"The magic lies in dealing with feedback" - aighty-twenty and the future of AI in marketing
In an interview with m&k, Aighty-Twenty founders Niclas Delfs and Moritz Settele offer insights into their work with generative AI. They explain how they help companies turn the potential of this technology into real business value. They place a special focus on creative content generation and the challenges of change management.
How do you turn a fleeting idea from a video into a pioneering technology? The founders of Aighty-Twenty, Niclas Delfs and Moritz Settele, explain in an interview with m&k reveals how generative AI is revolutionizing content creation and the challenges of implementing the new technology in existing systems.
Two years ago, before the ChatGPT hype broke out, a video inspired the founding of Aighty-Twenty. It showed how AI tools could be used to create advertisements for Greek olive oil in just three minutes. Impressed by this playful use of AI, Niclas Delfs and Moritz Settele decided to exploit the full potential of the technology themselves. This led to the founding of Aighty-Twenty, a company that turns generative AI into real marketing and business solutions.
From vision to reality
"We combine consulting with product solutions, similar to SAP or Palantir," explains Delfs. "Our solutions are powerful, but often tailor-made to meet the specific needs of our customers." The strength of Aighty-Twenty lies in the flexibility of its GenAI platform AVA. This enables companies to create customized content on a large scale and integrate it seamlessly into existing systems.
Content generation based on feedback
The real magic of AVA lies in dealing with feedback, continues Delfs: "The first draft often only achieves mediocre quality. The key is to deal with feedback dynamically and to optimize continuously." By precisely tracking and categorizing feedback, Aighty-Twenty increases the quality of content right through to publication quality.
Challenges and opportunities
Moritz Settele emphasizes that the biggest challenge is not the technology itself, but the human component. "It's about teaching users how to use the technology correctly and encouraging them to rethink their work processes," says Settele. The founders are also working on expanding the integration of AVA into existing workflows in order to ensure the greatest possible benefit for customers.
Look into the future
While the creative process and the use of AI are still in their infancy, the founders remain optimistic. "Creativity is not only human," Delfs is convinced. "AI can also make creative suggestions by processing and combining impressions. Of course, humans still have an advantage when it comes to innovative, unconventional creativity."
Aighty-Twenty is embarking on an exciting journey which, according to Settele, is only just picking up speed and is set to reach completely different horizons in the coming years. This is because developments in AI and its application promise a future in which technology and human creativity work hand in hand to reach new heights in marketing.
Niclas Delfs is the founder of aighty-twenty and an experienced entrepreneur in the field of high-tech growth companies. Prior to founding aighty-twenty, he co-founded Morrow Ventures and was the most recent partner of a boutique strategy consultancy in Zurich, where he led a team of over 30 people.
Moritz Settele is co-founder and COO of Aighty-Twenty and an expert in generative AI. He has led over 20 AI projects for Swiss companies and shares his knowledge as a lecturer at the University of Applied Sciences Graubünden. Before Aighty-Twenty, Moritz worked at the air cab startup Airbus and Morrow Ventures.
