. That’s why AI doesn’t run alongside creation, but is embedded in it. The feeling for the brand, design quality and conceptual depth come from us.
AI is not only changing how we work for clients – but also what we develop ourselves as an agency. This includes our own local AI infrastructure: where data protection and confidentiality are important, we work on our own hardware – without sensitive project data passing through external cloud services.
On this basis, the EBERLE Group also develops its own AI-supported solutions that go beyond traditional agency services. One example is EB SaiLES: an AI marketing tool specifically for B2B companies that want to manage their sales and brand communication more precisely. It evaluates what specialist media are planning, how competitors are communicating and which regulatory developments are influencing their own markets – and provides specific recommendations for communication planning. An area that we are systematically developing further.
We therefore see AI marketing not only as the use of individual tools, but also as the strategic further development of communication and processes.
You can find out more about EB Sailes here
This is where the difference between using AI and using AI competently becomes apparent. Anyone using AI in communication quickly encounters questions that go beyond the tools: What needs to be made transparent? How does labeling according to the EU AI Act and UWG work in practice? Which applications are GDPR-compliant – and which are not? And what does documentation look like that will stand up in an emergency?
More on AI labeling obligationLegal advice is generally reserved for lawyers – this applies not only to agencies, but to anyone who is not licensed. But we are familiar with these issues from day-to-day practice. We can categorize them from a communication perspective, translate them into clear project processes and implement them in everyday life. This includes the selection of suitable applications, internal guard rails, the dual control principle and human quality control. Where detailed legal issues need to be decided, we call in specialized expertise.
Because the field is developing rapidly, we are evolving with it – through practice, exchange and internal training at our EBER Academy.
Generative systems such as ChatGPT are changing how content is read and condensed into responses. Traditional SEO is no longer sufficient here. If you want to be relevant in AI-based responses, you need content that is clearly structured, resilient and recognizable as a reliable source.
This is the core of Generative Engine Optimization – and a topic that we consider strategically in AI marketing right from the start. We consider topic architecture, source capability, content structure and editorial relevance not separately, but in conjunction with each other.
Find out more in our blog posts:
How do I get into the AI ranking?
Generative AI Optimization: How AI is changing online search.
We support companies in using AI in such a way that it fits the brand, works in practice and does not fail at the first legal or operational doubt.
If you would like to clarify the topic for your communication, we will approach it together in a structured way. We analyze together what makes sense – and develop a concrete next step. The benchmark always remains your brand.
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kontakt@eberle-werbeagentur.de