Serviceplan Group Launches Innovative AI Labs in Munich and San Francisco

Feb. 05, 2024

84% of CMOs agree that AI, machine learning and marketing automation will define the industry in 2024[1]. Empowered by this learning, Serviceplan Group used the momentum to accelerate its global AI capacities with the launch of two AI Labs – one based at the headquarters in Munich, and the other in Silicon Valley.

Close cooperation and ongoing exchange between the two Labs will enable the Group to keep pace with the evolving technological requirements across the international markets. This unified approach positions the Group as a pioneer in delivering comprehensive, AI-enhanced digital marketing strategies and ensuring their implementations for brands and clients.

Eva Simone Lihotzky in her new role as General Manager of the AI Lab Munich, explains: (In this role, she guides AI strategy and implementation at the Group level)

“By launching the AI Lab Munich, we are responding to fast market dynamics while leveraging our House of Communication positioning. We're connecting AI competencies across our agency brands – Serviceplan, Mediaplus, and Plan.Net – to create unique cross-functional capabilities for both our Group and our clients."

Kevin Prösel, General Manager at the AI Lab Munich, says: (Kevin leverages his expertise in Experiential Marketing and Spatial Computing to drive the development of technologies and tools within the team)

“AI is rapidly changing the way we work, create and communicate. The AI Lab Munich enables us to keep pace with the latest developments and provides access to the latest tools and technologies. In this way, we aim to create an environment where creativity can unfold with the help of AI.”

While AI Lab Munich focuses on empowering the agency group, the innovation center in San Francisco called Silverside AI becomes an incubator for client as well as startup collaboration projects. The newly developed tool, The Insights Machine, contributes to enhancing operational efficiency and fostering creative solutions for both Serviceplan’s agency partners, as well as external clients. It is an AI-powered language processing tool that helps strategists create interactive marketing personas and better utilize brands’ first-party data for more precise audience targeting.

The US lab is led by Rob Wrubel, long time Silicon Valley entrepreneur and innovation executive:

"At Silverside AI, we're at the forefront of reshaping the landscape of advertising and marketing through the power of AI. Collaborating with the diverse expertise of Pereira O'Dell and the broader Serviceplan Group, we are on a mission to redefine value creation in the ever-evolving AI economy. With a focus on cutting-edge innovations and strategic incubation, Silverside AI is poised to lead the next generation of advertising technology, marking a significant step in Serviceplan Group's global AI strategy."

CEO of the Serviceplan Group, Florian Haller supports this perspective:

"Artificial intelligence is here to stay: AI has already become an integral part of our agency's work and we're seeing efficiency gains in internal processes like billing and recruiting, as well as in our client services. The introduction of two AI Labs will from now on equip all agency units with more advanced technologies, pushing us further towards becoming an AI-first company - in all our three business areas: Creative & Content, Media & Data, and Digital Experience & Technology."

[1] CMO Barometer is an annual study by the Serviceplan Group. The foundation of the study conducted in September 2023 is an online survey followed by an analysis of data from 767 international CMOs and marketing decision-makers.