On June 25, 2023, the 2nd Sino-German Brand Innovation Forum came to a perfect end at Zhejiang Wanli College Qianhu Campus. Through the mode of Ningbo-Hamburg dual venue synchronization, senior experts and renowned scholars from the field of brand science in China and Germany focused on "Artificial Intelligence Empowers Brand Innovation"Conducting seminars on the theme ofExplore how companies can provide sustainable brand experiences to their customers, steadily advance the digital transformation of their brands in the fast-moving AI era, and operate brands across borders across cultures.Nearly 1,000 university teachers and students, brand industry practitioners from China, Germany, France, Malaysia and other countries participated in the forum through online and offline methods.
This forum is guided by China Advertising Association, hosted by Zhejiang Wanli College and German University of Applied Sciences of Branding, and organized by Zhejiang Wanli College Sino-German Department of Branding and Institute of Brand Science, aiming at exploring Sino-European corporate brand promotion, promoting Sino-German brand science education and research, and helping Ningbo brand city innovation development.
The opening ceremony of the forum was hosted by Zhang Yiping, Director of Sino-German Department of Branding and Dean of the Joint School of German University of Applied Brand Science at Zhejiang Wanli College. Director Zhang Yiping pointed out that AI has an important enabling role for digital innovation of brands in data-driven decision-making, intelligent customer experience, innovative products and services, marketing strategies and personalized recommendations, and brand reputation management, etc. Industries around the world are actively exploring innovative models of international brand communication and management driven by new technologies, and the 2nd Sino-German Brand Innovation Forum is held at the right time.
Zhang Guohua, president of China Advertising Association, delivered a speech, saying that artificial intelligence to help brand building has become a trend, and the emergence of many phenomenal artificial intelligence engines such as ChatGTP has brought huge changes to the advertising and creative industries. The role of artificial intelligence in enhancing work efficiency and solving work problems should not be underestimated, and its impact on brand-related employment and industry standards will come immediately and needs to be paid great attention. Advertisers need to follow the trend of the times, actively learn to use AI, effectively ask questions, design problems, and use AI to better serve brand innovation.
Mr. Guber, the current Chairman of Omnicom Brand Consulting Group China and President of Interbrand Group China, just signed a school-enterprise cooperation agreement with Zhejiang Wanli College and will cooperate with Sino-German Joint College to establish a brand laboratory as a practical teaching base for future brand innovation. Chairman Gubb believes that artificial intelligence is affecting our work and life in an unprecedented way. How to use this advanced technology system to enhance the competitiveness and innovation of brands is what brand people should focus on. He expressed his expectation for the sharing of the practice of AI-enabled brand innovation by experts and scholars from different fields in the forum.
In his speech, Xu Liqing, Vice President of Zhejiang Wanli College, said that the forum is of great significance to review the opportunities and challenges of brand science innovation and create a bright future for brand science together. He expressed his gratitude to the leaders and experts for their long term support to the international education of Zhejiang Wanli College and their assistance to the construction of branding discipline. Zhejiang Wanli College will continue to promote academic and cultural exchanges and cooperation between the German and Chinese industries, and deepen the mutual understanding and win-win situation of the brand industry in China and Germany.
Generative Artificial Intelligence and the Future of Design Education
The development of artificial intelligence brings new challenges to higher education, including design studies, in various fields. Zhejiang Wanli College German Brand University of Applied SciencesProf. Stefan Waller, Associate Dean of the Union CollegeAn exploration of how AI can be used effectively in design instruction was conducted. He mentioned that AI has taken a firm place in people's workflow andIn order to actively respond to technological changes, designers and brand owners should grasp technological tools in a timely manner, continuously learn and trial and error, and effectively communicate with "machines" at a higher level in the intelligent era of human-machine dialogue.
AIGC's exploration and practice in the field of Internet advertising
With the continued emergence of Midjourney, Stable Diffusion and ChatGPT, new opportunities and challenges continue to emerge in the commercial content creation space.Shi Yu, Senior Director, Creative Center, Tencent AdvertisingFrom the perspective of specific practical applications in the game industry, travel industry and financial industry, he shared his exploration and thoughts on AI technology in creative content generation. He said that AI has been effectively applied to various aspects of brand innovation in the digital content production business Tencent is involved in, and is in the process of being continuously iterated and evolved.
