Few can genuinely claim expertise in implementing AI today, leaving the landscape as unpredictable as the Wild West. To demystify AI marketing tools – their applications, benefits, and more – FutureWeek is tapping into the insights of tech and marketing leaders. This week, we spoke with Max Lederer, Chief Innovation Officer at Hamburg-based advertising agency Jung von Matt (JvM).
Which AI tool has been the most impactful for your company?
We are heavily using all common and available tech on the market provided by companies like Microsoft, OpenAI, Google, Stability, Black Forest Labs etc. across the entire agency value chain.
Our independence gives us the great advantage of not being dependent on any tech network’s restrictive policies when it comes to consulting our clients and developing customised solutions across the globe, like powerful Chinese models “Kling” or “Hailuo”. But we don’t just rely on existing AI tools – we develop and train our own when it makes sense. That’s why we created JvM Stables, our in-house AI solution. It plays a key role in content production, personalisation, predictive modelling, upscaling, virtual models, AI-generated audio, voice-overs – and much more.
One major advantage: JvM Stables runs on-premise, giving us full control over training data while ensuring that privacy and copyright standards are always met.
Which AI use case are you most proud of so far?
AI is no longer just an experiment—it has become an integral part of our daily work I’m particularly proud of how naturally AI has become part of our creative process. In the last 30 days alone, our 1,500 employees have accessed over 400 AI models more than a million times. That’s not just testing AI—it’s proof that it’s now an essential tool for ideation, production, and scaling creativity across our agency.
Of course, we’re also proud of our own AI tool, JvM Stables, which allows us to create brand-consistent content while ensuring privacy and copyright compliance. But beyond the technology itself, what excites me most is how we’re using AI to create truly impactful and innovative campaigns.
One standout example is our “BundestrAIner” campaign for German energy provider EnBW during the UEFA European Championship. AI gave fans a fun, interactive way to generate their own personalised virtual soccer coach—and the numbers speak for themselves: 640,000 AI-generated coaches, 3.2 million earned media reach, 9 days of active attention in memory, 4.2 million unique users reached
Who in media and marketing stands to benefit the most from the AI revolution?
AI is set to totally transform how marketing content is created, managed, and distributed—and the brands that embrace it early will gain the most.
The biggest winners? Large-scale content ecosystems, where AI speeds up, refines, and scales content production like never before. A great example is our work with BMW. We handle centralised content editing across all channels, setting up AI-powered workflows that boost efficiency, consistency, and scalability.
By automating and optimising processes, we make everything smoother – from translation management and metadata structuring to asset organisation and global content adaptation. AI-driven approval workflows, smart tagging, and collaboration tools turn the entire marketing supply chain into a faster, more agile, and more adaptable system.
Which parts of the media and marketing supply chain are exposed to the highest risk of disruption in your opinion?
AI is shaking up content creation, adaptation, and distribution in a big way. The biggest impact? High-volume, standardised content production—think localised marketing materials, product descriptions, and translations. AI is streamlining these processes, cutting costs, and making traditional manual workflows obsolete. Content management is also getting a major upgrade.
Another big shift is happening in personalisation and dynamic content generation. AI allows for real-time campaign adaptation, challenging traditional planning and pushing brands to embrace a more agile, approach. For 2025 we predict an intensive usage of Generative AI all across the production workflow of our core product: creative campaigning. Clients rightly demand to have efficiencies passed onto them at scale.
The biggest risk? Standing still. Companies that don’t integrate AI into their workflows will struggle to keep up with faster, AI-powered competitors who are already leveraging the technology to work smarter, move quicker, and engage audiences more effectively.
Of all the societal challenges associated with AI, which concerns you the most and why?
One of the biggest challenges with AI is the lack of a clear legal framework. The technology is evolving at an incredible pace, but laws, ethical guidelines, and regulations are struggling to keep up. Especially in areas like data protection, copyright, and transparency, we need clear rules. Without them, we risk creative work being insufficiently protected, automated decisions becoming opaque, and user rights not being properly safeguarded.
Ultimately, it’s about using AI in a way that supports creativity, drives innovation, and still upholds ethical and legal standards. For that, we need a practical, well-defined legal framework that provides security while allowing creative freedom to thrive.
Have you made changes to your organisational set up for both AI adoption and to keep pace with the technological evolution?
Honestly, AI adoption at JvM has been more of a natural evolution than a top-down restructuring. It’s driven by bottom-up energy—our teams naturally integrate AI into their workflows because they see the value. We don’t force AI on anyone, but when people realise how much easier and more efficient it makes their work, they start using it instinctively.
To support this, we’ve made sure that AI is accessible to everyone. Our proprietary JvM Stables tool is even integrated directly into our Webex messaging system, so using AI at JvM is as easy as sending a chat message. We’ve also integrated ChatGPT into our system—making it available for everyone while ensuring security and compliance due to being hosted on EU servers.
What has been the biggest challenge in integrating AI internally?
Our role was to create the right framework—ensuring they had the tools, access, and security to use AI in a way that best supports their work. Whether it’s enhancing creative processes or developing new AI-driven products, we focused on removing barriers, not imposing restrictions.
What will be the net impact of AI on employment in your opinion?
Definitely positive – AI isn’t just streamlining work, it’s creating entirely new jobs, teams, and areas of expertise. At Jung von Matt, we’re already seeing this shift: AI has opened up a whole new advisory field, where we help brands maximise AI’s potential—from strategy and creative applications to legal compliance. But it doesn’t stop there: New departments and job roles dedicated to AI are emerging, reshaping how we work and collaborate.
With JvM Creators as an AI-first agency and our specialised AI design unit, Artificial Crafts, we are at the forefront of this evolution. We merge technological excellence with creativity, actively shaping how AI is integrated into brand communication.
So no, AI isn’t here to take jobs—it’s changing how we work and creating new opportunities for those who embrace it. The key? Seeing AI as a partner, not a competitor.
What about the AI future are you most excited about?
This year, we’re going to see AI shake up the creative industry like never before. One of the biggest shifts will be in video and film production—AI-generated content, real-time animation, and automated editing will completely change how brands and agencies create moving images.
We’re already seeing AI models that generate high-quality video from text prompts, reducing production time and opening up new creative possibilities. Soon, brands won’t just adapt content for different markets—they’ll be able to generate entire campaigns dynamically at scale.
What excites me most? The point where AI-generated video stops being an experiment and becomes a game-changer for the industry. It’s coming faster than most people expect.
How is your use of AI benefitting clients?
For end users, Agentic AI is making interactions smarter, faster, and more intuitive. Whether it’s personalised content, adaptive interfaces, or AI-driven services, users get seamless, relevant experiences with minimal effort.
For clients, AI means serious efficiency gains. Automated workflows speed up content production, media planning, and localisation, helping brands react faster and communicate more precisely. AI-driven agents analyse data in real time, making optimisation almost instant.
