Between Hype and Real Value: AI in Design for Brands

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

From generative design processes to data-driven customer engagement, AI is opening up entirely new possibilities across the value chain. At the same time, companies face the challenge of distinguishing between hype and real value. Brands are being flooded with offers to automate packaging design processes and generate brand assets using AI, translating them into multiple formats. Most of this, quite frankly, is not fit for purpose.

This talk explores where AI is already being applied in practice, what real potential it holds for brands, and how packaging is evolving into an intelligent, data-driven touchpoint.

Practical examples and clear perspectives help to realistically assess opportunities and use them strategically.

‍

But what is truly relevant for brands, design, and marketing?

We look forward to hearing Caroline Mörnås (Paulig) and Tim Gelzleichter (WIN Creating Images) cut through the noise and focus on what really matters:

• How can AI be used to achieve creative excellence?

• How can brands maintain ownership and control?

• How can organizations navigate regulatory and legal constraints?

Starting from brands’ needs and strategic objectives, this talk explores — through practical examples — the real potential AI holds for brands when collaborating with experts in design and AI.

‍

16 June 2026 | 11 a.m. - 11.30 a.m.  

Messe Düsseldorf – Foyer of Hall 1
Tickets & registration: Print Digital Convention

Get in touch and request your discount code:

EPDA MEMBERS: 50% discount on conference and/or tradeshow ticket
OTHERS: €100 discount code

Claudia Josephs and Uwe Melichar will moderate the EPDA conference stream and are looking forward to meeting you.

‍