mac uses AI to create more productive processes and sustainable solutions
mac. brand spaces, the Langenlonsheim-based specialist in live communication, systematically deploys artificial intelligence across the entire group to streamline processes, boost productivity, and unlock new creative and economic potential. The use of AI is not a short-term trend, but rather part of a strategically driven transformation—with clear guidelines for efficiency, data security, and regulatory compliance.
“For us, AI isn’t just a standalone tool, but a strategic lever for managing complexity and sustainably enhancing our performance,” says Stefan Trieb, CEO of mac. brand spaces. “The key is to deploy technology strategically where it creates real value—for our clients, our projects, and our employees.”
The starting point was a group-wide assessment that deliberately focused on harmonization rather than uncoordinated individual initiatives. Under the leadership of Ralf Sonnefeld, Director of IT & Digitalization, mac developed a strategic framework that defines clear priorities: legal certainty with regard to the European AI Regulation, economic scalability, and practical use cases in the business departments.
At the heart of the implementation is a secure, basic AI service for all employees. To achieve this, mac uses a text-to-text chat feature integrated into its own ERP system and based on the OpenAI API. Company data is not used to train the models, but is incorporated solely for contextual purposes. At the same time, mac relies on a usage-based cost model (“pay-as-you-go”) rather than blanket individual licenses—an approach that combines technological capability with commercial prudence.
“Our goal was to create an environment where employees can use AI productively and responsibly—without risking confidential company or customer data,” explains Sonnefeld. “Only when security, transparency, and practicality come together does real value emerge.”
AI is already being used particularly extensively in design and creative teams—for example, for image and video generation, the development of visualizations, or the rapid iteration of concept ideas. Marketing, sales, project management, and IT are also increasingly benefiting from AI-powered applications, for example in presentations, translations, documentation, or the analysis of complex data sets. This is complemented by mandatory training and clear transparency rules, such as labeling AI-generated content.
At mac, the use of AI is closely linked to sustainability and efficiency. More precise planning and data-driven decisions help conserve resources and make processes more robust. In this way, mac underscores its commitment to using technological innovation responsibly—as an integral part of sustainable brand and experiential spaces.