How AIGC Meta Universe Rebranding Competitiveness
Known as a Chinese metaverse thinker, a metaverse subversive preacher, and one of the most systematically impactful and practical metaverse head expertsXing Jie, Executive Vice President of Meta-Universe and Carbon Neutral Research Institute.He shared his broad-spectrum thinking on the full dimension of the digital-real world. He shared in depth the view that the meta-universe will greatly empower and lead the real economy and digital economy from the four major application areas of the meta-universe, such as consumption, government, industry and industry. President Xing Jie believes that digital people will enter our work, family and life comprehensively in the future, AI digital people will become the key productivity of digital trade, and metaverse will also reconfigure cross-border e-commerce and digital trade.
Generative AI adds pressure to the attention economy
Peter Kabel, Professor of Interaction and Service Design, University of Applied Sciences, Hamburg, GermanyBringing thoughts on the changes brought by generative AI, he argues that generative AI has a potential for innovation rarely seen in human history, and that the creative industries, as part of the knowledge society, are at the center of innovation development. He suggested that images, text, video and sound are the key elements of brand competition in the age of the attention economy, and that generative AI is changing the way media is created on a staggering scale.
Generative Human-Design AI
Dr. Benjamin Vogt, Design Consultant and Researcher, Offenbach College of Design, GermanyAnalyzing generative AI from the perspective of discursive design and futurology, he argues that generative AI has the potential to bring about a utopian future for design and creativity. The starting point for this possibility is that we do not see AI solely as a newly invented tool in the creative process, but rather as a vehicle for bringing humans into the pure joy of playful experimentation and creativity.
Generative Artificial Intelligence in Brand Marketing Technology Thinking
The development of technology gives rise to new needs, and the new needs drive the continuous development of technology. It is always the imagination that is more important than knowledge in the development of human technology.Jun Zhu, Managing Partner of Artificial Intelligence at Seek One Capital and Elite Partner of NVIDIA ChinaHe analyzed the hardware foundation and technical logic of generative AI, from pictures, videos, modeling, to the artificial intelligence generation of actions, expressions and eyes. He believes that generative AI brings infinite possibilities for brand marketing and communication promotion, and its flexible application in the corresponding field is what brands need to think about and focus on continuously.
Prospects of Artificial Intelligence in Creative Industries
Robert Andersen, Managing Director, Rongma Advertising Hamburg, GermanyRobert Andersen presented the possibilities of AI in creative applications, especially the potential of the AI model "JvM Stables" in large creative agencies. Robert Andersen suggested that in the future, companies will increasingly use AI with specialized cross-cultural training in their brand design and communication.
Is artificial intelligence creating art?
"Humans shape the tools, yet are shaped by them." This thought, which originated in the 1960s, is more relevant today than ever. Artificial intelligence is accelerating change in all industries with unprecedented momentum, theMichael Jonas, Professor of Digital Media and Brand Communication, University of Applied Sciences, Brand GermanyIt is believed that it is not just a new tool for humans to make and manipulate, but can help humans become more creative in various fields such as brand design, marketing, and communication.
Pang Juai, Associate Professor of Advertising, College of Humanities and Communication, Ningbo Universitymade a summary of this forum. She believed that the core mark of intelligent society is two technologies: mold technology and artificial intelligence technology. At present, the processing scale of AI is comparable to the human brain nerves, which means that AI now has the level of human intelligence and both self-iterating function. Human beings should use AI properly and work towards creating a synergistic way of life for human intelligence.
This year, Zhejiang Wanli College integrated resources to establish the Sino-German Department of Branding, under the jurisdiction of the Sino-German School of Design and Communication, Zhejiang Wanli College German University of Applied Brand Science Joint College and the Institute of Brand Science, creating the "three institutions as one" of the first domestic brand science teaching and research platform.The organizer of the forum, Sino-German Brand School, adheres to the characteristics of integrating education and research to educate people, and is committed to cultivating international applied brand talents and carrying out various academic research and exchanges in brand science.Sino-German Brand Innovation Forum will continue to enhance the digital management and construction of brands for Sino-German enterprises, to meet the future brand faster innovation and development, more cooperation and exchange, and to build up a think tank platform for high-quality sustainable development integration and gathering.
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