"We will see breakthroughs every two to three months" - Rolf Jeger

 

Werbewoche.ch: What was your first digital business?

Rolf Jeger, Head of Consulting at Voima GmbH and author: My very first digital business started when I was 15 years old. Back then I wrote database software for the Commodore 64 and sold it through a retailer. This was in the 80s, in 1984 and 1985 to be precise. I was proud of it at the time, including a manual and all the trimmings. That was my first step into the digital world.

 

You later founded your own agency and are now enthusiastic about the fusion of marketing and IT. Where do you see this fusion most clearly?

This fusion is evident in our daily work at Voima. We basically carry out IT projects for our customers. Marketing and IT are inextricably linked. You can no longer look at projects in isolation. The two areas are intertwined and we are becoming more aware of this every day.

 

I see a few Cannes Lions over your shoulder. So you have a creative background?

Absolutely, I sort of slipped into the advertising industry, despite my teacher's discomfort. I've always found advertising fascinating, especially in the 90s and 2000s. We've done some campaigns that have won us the odd Lion, not the top prize to be honest, but we're proud of them. That's why we present them here.

 

Today, you generate over 50 percent of your turnover with applications. When did you switch from a creative focus to a technological focus?

I think this change happened about two years ago. We are very closely connected to our customers and they suddenly had a need for apps and automation of certain business processes. We then developed apps and solutions in-house and found that it worked well. It wasn't a strategic decision at first, but this area started to grow strongly. At the same time, we observed how the traditional business was in sharp decline as a lot of things were centralized and adapted. This was an excellent development for an agency like ours, which is oriented in this way.

 

Can you give us an example of such an application?

A good example is the topic of test drives, which is very important for car dealers. We recently ran a week-long campaign for a car dealer where customers could book test drives. This is not yet widespread in the automotive industry for traditional dealers. We set up a system for the client and managed all communications, including websites, social media and advertising.

 

How did you become interested in artificial intelligence? What motivated you to get involved with it?

There was a premonition when we were experimenting with image development software last year. We had a developer who was familiar with machine learning and explained it to us. But that was out of curiosity. Then at the beginning of December, I saw what was happening with ChatGPT and it really impressed me. This technology went from zero to one hundred in a very short time. Of course, my fascination with technological developments also played a role.

 

Can you assess the significance of this development for us?

This is where technology and language come together. These are two areas that I find extremely exciting. I realized that a real revolution is taking place here, similar to when the Internet came along, or the iPhone, to name just a few examples. I think this is a significant development.

 

How did the idea of writing a book about it come about?

I just knew that I had to encounter this innovation in some way, so I spontaneously decided to write a book about it. This forced me to delve deeply into the technology to find out how it works and how it can be used for different purposes.

 

They also founded a publishing house...

As a result, we had already established the book in Switzerland, Germany and Austria two months after publication. We had the first serious guide in book form on the DACH market, so to speak. That was an exciting thing. This was only possible thanks to the establishment of our own publishing house. We realized early on that it would take far too long with an established publisher.

 

I'm sure you can give us an example of how you use AI in your everyday life.

A fascinating example is our work with a car dealer who presents a "new car of the week" and a "used car of the week" every week. In this case, the car salesperson is the person who makes this selection. However, car salespeople are often very busy and there is hardly any time to search for suitable vehicles and then publish them. The process works in such a way that the car salesperson receives a reminder via Microsoft Teams, which reminds him to make his selection for the "Occasion of the Week". He copies the link to the vehicle into the Teams chat window, and the AI takes over from this point.

 

How exactly does it work?

The AI calls up the website on which the car is listed with pictures and a detailed description of the accessories. However, this is done without any prioritization, as there are about 200 pieces of information about the vehicle listed there. We have trained the AI to identify relevant information. For example, central locking is not relevant, while a panoramic roof is important.

 

 

And what does the AI do then?

The AI automatically generates a text that is suitable for social media and also creates an animated film from the six available images. This means that the salesperson simply inserts the link and within five minutes the social media post is ready for publication, including a suitable video with animated text overlays. This use of AI enables tasks that were previously not feasible in terms of time and money. A copywriter would need hours to compile relevant information and create the post, while our process is completed in just five minutes.

 

Is the contribution still checked by someone - keyword control?

Yes, to be on the safe side, the post is checked by a person and edited if necessary. However, it could theoretically be published directly. This is a remarkable application, especially in the area of social media.

 

Can you give us another example?

We are currently working on a special solution for the hotel industry, which is currently in the beta phase. It has the working title "HotelGPT". The idea behind it is that hotels have their own interface in which they can enter information, for example for special events or offers.

 

How does this benefit hotel management?

The idea is that hotel managers, who are often very busy and don't have the time or nerves to write social media posts or enter complex requests into ChatGPT, can use this solution. We have developed the software so that the manager only has to enter a short, simple text that requires minimal time. For example, they could enter "Whisky tasting on Saturday". All other relevant information is already stored, such as the hotel category or the location of the hotel. With one click, the software then generates Facebook posts, blog posts, landing page texts, Google ads and other content in an above-average and appropriate language within five minutes, which the manager can publish directly on social media.

 

When will this tool be available for the hotel industry?

We plan to launch it this year with a distribution partner for DACH. These applications are really exciting and we are in the process of implementing this for other industries.

 

What kind of talents work at Voima?

We have a highly qualified team consisting of experienced copywriters, young developers and professionals from outside the industry who have previously worked in areas such as project management or business administration. This diverse mix is crucial. At team meetings, we realize how valuable the input of the younger generation, which is often criticized, is. It's a kind of melting pot where different perspectives lead to really good results. Everyone enjoys seeing what develops.

 

And what role do you play? Are you more of a captain or a coach?

I am the captain and determine the strategy and the direction in which we are moving. If necessary, I'm also involved in front-end development. I'm not allowed to work on the back end, but if the schedule is tight, I also support the front end.

 

How do you see the future?

That is an extremely exciting question. There is no question that the industry will change significantly in the next year or two. The dynamics of development, particularly in the field of AI, will have a lasting impact on our industry. This is not a passing fad, but a reality. This development will call existing processes into question. I'm not making any predictions for the next five years, but for the coming year I'm sure we'll see significant breakthroughs every few months that will leave us shaking our heads in amazement.

 

What role will people play in this future?

My personal conviction is that humans will continue to play a key role in guiding AI and ensuring that meaningful applications emerge. AI as an intelligent randomizer may produce great results, but it lacks brains. Although the technology is impressive and produces useful results, it is essentially not intelligent.

 

Where do you find inspiration?

I look for inspiration in many different ways. I make sure to change places often. When I travel, I often find the most productive and inspiring environments. I wrote most of the book on ChatGPT in the south of France. I also keep up to date with the latest trends via platforms like X (formerly Twitter), which is also a source of inspiration. A lot of it actually takes place with a smartphone in my hand. Yoga is also part of my rituals. A quarter of an hour of yoga in the morning grounds me and helps me to keep a clear head in these turbulent times.

 

Rolf Jeger, thank you very much for this interview. We remain curious.