ChatGPT Ads have arrived in Germany, creating a new paid acquisition channel built around conversational context rather than only keywords or audience segments. We look at how the platform works, where the opportunity may lie, what marketers should be cautious about, and how we would test it before treating it as a mature media channel.

AI might be humanity’s last invention. It is also the most useful tool Fabian has ever worked with. If its development cannot realistically be stopped, the question is no longer whether we like AI, but what we do with the capabilities it has already created.

Company culture isn’t an office, a foosball table or Friday drinks. It’s what people learn about how things actually work: what the company is building, how people treat each other, how much they are trusted and what happens when things get difficult. An office can help people connect. But if your culture disappears when people leave it, you have a bigger problem.

Customers buy the product you have, not the potential you see in it. When marketing promises a future version that product and operations cannot yet deliver, growth only makes the gap more expensive. A strong brand promise has to be compelling, but it also has to be true.

Design is not art, and a client is not a canvas. In a business context, creativity needs a clear objective. Good design translates strategy into a visual language, gives designers room to solve the right problem and can be tested against what people actually understand and do.

A website can be beautiful and still communicate the wrong thing. Good design is not about personal taste, trends or how many elements you can animate. It is about creating the right impression for the business. Every choice, from colour and typography to copy and structure, should be based on what the brand needs to say.

A brand strategy is not a polished PDF that disappears into a folder. If it does not influence decisions, communication, design and internal behaviour, it is not doing its job. A useful brand strategy gives a company direction, helps people choose what fits and reject what does not, and turns abstract ideas into action.

AI-generated content does not feel generic because AI wrote it. It feels generic because nobody brought a real opinion to the process. AI can structure, sharpen and accelerate your work, but it cannot decide what you believe. Authentic content starts with a point of view, a real voice and enough context to make the result unmistakably yours.

Companies too often turn to awareness when they want growth but do not know exactly where growth comes from. A large campaign creates attention, activity, and the reassuring feeling that something important is happening. But attention cannot repair a weak proposition, an unclear audience or a broken conversion process. It can only send more people towards them. Customers move through the marketing funnel from the top down. Companies should build it from the bottom up. The Hai

Dashboards were supposed to improve decisions. Instead, many companies use them to avoid making decisions altogether. A dashboard can show what the connected systems recorded. It cannot explain everything that caused the numbers to move, decide what matters most or tell the company what to do next. That work is called reporting, and it still requires judgment. The more confidently information is mistaken for understanding, the less intelligent the organization becomes. At a r

A good product can win customers. Performance marketing can find more of them. For a while, that can look like a complete growth strategy. Then clicks become more expensive, competitors become more aggressive, and every sale requires another payment to a platform. The company discovers that it has built an efficient way to capture demand, but very little that creates demand in the first place. Brand is what makes people remember you before the ad appears, trust you before the

The problem with marketing agencies is rarely a lack of talent. It is a business model that asks outsiders to understand a company quickly, deliver something visible, prove they fulfilled the contract, and move on before they have learned enough to become truly useful. Marketing does not improve through a succession of fresh starts. It improves when knowledge survives: when one campaign informs the next, customer reactions change the strategy, and lessons travel through the o

Companies watch competitors because it feels like strategy. A rival launches something, management panics, and suddenly someone else’s roadmap becomes your priority list. Your competitors do not know the future. They are guessing too. The useful information is not in their campaign, their pricing page, or their latest press release. It is in the lives of the customers both of you are trying to serve. Know the competition. Understand the customer. Then choose your own way. Com

Everybody talks about AI automation as if companies are already running themselves. They are not. Most “automation” is still demos, pilots, partial workflows, and humans fixing things in the background. The real opportunity is not replacing marketers with agents. It is making marketers stronger. AI works best when it helps people research faster, think sharper, analyze more, create better, and learn faster. The problem is the story. The solution is the work. AI automation is