Last week I had the honor to kick off our lecture series on Blockchain beyond Bitcoin. Together with Simon Feulner, I talked about the foundations and potentials of blockchain and smart contracts. I'm really looking forward to the next talks in this series.

The hype around Artificial Intelligence is gigantic. That's why Peter Hofmann and I have refrained from making sweeping statements about the potential of the associated technologies and applications in our extended editorial focusing on "AI in communication and brand management" in the current 03/2022 issue of transfer - Zeitschrift für Kommunikation und Markenmanagement. On the contrary, with our article we advocate a hype-cleaned and differentiated view of the use of AI applications in market communication and want to clear up myths and false images.

To this end, we provide practical insights into the findings of applied research, which we have gained in numerous projects with companies. After a brief technology introduction, we turn our attention to the application spectrum of AI technologies in market communication and provide readers with a practical structuring framework. Finally, we summarize and answer the question why we should not only talk about AI.