“The Rise of Generative AI: Elevating Creativity, Personalisation, and Digital Ethics in the Digital Age”

As part of its Master in Applied Data Science, Frankfurt School welcomed two top-class speakers from Adobe Central Europe to give a lecture on campus on 31 October: Sven Dölle, Head of Innovation & Technology, and CTO Hartmut König. In an inspiring presentation, both highlighted the transformative power of generative AI and its impact on creativity, the world of work and companies as a whole. Creativity is the defining characteristic of the modern working world, and technology can play a crucial role in unleashing the creative potential within us.

Generative AI was presented as a powerful tool that bridges the gap between creative vision and tangible results. Dölle spoke of ‘flow’, which is essential for creative work. AI could help to achieve this state by automating everyday tasks, freeing up time and mental energy for idea generation. He emphasised how generative AI allows users to experiment and create more freely. The ability to quickly vary designs, images and videos opens up new possibilities for creative expression.

Beyond the creative sphere, Dölle and König emphasised the transformative effect of AI on marketing and sales:

“AI has the potential to revolutionise marketing strategies by enabling hyper-personalisation, optimising customer journeys and providing deeper analytics. At the same time, AI presents us with new ethical and legal challenges, for example in terms of authenticity and copyright.”
Sven Dölle, Head of Innovation & Technology, Adobe Central Europe

Finally, Dölle and König spoke about the economic impact of AI-generated content. The increasing use of AI is leading to changes in pricing within the marketing and advertising industries. The ability to generate content cheaply and on a large scale is challenging traditional pricing structures and leading to new negotiations about the value of creative work.

The presentation concluded by emphasising that AI is a powerful tool that should be used with caution and ethics. The focus should be on empowering individuals, fostering creativity and driving innovation while recognising the challenges and developing solutions that benefit both businesses and society.

The event gave all participants, including numerous students from the Master in Applied Data Science, the Master in Data Analytics & Management and the Bachelor in Computational Business Analytics, the opportunity to learn first-hand from an industry expert. The subsequent get-together provided plenty of space for networking and further dialogue.