bay­ern design Academy

Arti­fi­cial intel­li­gence is fun­da­men­tal­ly trans­form­ing brand man­age­ment. From con­tent cre­ation to strat­e­gy devel­op­ment, AI tools offer enor­mous advan­tages in terms of speed and effi­cien­cy. But how can brands remain authen­tic despite auto­mat­ed con­tent? Which legal require­ments, such as the EU AI Act, need to be con­sid­ered? And what alter­na­tives are avail­able to the major US providers?

In this com­pact 60-minute webi­nar, you will gain guid­ance through the AI land­scape, prac­ti­cal legal insights, and inspi­ra­tion for your brand com­mu­ni­ca­tion activities.

What you will take away from this webi­nar (your learnings):
• Cur­rent State & Poten­tial: Under­stand where AI already deliv­ers real val­ue in brand com­mu­ni­ca­tion today, and where its lim­i­ta­tions lie.
• Legal, Eth­i­cal & Trans­paren­cy Require­ments: Learn about trans­paren­cy oblig­a­tions, copy­right con­sid­er­a­tions, and EU reg­u­la­tions, and gain con­fi­dence in pub­lish­ing AI-gen­er­at­ed con­tent in a legal­ly com­pli­ant manner.
• Dig­i­tal Sov­er­eign­ty Through Euro­pean AI Tools: Explore Euro­pean AI alter­na­tives that can help reduce depen­dence on providers from the Unit­ed States and China.

Who should attend this webinar?
This webi­nar is designed for any­one respon­si­ble for or involved in brand and com­mu­ni­ca­tion activ­i­ties, includ­ing mar­ket­ing and brand man­agers, busi­ness own­ers and exec­u­tives, agen­cies, and inde­pen­dent brand con­sul­tants. It is also ide­al for pro­fes­sion­als with a com­pli­ance-relat­ed role in brand com­mu­ni­ca­tion who are look­ing for a prac­ti­cal overview of the EU AI Act, trans­paren­cy require­ments, and Euro­pean AI alter­na­tives. No pri­or knowl­edge is required.

Sem­i­nar Leader: Hen­rik von Janda-Éble
Hen­rik von Jan­da-Éble is founder and part­ner of the brand­ing agency stil­bezirk, entre­pre­neur (includ­ing the online trav­el plat­form LUEX), brand con­sul­tant, director/producer, and AI con­sul­tant. He has taught dig­i­tal design at the Berlin Uni­ver­si­ty of the Arts (UDK Berlin) and the Uni­ver­si­ty of Tech­nol­o­gy Syd­ney (UTS Sydney).

Sem­i­nar Fee: €30.00
Mem­bers of bay­ern design forum e.V. receive a 20% discount.

Do you have any ques­tions? Please con­tact us direct­ly at kontakt@bayern-design.de.

Arti­fi­cial intel­li­gence is trans­form­ing not only our tools, but the very foun­da­tions of how we work. From brand man­age­ment and design process­es to eth­i­cal con­sid­er­a­tions and lead­er­ship, every area is being reshaped. This sem­i­nar at the bay­ern design Acad­e­my offers clear per­spec­tives on under­stand­ing AI not as an add-on, but as a struc­tur­al opportunity.

This full-day cer­ti­fied sem­i­nar takes place in an inspir­ing set­ting at Steel­case, a lead­ing com­pa­ny in the fur­ni­ture indus­try, locat­ed in Munich’s Muse­um Quar­ter. Refresh­ments and cater­ing will be pro­vid­ed through­out the breaks. The day con­cludes with an oppor­tu­ni­ty for per­son­al exchange and networking.

Why this seminar?
Because AI is more than just tech­nol­o­gy. It chal­lenges some of the most fun­da­men­tal aspects of our work. This sem­i­nar pro­vides con­crete answers, not in the form of the­o­ry, but through prac­ti­cal frame­works, prin­ci­ples, and mind­sets that you can apply immediately.

