Maximilian Kratzer ‒ Head of Digital at Ideenhaus
Maximilian Kratzer is part of the agency management at IDEENHAUS, a 36-year-old brand agency with offices in Nuremberg and Munich. With over 25 employees, IDEENHAUS specializes in the visual and content translation of brand strategies through a data-based, scientific design approach. Their core services include corporate design, brand and marketing management, and employer branding. The agency serves renowned clients in the B2B and B2C sectors and maintains customer relationships that last for an average of 8 years.
In contrast to many agencies that saw AI as a threat, IDEENHAUS recognized the considerable potential right from the start. They wanted to use AI to increase efficiency, gain competitive advantages and expand their range of services — simply use new opportunities offered by generative AI. The agency was faced with a decisive challenge: How could they effectively train and further train their entire team in AI technologies, not just selected specialists? They needed a solution that integrated AI as a “team member” to expand human capabilities rather than replace them.
“We saw AI as a huge opportunity to improve our efficiency and gain competitive advantage, but we needed all of our team members who could understand and use the technology, not just a handful of specialists.”
IDEENHAUS was looking for a comprehensive AI training solution that could involve their entire 25+ person team regardless of role or seniority, because it alone was simply not possible to keep up with the pace of current developments. The DECAID Academy offered exactly what they needed: structured, agency-specific training with practical examples that were directly applicable to their daily work. The Academy's weekly Friday live masterclass sessions became a cornerstone of their AI implementation strategy.
“The DECAID Academy offered regular, weekly AI training with agency-specific, practical examples that our entire team could immediately apply in their work, regardless of their role or level of experience. We had a solution that could be used immediately and immediately in everyday work.”
The introduction of AI training across the agency presented logistical challenges. IDEENHAUS dedicated time each week for the team to participate in the DECAID Academy sessions and made them a priority by scheduling them every Friday at 11 a.m. This Friday live masterclass session quickly became an established ritual in everyday agency life — an appointment that the team did not want to miss.
This commitment from management level signaled to the entire organization the importance of AI adoption. By creating a consistent learning plan, IDEENHAUS ensured that AI knowledge spread across the agency, regardless of department or seniority. This inclusive approach was critical to transforming their organization.
“Setting aside time for learning was essential. Making the sessions a regular part of our schedule showed our team how seriously we take AI adoption.”
Thanks to the DECAID Academy, IDEENHAUS has both improved its existing services and expanded new revenue opportunities with new AI services. Agency-wide AI training has enabled them to work more efficiently while expanding their offerings for customers.
Their existing services have been significantly improved. Project managers now create comprehensive briefings in half the time, account managers develop personalized customer suggestions faster, and the creative team generates and refines concepts more efficiently. These improvements enable IDEENHAUS to deliver the same premium service to its customers while increasing their internal productivity.
In addition, they have introduced new services that would not have been possible before. One outstanding example is their on-demand visualizations. For a customer who produces his product with a fresh plant, IDEENHAUS was now able to create new raw material images all year round, even though it only blooms a few weeks a year. With this service, completely new options are now open up. This innovative approach complements their core work in brands and opens up additional revenue streams.
The impact is across all departments, with all 25+ team members now using AI tools on a daily basis. This organization-wide adoption has created a consistent technological foundation that improves collaboration and positions the agency competitively for the future.
What made this transformation truly remarkable was the depth and breadth of the DECAID Academy curriculum. Their structured approach, which ranged from basic to advanced applications, enabled a level of agency-wide adoption that would otherwise have been impossible to achieve. The in-depth training and practical focus of the DECAID Academy made IDEENHAUS faster, better and more efficient in ways that they could not have achieved alone.
“The comprehensive DECAID Academy training approach made this transformation possible in the first place. Without their structured approach, which covers everything from basics to advanced applications, we simply could not have achieved this level of agency-wide adoption and innovation. They've made us faster, better, and more efficient in ways we couldn't do alone.”
“I recommend DECAID Academy to any organization that is serious about implementing AI. It's perfect for all departments and its value is truly invaluable for creative teams who want to stay at the forefront of technology.”
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