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.
Not across the board. The EU AI Act mandates labeling requirements primarily for content that qualifies as deepfakes—that is, content that appears real and could be mistaken for authentic. Exceptions apply to content that is clearly artistic or creative in nature. What this specifically means for everyday brand communication is still being discussed and will be further clarified through guidelines and case law. This is explained in detail in our article on the AI labeling requirement.
This is one of the unresolved issues in AI law. Under current law in Germany and the EU, AI-generated content that lacks a human creative element is not eligible for copyright protection. This means that whoever generates an AI image is not automatically the author in the legal sense. At the same time, the terms of use for the AI tools employed may govern these rights. We document the use of AI in projects and recommend seeking a legal assessment in cases of uncertainty.
GEO stands for Generative Engine Optimization—the optimization of content for AI-based search and response systems such as ChatGPT, Copilot, or Perplexity. Traditional SEO alone is no longer sufficient in this context. Clear topic architectures, robust content, and a structure that generative systems recognize as a reliable source are crucial. Learn more in our articles on GEO and AI ranking.
For us, AI is integrated into the creative process—it doesn’t come before it. It helps bring ideas to light earlier, develop variations, and accelerate certain production processes. Ideas, judgment, quality control, and responsibility remain with people. We decide on a project-by-project basis whether and how to use AI—and document this transparently for our clients.
That depends on the tool and how it’s used. Many common AI applications process input on external servers—which can be problematic when personal or confidential project data is entered. For such cases, we operate our own local AI infrastructure, ensuring that sensitive data never leaves our premises. For every use of a tool, we verify that data protection requirements are met.
Yes—we recommend this regardless of any legal obligations. Clear documentation of which content was created using AI and how it was reviewed provides protection in the event of a dispute and creates clarity internally. We help develop sensible guidelines and documentation processes for the use of AI in communications.
AI doesn’t save money across the board—it shifts the workload. Concept development, brand understanding, and quality control remain just as time-consuming. What does change: Certain production steps become faster, variations can be visualized earlier, and some formats are created with less external effort. Whether and where AI makes economic sense depends on the project, the requirements, and the desired legal certainty. We’ll discuss this transparently during the briefing.
That’s a valid question. AI-generated images often have their own aesthetic—and if they aren’t carefully aligned with the existing brand identity, they can undermine brand recognition and consistency. That’s why we always develop AI-generated content based on the brand itself: with a clear understanding of visual language, tone, and existing brand codes. AI isn’t a free pass to create any visual world you want; rather, it’s a tool that requires a deep understanding of the brand.
AI works well when it comes to speed, variations, and visual exploration: concept phases, video adaptations, social media content formats, or the rapid development of visual ideas. AI is less suitable in situations where precise product representation, legal reliability, or a very specific brand identity are essential—such as in packaging photos, where the product must be clearly recognizable. The honest answer is: It depends on the task. We recommend AI only where it truly adds value.
For many marketing professionals, internal communication regarding AI is just as challenging as external communication. Which tools are approved? What can be entered into the system? How is AI content labeled and documented? We help develop practical internal guidelines—from tool selection and approval processes to documentation. This creates clarity internally before AI is used in external communications.
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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