This sem­i­nar is designed for pro­fes­sion­als who want to do more than sim­ply use AI. They want to shape it con­scious­ly and strategically.
• Brand man­agers and strate­gists who want to under­stand how AI is fun­da­men­tal­ly chang­ing brand iden­ti­ty and cus­tomer inter­ac­tion. They will learn how to guide this trans­for­ma­tion strategically.
• Design­ers and cre­ative direc­tors who see AI not mere­ly as a tool, but as a cre­ative medi­um. The sem­i­nar offers approach­es for rethink­ing process­es while main­tain­ing cre­ative control.
• Prod­uct man­agers who want to active­ly inte­grate eth­i­cal respon­si­bil­i­ty into their work. Top­ics range from bias pre­ven­tion to sus­tain­able AI solutions.
• CEOs, agency own­ers, and busi­ness lead­ers respon­si­ble for guid­ing teams and orga­ni­za­tions in an AI-enabled world. They will gain clar­i­ty on respon­si­bil­i­ty, cul­ture, and decision-making.

What par­tic­i­pants have in com­mon is that they are not look­ing for tech­ni­cal tuto­ri­als. Instead, they seek strate­gic guid­ance, crit­i­cal reflec­tion, and prac­ti­cal frame­works that enable them to use AI con­scious­ly, respon­si­bly, and effectively.

Whether you want to deep­en your under­stand­ing of spe­cif­ic aspects of AI or build a com­pre­hen­sive per­spec­tive, this sem­i­nar pro­vides con­crete tools for active­ly shap­ing the role of AI in your own work.

Sem­i­nar Fee: €800
Reg­is­ter by 20 Sep­tem­ber to receive an Ear­ly Bird dis­count of 10%.
Mem­bers of the bay­ern design forum e.V. receive a 20% discount.

Learn more about the seminar
Do you have any ques­tions? Please con­tact us direct­ly at kontakt@bayern-design.de.

++ Please note: The sem­i­nars About AI & Ethics and About AI & Brands have been cancelled. ++

Design alone is no longer enough.

Today, com­pa­nies are look­ing for more than good design. They are search­ing for answers to ques­tions such as:

• Why does design fail to cre­ate impact?
• Why are inno­va­tions not emerging?
• Why do design, mar­ket­ing, and prod­uct devel­op­ment work against each oth­er rather than together?
• Why is it so dif­fi­cult to demon­strate the val­ue of design?

The real chal­lenge is not design itself. It is an organization’s design capa­bil­i­ty, and this is where one of the most sig­nif­i­cant future con­sult­ing mar­kets is emerging.

How is the course structured?
This inten­sive, mul­ti-day pro­fes­sion­al course offers par­tic­i­pants the oppor­tu­ni­ty to take a deep dive into the con­cept of design capa­bil­i­ty. Par­tic­i­pants will become famil­iar with key ter­mi­nol­o­gy, stan­dards, and assess­ment cri­te­ria. The course con­tent is orga­nized into four the­mat­ic mod­ules, cov­er­ing the essen­tial mod­els, frame­works, prac­ti­cal exam­ples, and real-world applications.
As part of the qual­i­fi­ca­tion process, par­tic­i­pants eval­u­ate and pro­vide com­men­tary on an orga­ni­za­tion using the con­cepts and assess­ment meth­ods intro­duced dur­ing the program.
This con­densed pro­gram enables par­tic­i­pants to audit an organization’s design capa­bil­i­ty and pro­vide well-found­ed rec­om­men­da­tions for improvement.

Who is this course for?
This pro­fes­sion­al course is aimed at expe­ri­enced, orga­ni­za­tion-ori­ent­ed pro­fes­sion­als who wish to deep­en their exper­tise in brand and design man­age­ment, active­ly shape orga­ni­za­tion­al process­es and struc­tures, or com­pe­tent­ly sup­port and lead orga­ni­za­tions on their path toward greater effec­tive­ness. Pre­req­ui­site: A min­i­mum of six years of pro­fes­sion­al expe­ri­ence in the fields of design and branding.

Course Leader: Jan-Erik Baars
The course is led by Jan-Erik Baars, Pro­fes­sor at the Lucerne Uni­ver­si­ty of Applied Sci­ences and Arts and Direc­tor of the CAS Design Man­age­ment pro­gram. Togeth­er with Bay­ern Design, Jan-Erik intro­duced the Design Fit­ness Test, which also serves as an impor­tant foun­da­tion for this course.
Jan-Erik is rec­og­nized as a lead­ing expert in design man­age­ment, com­bin­ing exten­sive prac­ti­cal expe­ri­ence with a strong back­ground in research and academia.

Par­tic­i­pants will receive a cer­tifi­cate of atten­dance upon com­ple­tion of the course.
Course Fee: CHF 2,900 / €3,100

Learn more about the course