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IBM iX
Services
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About us
Insights

IBM at AI Summit 2025

From June 24–26, we joined the AI Summit in Kitzbühel, where we helped participants identify real challenges and co-create their first AI solutions through hands-on sessions using Enterprise Design Thinking.

/imagine people setting the vision, and AI making it fly.

The AI Summit Kitzbühel brought together business and technology leaders from across Europe to shape the future of AI. Taking place at the exclusive Grand Tirolia Hotel in the Austrian Alps, the event offered a unique setting for focused conversations, hands-on sessions, and real connections.

As a trusted guide to human-centered AI, we were on-site to showcase how we help organisations design, build, and scale AI solutions — always grounded in human needs, business strategy, and real impact. Because we believe technology is nothing without the Human Factor – and AI works best when it happens for people, not to them.

Learn more about our AI Services →

Connecting the dots with AI:
Data, workflows, people.

Human-centered AI

We showed how AI augments human capabilities, not replaces them. From rethinking roles to empowering smarter decisions and more meaningful work.

AI Strategy & Intelligent Integration

AI only creates value when it’s built into the business. In our Masterclass we revealed how to align AI initiatives with an organisation’s strategy — unlocking efficiency, driving innovation, and generating new value streams.

Applied Innovation & Co-Creation

At the event, we helped participants identify real challenges and co-create their first AI solutions through hands-on sessions using Enterprise Design Thinking

Creative Intelligence in Marketing

Data met creativity and scaled it. In our panel we explored how AI transformed customer experiences, creative workflows, and decision-making across the marketing value chain.

Lead AI with Impact: Download Slides & Cheat Sheet

Missed the Masterclass? Get the key insights from “Boardroom meets Build-Room” and learn how to lead AI initiatives with clarity, the right questions, and measurable impact.

Download the Speaker Slides
Download the Cheat Sheet

Our sessions at a glance

Tuesday, 24 June

10.00 – 10.45 am

Keynote: The Future of Work:
powered by AI, driven by people

As AI transforms the business landscape, the future of work is not just about technology — more than ever, it’s about people. In this thought-provoking keynote, leaders from IBM share their journey of embracing AI at a global scale, redefining roles, and reshaping organizational culture. You’ll gain a strategic perspective on how AI is accelerating innovation, enabling smarter decisions, and augmenting human potential, not replacing it. Discover what’s coming next, what it means for your business, and how to lead your organization into the AI-powered future with purpose and impact. The future belongs to those who succeed in mastering the human machine interface.

Speaker:
Deborah Hüller, Partner, IBM
Daniel Unkelhäuser, Markerting & Comms Leader, IBM

12.00 – 12.45 pm

Panel: AI in Workforce

Collaborative Intelligence: Enhancing Human Capabilities with AI
Learn how AI supports real-world applications, enhances decision-making, and boosts productivity.
Additionally, the panel will address the social and organizational impacts of human-AI collaboration, providing a holistic view of the future of work and innovation.

Panelists:
Thomas Baumgaertner, Head of Strategy and Transformation, IBM

2.45 – 3.45 pm

Masterclass: Boardroom meets Build-Room: The Masterclass for Leading AI with Clarity, Questions & Impact

In the rapidly evolving world of AI, confident leadership starts with clarity. Yet too often, what business hears isn’t what tech means — and vice versa. This masterclass is designed to bridge that communication gap, equipping C-level leaders with the strategic understanding needed to lead AI initiatives from a position of insight, not instinct.
We’ll explore the four foundational pillars every executive needs to master to become truly AI-literate:

Tackle the Talk: If you can’t describe the problem, you can’t solve it. Learn how to frame challenges in a way that aligns teams across functions.
Ask the Right Questions: From model selection to data quality and hosting location—understand what matters, and what to ask your teams.
Decode AI Economics: Navigate hidden costs like token pricing, infrastructure impact, and the business implications of the “search traffic war.”
Move from Idea to Impact: Discover how to prototype effectively, avoid common pitfalls, and reduce time from concept to tested solution using modern workflows and platforms.

Through real-world examples and practical guidance, this session empowers leaders to cut through jargon, make smarter decisions, and become a trusted voice in any AI discussion—whether in the boardroom or the build room.

Speaker:
Fabio Pernegger, AI & Data Engineer, IBM iX
Atousa Khajehpour Khoei, Data Scientist, IBM iX

Thursday, 26 June

9.35 – 10.35 am

Deep Dive: Build your first AI use cases with us and Enterprise Design Thinking

Join us for a dynamic 60-minute hands-on session where you’ll take your first steps into the world of AI with the support of the Enterprise Design Thinking framework. Using innovative thinking methods, you’ll collaborate with peers to identify real business challenges, explore the potential of AI, and co-create your first AI use case. Whether you’re just starting your AI journey or looking to bring structured creativity to your organisation, this session offers a practical, guided approach to designing impactful AI solutions tailored to your business needs.

Speaker:
Laureen Schausberger, Managing Experience Architect, IBM
Eva Haller, Managing Strategy Consultant, IBM

10.45 – 11.30 am

Panel: AI in Marketing

The Creative Power of AI: Automation and Innovation in Marketing
Leading CMOs and CCOs explore how Artificial Intelligence is revolutionizing marketing by automating creative processes and developing innovative strategies. Discover how AI enhances personalized customer experiences and data-driven market analysis, offering limitless possibilities for modern marketing. This panel offers insights into achieving increased efficiency and creativity through the use of AI.

Speaker:
Dennis Looks, Director Digital Strategy, IBM iX