AI: Between Hype, Hope and Reality – How Can Companies Profit?

Artificial intelligence (AI) is the new steam engine of our time – that is, if you believe the more optimistic voices. But whether hype or revolution: AI is changing everything. It provides personalized content, and generates fake news, but also brings groundbreaking efficiency. How can we make the most of it? And what do companies need to consider to ensure that AI becomes a real game changer – without overrunning us?

Artificial Intelligence: The steam engine 2.0?

Jobst Landgrebe, a critic of AI and a science theorist, sees parallels between the steam engine and artificial intelligence. Both are fascinating inventions – but ultimately limited in their relevance. AI is less of a panacea and more of a tool. But if we are honest, if we were all as productive as AI, we wouldn't need coffee anymore. Nevertheless, the question remains: is AI a technical milestone or just a gigantic marketing scam?

A glance at history shows that revolutions often develop more slowly than expected. Just as with the steam engine, we will only be able to assess the actual impact of AI in the long term. But one thing is certain: AI is here to stay. Companies that get on board early can secure a competitive advantage – if they know how. Which, frankly, is often easier said than done.

Risks and side effects: Fake news, data sovereignty and RAG systems

As practical as AI can be, it is not without its pitfalls. From “hallucinations” (yes, even machines dream nonsense from time to time) to fake news, AI can be full of pitfalls. A journalist in Germany recently experienced how AI falsely accused him of a crime – simply because the algorithm drew the wrong conclusions from the available data. This demonstrates how important human control remains.

The issue of data sovereignty is also a cause for concern for many companies. AI systems need data – the more the better. But what happens if sensitive information falls into the wrong hands? Striking the right balance between data use and data protection is a challenge that will occupy companies for a long time to come. A clever approach would be to clearly regulate data use, but always maintain control. RAG systems are advantageous for this, and are being used by an increasing number of companies. Retrieval-Augmented Generation (RAG) is an approach in natural language processing that combines the advantages of retrievable information systems and generative AI models. This technology makes it possible to deliver precise results by drawing on existing knowledge and using it efficiently. Specifically, it prevents hallucinations – and ensures that Sam Altman does not get his hands on valuable company data.

Multimodality: Text meets image, audio and video

Welcome to the era of AI multimodality – AI can not only write texts, but also paint pictures, create videos and even compose a song.

But multimodality is not a panacea. As with any tool, it depends on who uses it. Companies should clearly define how they can benefit from multimodal systems – whether it's in marketing communication, product development or internal processes. Where creativity meets technology, the potential is enormous – if used correctly.

AI and the media industry: Disruption at every level

The media industry is on the brink of a revolution – or rather, in the middle of one. Companies are using AI to generate personalized content on a wide range of channels and in a variety of media formats. But this raises the question: does more content really mean better content? Or will we end up drowning in the flood of content we create?

Media companies that use AI strategically can work more efficiently and reach target audiences more effectively. But the technology alone is not enough. Smart concepts are needed to maximize the advantages while preserving the human factor. Ultimately, it is the quality of the content that matters – not the algorithm.

Ethical questions: AI and the limits of good taste

Personalization through big data sounds great – until you realize that the algorithm knows you better than your own partner. But where do we draw the line? How much privacy are we willing to sacrifice for better recommendations?

This is where ethical questions arise. Companies must act transparently and build trust – otherwise the technology will quickly backfire. Ethical guidelines are not just “nice-to-have”, but essential.

On buzzwords and reality: How companies can use AI sensibly

“AI will change the world!” – That is the promise that we hear every day. However, companies should not see AI as a panacea. It is about defining clear use cases and developing smart strategies. Whether it's content automation, data analysis or personalization – asking the right questions will help you find the right answers.

And sometimes a little common sense also helps when the algorithm spits out another absurd recommendation. Because, no matter how serious it is: AI is a tool, not a magic trick. Understanding this helps us to use the technology in a targeted way and create real added value.

Looking ahead to 2025: What can we expect?

The next few years promise exciting developments. From sustainable business models to specialized tools, the possibilities are endless. But success will depend on how well companies integrate AI into their processes.

Sam Altman, CEO of OpenAI, puts it humorously: “AI could mean the end of the world, but until then we'll create great companies.” Well then, let's look forward to the next innovations!

Conclusion: Use AI with intelligence

Artificial intelligence is like a toolbox full of new possibilities. It can simplify processes, support decision-making and inspire us. But no matter how enthusiastic we are, we still have a responsibility: how do we use AI without losing control? Companies that focus on quality, ethics and transparency can use AI as a real game changer – while also making sure that people remain in the driving seat.