"Faster transportation thanks to AI"

m&k Werbewoche.ch: On Friday, the Text Academy Foundation invites you to a Panel discussion on the topic of "Job enrichment through artificial intelligence" one. Do you think that artificial intelligence will actually enrich our work?

Christoph Soltmannowski: Above all, it will free us from simple routine tasks. Those who previously only had to perform simple tasks at work will benefit most from AI. This will lower the barrier to taking on a more demanding job.

Is that already the case today?

In fact, the Jung von Matt agency is already using chatbots to create ideas for new slogans, as its managing director Roman Hirsbrunner recently told the NZZ revealed. Other junior tasks and routine work will soon be taken over by AI. This means that when you start your career, you will already be doing what was previously the task of the first management level. And AI will not stop there either. It will also support creative processes. Risks such as job loss will be offset by opportunities: Those who have mastered the use of these AI tools will be able to achieve more more quickly - and may also rise up the career ladder faster.

In the announcement of your panel discussion, it is mentioned that the Federal Examination for Copywriters will not take place in 2024 - a consequence of writing robots like ChatGPT?

In fact, this is also about a revision of the job description. It's not just ChatGPT & Co. that have changed everyday working life. In addition, copywriters will probably also have to be graphic designers in the future.

Apparently, a lot will change fundamentally in the age of artificial intelligence. Is there any cause for concern?

Don't worry, but we need to be open to change - and fit to deal with AI. Completely new professions are also emerging. And work is becoming more creative. Brand designer Daniel Allemann comes to mind: he completed the CAS Digital Publisher - AI Writer / Prompter with us. As he says, artificial intelligence inspires him in his daily work - and that's fun. In fact, completely new professions are emerging, such as the "Prompt Engineer".

To this end, the Text Academy Foundation launched the "Prompt Engineering Academy" at the end of 2023. Who is your offer aimed at?

In fact, to anyone who wants to survive in the rapidly changing communications and marketing industry in the future, including in new professions such as "AI Writer", as a "Prompt Creative Director" or as a "Prompt Engineer". We offer this and more - in combination with our existing CAS courses and in partnership with the HWZ, Zurich University of Applied Sciences. The course is divided into eight modules and can be completed with the Masterclass title "Prompt Engineer".

Will the communication, marketing and media professionals of the future be more technicians than creatives?

In our training programs, we also go into the theoretical and technical basics of artificial intelligence - simply to explain the background. However, the focus is on practical application: textual and creative in image and video form, as well as strategy and conception. Our lecturers come from different fields: From experts in science and computer science to creative minds with practical experience in the communications industry.

Within the framework of the Talk round "Job enrichment through AI: when copywriters will soon also have to be graphic designers" The panelists are Lisa Steger, sponsor of the Swiss Text Academy Foundation's Swiss Federal Certificate for Copywriters, occupational psychologist Eva Fankhauser, Christian Reiter, ETH computer scientist and entrepreneur, and Prof. Dr. Ivo Hajnal, AI lecturer at the Text Academy Foundation. The moderator is Sarah Andrina Schütz.

The lunch event with free sandwiches will take place on Friday, March 22, from 12:00 to 12:45 at Technopark Zurich in the Cobol room. Registration is not required.