Melchers Invited to Speak at the German Chamber of Commerce’s Marketing and Communication Forum, Sharing Consumer Brand AI Practices
Dr. Mike Hofmann, Managing Director of Melchers Beijing, was recently invited to speak at a special event jointly organized by German Chamber of Commerce North China and German Center Beijing, delivering a speech on best practices how consumer brands use AI in China. The event, themed “Building Visibility, Trust and Reputation in the AI Era,” brought together more than 70 marketing, communications, public affairs, and corporate affairs professionals to explore how artificial intelligence is reshaping brand visibility, corporate communications, and reputation management.
As a market expansion partner and corporate services group with 160 years of experience in Sino-European trade, Melchers has accumulated extensive expertise in brand management, market promotion, and digital services. Dr. Hofmann’s presentation, titled “Beyond the Hype: Case Studies How Consumer Brands are Using AI Today,” moved beyond surface-level discussions of technological concepts to focus on the practical application of AI by consumer brands in enhancing brand and customer experiences. Dr. Hofmann showcased how AI enables luxury brands to create more personalized, predictive, and memorable experiences. The presentation’s message was amplified by sharing best practices from the consumer brand portfolio of Melchers, such as the use of Generative AI in campaigns and targeted advertising by Melchers’ brand partner Steiff, how AI supports the customer journey and experience from brand partners like Begg x Co, or how AI-powered novel insights from customer data at a corporate level of Melchers consumer business unit. Dr. Hofmann also highlighted lessons learned from applying AI and emphasized the importance of critical thinking and of keeping all activities aligned with the Brand DNA when experimenting with and deploying AI.
The presentation demonstrated Melchers’ continued capability for innovation in brand services and application of new technologies in its daily operation. Facing the rapid development of AI technology, Melchers remains committed to a brand-needs-oriented approach, exploring practical applications of technology in brand communication, consumer engagement, and experience optimization, helping partners maintain brand distinctiveness and competitiveness in the digital wave.
