Tamara Güçlü

AI at C-level: Business Models in Transition

Top managers from film, advertising and media discuss how AI is redefining their industries. Rhys Nölke sees AI as a key strategic growth driver for content and efficiency. Larissa Pohl emphasizes the disruptive effects on value creation and calls for clear political guidelines for the industry. Hannes Jakobsen designs AI-supported workflows in film production and calls for new rules for transparent processes. Dieter Gorny reminds us that technology has no impact without strong content.

AI – muse or monster? We are excited to see how the industry is shaping its future.

In cooperation with GWA (Gesamtverband Kommunikationsagenturen) and Produktionsallianz.

How AI Assistants Can Scale Your Business

How does a company scale when AI assistants become an integral part of the organisation? This talk provides insight into the development of a hybrid way of working consisting of people and currently 50 AI assistants - including clear roles, "personnel files" and structured feedback discussions for quality development.

The focus is on best practices for introduction, operation and governance: which processes reduce costs, how can bottlenecks in the labour market be mitigated and where does real scaling occur? We will also be looking at the next stage of development: AI managers who will take on responsibility and manage the assistants in the future.

In cooperation with Leaders of AI.

Digitally Grown Up: Why We Need to Know What Digitalisation Is – In Order to Change It

This keynote will focus on the foundations of the idea of digitalization, its development and its cultural connections to industrialization and in the knowledge economy. Platforms, technocrats and authoritarian tendencies in large corporations show us that we urgently need to advance the idea of self-determined, human-centred digitalization. To do this, we can build on good traditions.

"We have the choice between being immature consumers and designers of technology. The decision is now," says Wolf Lotter.

Before the keynote, there will be an opportunity to meet Wolf Lotter in person in the foyer at 15:00 and have his book "Digital Erwachsen" signed.

Zoom out, Brain! What Creatives Already Feel About AI But Haven't Thought Through Yet

The meta-medium AI turns creativity into assembly line goods. Everything becomes generatable, everything becomes content, the triggering of emotions is optimized. Boris Eldagsen, AI mastermind and artist at the interface of image, technology and meaning, zooms out: Why do we still need creatives if AI can make the audience feel?

In his impulse, he shows why the real problem is not AI, but meaning. And why creatives no longer have to produce, but have to decide what counts at all. In the subsequent conversation with Tamara Güclü, he discusses strategies against the great creative indifference.

Wrap Up: What Are the Take-Aways After the First GCES Day?

After the first day of the German Creative Economy Summit 2026, it's time to take stock: In which direction are we moving? What can we already take away? What are we looking at tomorrow?

Moderator Tamara Güçlü categorizes the impulses, learnings and discussions around AI, transformation and responsibility – with a view to another day full of exchange and networking.

Many Roles, One Voice & the Courage to Be Creatively Complex

Miriam Davoudvandi moves between music, media and literature – and combines pop-cultural perspectives with social issues. In this interview, she provides insights into her journey through different areas of the creative industries and reflects on what it is like to position yourself beyond clear role models. It is about hurdles and room for manoeuvre as well as the power of hybrid identities. It also looks to the future: What changes will artificial intelligence bring – and how can creative professionals play an active role in shaping change?

From Politics to Capital: How Public Funds Leverage Private Creative Investments

In her keynote speech, Caroline Norbury shows how public-private partnerships create an environment in which the cultural and creative industries are recognised as an economic priority and strengthened in the long term. She outlines the roles, key players and institutions that support such ecosystems – from policy to funding logics to implementation in the market. It also focuses on the research and innovation community as a catalyst: What strategies help to invest in new IP, new talent and creative risk? And how can public funding mobilise private funds in a targeted manner and scale impact?

This keynote will be held in English.

Made in Europe: The Data Room as a Tailwind for AI & Creatives

Europe is at a turning point: While global tech giants are shaping the AI market and dominating digital public spheres, there is growing pressure to strengthen digital sovereignty, effectively protect creative content and ensure democratic diversity in the digital space. This raises the following questions: What rules do the creative industries need in the AI economy? How can copyrights be protected – and who owns the data used to train AI?

It will be discussed whether a European data space can be a realistic counter-model to platform monopolies and create fair conditions for creatives. Different perspectives from the worlds of art, business, law and politics will come together – and reveal just how complex the search for solutions is.

The Creative Shift: Transformation, AI & Political Responsibility for the Creative Industries

The cultural and creative industries are a key driver of innovation, social cohesion and economic dynamism. At the same time, it is facing profound changes: Artificial intelligence is changing creative work processes, automating activities and giving rise to new job profiles, while others are disappearing. These shifts often remain invisible in the creative industries, as they are predominantly made up of solo self-employed workers whose burdens, uncertainties and transformation processes barely appear in statistics.

This is precisely why we need a political debate on how we can harmonise creativity and technology in a meaningful way. How do we create qualification and retraining programmes that effectively prepare employees in the sector for new tasks? How do we create framework conditions that promote innovation, enable fair working conditions and make the diversity of the creative industries visible as a common social force? And how can we succeed in positioning this heterogeneous sector politically in such a way that it receives the support that corresponds to its economic and cultural significance?

In this panel, leading voices from the industry will discuss how we can jointly develop a strong, sustainable political position - for an industry that is impressive in its diversity but still struggles to assert itself in public perception and political prioritisation.

AI Between Awakening and Fear: An Assessment of the Situation

The cultural and creative industries are undergoing profound change: AI is accelerating processes, shaping new economies and calling old certainties into question. How do we navigate through these times, in which technological leaps and legal uncertainties create both opportunities and conflicts?

Nico Hofmann talks to Tamara Güçlü about this. The successful producer and director sees AI as a creative boost – from effects to animation – but clearly warns against the "massive expropriation of copyrights". His voice carries weight, and one thing is clear: this change can only be shaped intelligently by bringing together all 11 submarkets.

In co-operation with Nico Hofmann Film.

Wrap-up: Where Do We Stand After Two Days of GCES?

After two intensive days, moderator Tamara Güçlü sums up the German Creative Economy Summit 2026: What have we learnt? What have we argued about? What impulses have we taken away with us?

She summarizes where the cultural and creative industries stand after 48 hours of debates on AI, transformation and responsibility. And it asks: What do we need to change – and how can we do it together? A conclusion that provides clear orientation and looks to the future.