by At GrowthTank’s post-conference workshop series, marketing professionals had the opportunity to explore a forward-thinking approach to branding, guided by one of the industry’s most innovative minds — Dr. Steffen Schmidt. A leading expert in neuroeconomics, brand management, causal analytics, and AI in marketing, Dr. Schmidt led the workshop “AI as a Creative Partner: Bridging Consumer Insights and Brand Management”.
As the co-founder and managing director of concept m AI, an insights company that fuses psychological depth with AI-powered marketing performance, Dr. Schmidt brings a unique interdisciplinary approach to understanding consumers. His academic and practical expertise has helped global brands unlock more impactful communication strategies rooted in behavioral science and enhanced by artificial intelligence.
Transforming Insights into Impactful Communication
The workshop centered on how AI can turn consumer insights into emotionally intelligent and targeted brand narratives. Participants were introduced to frameworks that connect AI-driven analysis with storytelling, allowing marketers to make sense of large-scale consumer data without losing sight of the human experience behind the numbers.
Dr. Schmidt emphasized the importance of aligning AI tools with brand values and consumer motivations. Rather than replacing creativity, AI acts as a collaborative force — helping marketers generate, test, and optimize messages that resonate more deeply with audiences.
Hands-On Techniques for AI Integration
In the practical part of the workshop, attendees engaged with actionable techniques to embed AI into their brand planning workflows. From decoding complex behavioral data to designing brand touchpoints powered by machine learning, the session showcased how AI can be harnessed to enhance both strategy and execution.
Whether participants were brand managers, strategists, or data enthusiasts, the session offered them tools to move from consumer data to meaningful brand experiences — all while keeping creativity at the core.