THE COMMERCIAL CONTENT PODCAST

AI strategy in business

In this episode, I sit down with Falk Ebert to talk about AI strategy in business. What does real adoption look like, where are most companies actually at, and what does the EU AI Act mean in practice? We also get into why creative people are worth more than ever right now, why AI multiplies talent but cannot replace taste, and why who you hire matters more than which tools you buy. About the guest: Falk is a strategy and innovation consultant who helps brands and agencies navigate through digital transformation, specialized in marketing strategy, immersive technologies, and AI. After holding senior positions at agencies such as Scholz & Friends and United Digital Group and serving as Director Digital at LIGANOVA, he went independent in 2022. He’s the co-founder of the “KI-Night”, a Germany-wide community event series focused on the practical application of AI in business. LinkedIn: https://www.linkedin.com/in/falkebert [https://www.linkedin.com/in/falkebert] Website: https://falkebert.de [https://falkebert.de] AI teaching in schools Falk mentioned: https://www.lifeteachus.org [https://www.lifeteachus.org] KI-Night https://pretix.eu/ki-night-STR/KINSTR01/ [https://pretix.eu/ki-night-STR/KINSTR01/] About the host: As an Executive Producer, account lead, agency and in-house producer, Norbert worked on all sides of the advertising film industry for more than 25 years. Today he focusses on what lies ahead: new expectations from younger audiences, gaming platforms and technologies like XR and artificial intelligence that are transforming content, campaigns and business models. Norbert works as a producer and consultant. LinkedIn https://www.linkedin.com/in/norberthenning/ [https://www.linkedin.com/in/norberthenning/] The Commercial Content Campus https://campus.commercialcontentconsulting.com [https://campus.commercialcontentconsulting.com]

Creator Marketing

In this episode, I sit down with Mathias "Mat" Richter, to talk about creator advertising, and how not to do it. From a new content lazyness, brands' fear of social media in general and creator marketing in particular, to KPIs, measuring metrics, why creator marketing is a branding and not a performance tool, and some useful tips how to start creator marketing right. About the guest: Mat is a digital native who has supported brands, agencies, and media houses in their market-strategic alignment and implementation for over a decade, specialized in sales structures, content strategies, and executing creative solutions. After holding positions at companies such as Twitter, Studio71, and Axel Springer, he co-founded the Anti Boring Content Club in 2022, a content marketing agency enabling brands and agencies to collaborate with top-tier creators, for content experiences with genuine value. LinkedIn: https://www.linkedin.com/in/abcc-mat/ [https://www.linkedin.com/in/abcc-mat/] Website https://antiboringcontent.club [https://antiboringcontent.club] About the host: As an Executive Producer, account lead, agency and in-house producer, Norbert worked on all sides of the advertising film industry for more than 25 years. Today he focusses on what lies ahead: new expectations from younger audiences, gaming platforms and technologies like XR and artificial intelligence that are transforming content, campaigns and business models. Norbert works as a producer and consultant. LinkedIn https://www.linkedin.com/in/norberthenning/ [https://www.linkedin.com/in/norberthenning/] The Commercial Content Campus https://campus.commercialcontentconsulting.com [https://campus.commercialcontentconsulting.com]

AI Directing

In this episode, I sit down with Florian Meimberg, to talk about how his job as a commercial director completely changed in short time due to the possibilities of AI. From how he started to use the technology out of curiosity, his professional projects, hybrid production and working directly for clients. A tour through the changes of traditional production, hybrid projects, disruption, chances, and the magic happening on set. About the guest: Florian started studying graphic design but grew impatient after one semester and entered the advertising industry straight away. As a Creative Director he was responsible for numerous campaigns and commercials, which became the starting point of his directing work. In 2009 he created the “Tiny Tales,” publishing hundreds of 140-character stories on Twitter, which later won the Grimme Online Award and were released as a book. He is a founding member of the directing association DRCT, member of the German Advertising Film Academy and the Art Directors Club Germany. LinkedIn: https://www.linkedin.com/in/florianmeimberg/ [https://www.linkedin.com/in/florianmeimberg/] Website https://florian-meimberg.com [https://florian-meimberg.com] About the host: As an Executive Producer, account lead, agency and in-house producer, Norbert worked on all sides of the advertising film industry for more than 25 years. Today he focusses on what lies ahead: new expectations from younger audiences, gaming platforms and technologies like XR and artificial intelligence that are transforming content, campaigns and business models. Norbert works as a producer and consultant. LinkedIn https://www.linkedin.com/in/norberthenning/ [https://www.linkedin.com/in/norberthenning/] The Commercial Content Campus https://campus.commercialcontentconsulting.com [https://campus.commercialcontentconsulting.com]

AI in commercial content production

About the guest: Max studied philosophy and computer science in Mainz and advertising film production in Ludwigsburg. He worked as a commercial film producer and talent scout in several production companies for many years before he beccame the agencies David and Martin creative innovation director. He recently joined the AI Studio Tektite. He is a Ted X speaker, and a member of the Art Directors Club, Germany. LinkedIn: https://www.linkedin.com/in/max-penk/ [https://www.linkedin.com/in/max-penk/] Tektite: https://www.tektite.tv [https://www.tektite.tv] About the host: As an Executive Producer, account lead, agency and in-house producer, Norbert worked on all sides of the advertising film industry for more than 25 years. Today he focusses on what lies ahead: new expectations from younger audiences, gaming platforms and technologies like XR and artificial intelligence that are transforming content, campaigns and business models. Norbert works as a producer and consultant. LinkedIn https://www.linkedin.com/in/norberthenning/ [https://www.linkedin.com/in/norberthenning/] The Commercial Content Campus https://campus.commercialcontentconsulting.com [https://campus.commercialcontentconsulting.com] Glossary: V-Log / short for video blog, is a form of blogging in video format, where the creator documents thoughts, experiences, or activities directly on camera. LoRA / stands for Low-Rank Adaptation, is a technique used in machine learning (especially generative AI) to adapt or fine-tune large models efficiently.