Sold-out crowdat the mcbw
5/22/25 Nearly 100 guests joined us for this year’s mcbw event on 13 May 2025: »Can AI Understand Design? Brand as a Data Set«. An evening full of inspiring insights into our data-driven brand work – thank you to everyone for your interest!
Recording of the event
The evening kicked off with our Design Director, Alex Geh, who demonstrated how AI tools like ChatGPT respond to design prompts – including the strengths, weaknesses and limitations of generative AI in creative processes.
David Kaipf, Creative Developer, offered a deep dive into our new data platform, The Regular Brand. Using AI and big data, it allows for the analysis of complex brand systems – and reveals how distinctive or interchangeable a brand truly is within its market context.
Vera Schnitzlein, Head of Strategy and Digital Business, presented key insights from various industries: Which visual codes dominate the market? And how can a brand deliberately stand out by breaking with conventions?
Alexander Albrecht, CEO of our tech partner bakdata, shared the technological challenges: How do you process vast amounts of data? And which technologies make them usable for effective brand management?
In his closing remarks, Managing Partner Simon Betsch explained why KMS TEAM has always analysed what’s considered standard: to build brands that deliberately set themselves apart. Because preference arises through differentiation – and differentiation starts with knowing the norm.
