Creativity 2.0: When AI and humans work together

This interview was first published in OÖ Magazin, issue 1/25.

An Upper Austrian advertising agency is redefining technical B2B marketing. For Conquest, AI is more than just a buzzword, it is a tool that is revolutionizing industrial marketing

In a world where AI dominates the headlines, an Upper Austrian company is showing how to shape the future today. We spoke to Klaus Lindinger, Managing Director of Conquest, about Lego, trucks and the power of AI in B2B marketing.

Klaus, how did you come to specialize in technical B2B marketing?

Klaus: (laughs) It all started in my childhood. I was a real Lego-Technik fan. Today, I live out this fascination in our family agency. I’ve been running the company since 2013 and we make technical brands attractive and their marketing efficient.

How does AI come into play?

Klaus: AI is like a turbocharger for us. It can read and understand a thousand pages of technical documentation in 16 seconds. We use it to understand complex products more quickly and communicate them more precisely.

Can you give a specific example?

Klaus: We currently create 10 to 15 campaigns per year for Iveco, one of the world’s leading truck manufacturers, which have to be played out consistently across all channels. We use our AI tools here to understand product information faster and better and translate it into accurate marketing materials. This increases precision and saves time.

Isn’t AI replacing human creativity?

Klaus: (smiles) Not at all! AI is a tool that creates scope for real creativity. It helps with the technical details, but the ideas come from our team.

How do your customers react to the use of AI?

Klaus: Many people were skeptical at first. But we are seeing concrete successes and even offer workshops. The results are convincing: faster processes, more precise communication and often cost savings.

How do you view the future of B2B marketing?

Klaus: AI will fundamentally change things. We will see more individualized customer approaches, closer integration of sales and marketing and perhaps fully automated campaigns. But humans must remain in control.

What advice do you have for companies that want to use AI in marketing?

Klaus: Creating awareness – among management and in the team. Above all, AI is a change management task. Get external support, reduce fears and be open to the possibilities. AI will fundamentally change the way we work – let’s seize this opportunity!