Between Hype and Value Creation:

  • Using AI in Design Effectively for Brands
The presentation will be given in English.

Artificial intelligence is changing the game—including in the design industry. But what aspects of it are truly relevant to brands, design, and marketing?

From generative design processes to data-driven customer engagement, AI opens up entirely new possibilities across the entire value chain. At the same time, companies face the challenge of distinguishing between hype and genuine value. Brands are inundated with offers to automate the packaging design process and to use AI to generate brand assets and translate them into various formats. The vast majority of these are simply useless.

The presentation highlights where AI is already being used in practice today, the real opportunities it offers brands—and how packaging is evolving into a smart, data-driven touchpoint.

This is where brand needs and agency expertise come together. Practical examples and clear analysis help assess opportunities realistically and leverage them strategically.

  • Caroline Mörnås
Design Lead, Paulig, Sweden
As Design Lead at Paulig, Caroline oversees company-wide design initiatives and processes, as well as design for brands including Santa Maria, Paulig Coffee, and Conimex. Driven by the belief that creating the right conditions and building confidence is key to delivering results as a team, she focuses on linking creative contributions to measurable outcomes, whether commercial, environmental, or brand-related. A proud member of the team behind many award-winning designs recognized by Cannes, Red Dot, iF, and Pentawards, she attributes her holistic approach to her academic background in architecture and her servant leadership style to her many years in the hospitality industry.
  • Tim Gelzleichter
Head of Digital at WIN Creating Images, Germany
Tim Gelzleichter works at the intersection of packaging design and technological innovation. With over 10 years of experience in packaging design and 3 years as a pioneer in the integration of generative AI, he drives digital transformation as Head of Digital at WIN Creating Images. As a Gen-AI Creative Technologist, Tim shapes the future of brand experiences by combining creative excellence with cutting-edge technology. He has developed high-impact solutions for renowned brands such as Warsteiner, Lindt & Sprüngli, Emmi, Diwisa, Pommery, Migros, and Vileda. Tim’s unique perspective is driving the evolution of packaging from traditional design toward intelligent, AI-powered experiences that captivate and inspire.

to the program

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