Conversational AI: Transforming Brand Communication

In April 2026, Matthias Constantini gave a guest lecture in the Marketing & Communication Management program at HOK | University of Applied Sciences Kufstein Tirol on a technology that is fundamentally changing brand communication: Conversational AI. With the help of AI chatbots and voice assistants, generative systems enable natural, human-like dialogues in real time – thus opening up entirely new levels of customer interaction for companies.
 
Matthias Constantini, former managing director at impalawolfmitbiss and now MARKENFUNK, has over 20 years of experience in digital marketing and now supports brands as an independent consultant in their strategic development in the areas of networks, data and chatbots.
 
The guest lecture was organized by Stephanie Kogler, PhD, as part of her course on advertising and media planning. The aim was to demonstrate to the students, in a practical way, how generative AI systems can expand the traditional advertising mix and increase the efficiency of the customer journey. Through practical examples, Constantini illustrated how brands can make the leap from one-way information dissemination to interactive customer engagement by using intelligent dialogues.

FROM MONOLOGY TO DIALOGUE: CHATBOTS AS A BRAND EXPERIENCE

A central theme of the presentation was the fundamental shift from one-way monologue to dynamic digital dialogue. While traditional marketing channels often remain static, AI-powered chatbots enable real-time interaction.

Constantini illustrated that modern dialogue systems now function as fully-fledged digital brand ambassadors: They instantly recognize individual customer needs, ensure a consistent brand voice, and combine automated efficiency with a personal touch. The additional integration of voice technologies makes this communication even more natural and accessible, enabling intuitive interaction between people and brands. 

PURE PRACTICE: SELF-PROGRAMMED CHATBOTS IN THE RECRUITING PROCESS

A particular highlight was the demonstration of current projects using self-programmed chatbots. Instead of limiting himself to purely theoretical concepts, Constantini showed how technical logic and creative brand management merge in programming. This was particularly evident in the example of recruiting chatbots, which are specifically tailored to the communication habits of the younger generation.

These chatbots enable seamless initial contact in the application process and create a modern candidate experience directly on smartphones through fast, natural dialogue. The students learned firsthand about the challenges involved in designing such dialogue flows and how data from real-world interactions is used to continuously optimize AI and strengthen the connection with the target group. 

The presentation made it clear that conversational AI is not merely a technical feature, but a strategic tool for building trust and engagement in a digitalized world. The students received tangible insights for their own professional development and learned how to strategically leverage technological innovations to successfully meet the complex demands of the future media landscape.

Links:

• Marketing & Communications Management | ft
• Our New Brand – HOK | University of Applied Sciences Kufstein Tirol