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Aleksander Wiercinski ‒ Executive Creative Director at wob AG
Aleksander Wiercinski is Executive Creative Director at wob AG and co-manages the Creative Hub. Founded in 1973, wob AG has established itself as a B2B agency that specializes in marketing complex products and services. Their impressive customer portfolio includes international companies such as Gore, American Express and MANN+HUMMEL, which underlines their expertise in the B2B sector.
When Generative AI began to transform the creative industry, wob AG worked at its capacity limits, which left little time for researching new technologies. Despite this limitation, they recognized the strategic importance of the AI wave to defend their leadership position in the B2B sector. The agency faced the dual challenge of systematically implementing AI while maintaining its existing workflow, as well as convincing its entire team of the importance of AI for their future.
“We were determined to be a leader in AI adoption in the B2B sector, but balancing innovation with our ongoing customer commitments was a significant challenge.”
wob AG took a moderated bottom-up approach to AI implementation by giving team members both access to tools and dedicated time to experiment. This strategy was complemented by strong top-down management support, which left a good balance of commitment and freedom. Initially, they focused on content-related applications where AI could deliver immediate value while planning for wider integration.
“We realized that neither a pure top-down nor a bottom—up approach would work for us. We needed to combine grassroots enthusiasm with leadership support to create sustainable change.”
The agency chose DECAID Academy as an AI partner after evaluating several options. They were impressed by the DECAID Academy's expertise, comprehensive courses, and curated knowledge specifically designed for creative agencies. With limited internal resources to develop similar training materials, DECAID Academy provided the perfect solution to accelerate their AI learning curve.
“The DECAID Academy offered pre-curated knowledge that saved us considerable time while ensuring high-quality learning. Their insights proved to be really valuable not only for our internal processes, but also for customer conversations about AI applications.”
One of the biggest challenges during implementation was communicating the importance of AI to the entire team while offering structured learning opportunities. The comprehensive DECAID Academy curriculum helped wob AG build AI expertise across its organization, resulting in around 10 experts, 20 advanced users, and many knowledgeable practitioners across the agency.
The implementation process initially focused on content-related use cases where team members could see immediate impact on their day-to-day work. With growing trust, they extended the application to more complex areas. The DECAID Academy's practical approach enabled team members to apply their knowledge directly to customer projects, creating a positive cycle of learning and application.
“The DECAID Academy accelerated our implementation with practical, immediately applicable knowledge. This helped us overcome initial skepticism as team members quickly saw tangible benefits in their daily work.”
The effects of AI implementation at wob AG are far-reaching. Idea generation and decision-making processes have been reduced by around 50% in certain cases, which enables the agency to respond more quickly to customer needs. A large part of the time saved was mainly used to improve quality. Team members can now prepare more thoroughly for customer interactions and develop stronger arguments and more compelling presentations in less time.
Most importantly, AI integration has enabled wob AG to focus more intensively on its core creative work and storytelling — the areas in which they create the most added value. By automating routine tasks, the team can spend more energy thinking and creative problem solving.
Looking ahead, wob AG sees a shift towards more valuable idea generation and concept development work, with increased customer demand for exploration and innovation phases. They expect to put a greater focus on storytelling and narrative development for brands — areas where human creativity, reinforced by AI, can achieve exceptional results.
In addition, wob AG was also able to develop AI solutions for its customers, which help them to meet sales and communication goals in their sometimes very specialized markets - such as partially automated and personalized content and SEO optimization or AI-based UX improvements. In doing so, wob AG always combines its deep pool of industry expertise and B2B target group understanding with new technological opportunities.
“Although it is difficult to isolate the exact ROI due to concurrent changes in our organization, we've seen noticeable improvements in strategic areas such as ideation and customer decision making. Our ability to deal with resource constraints has also improved, allowing us to deliver higher quality work more efficiently.”
“The DECAID Academy was a decisive factor in our AI transformation journey. In the rapidly evolving creative landscape, a partner who consistently delivers relevant, practical knowledge has given us a competitive advantage. For B2B agencies who want to improve their strategic capabilities while maintaining creative excellence, the DECAID Academy is the catalyst that makes this possible.”
