From HOK Lecture Hall to AI Agency: Alumnus Speaks Out

Isn't the agency market already saturated enough? Alexander Herold asked himself this very question before founding his company. Nevertheless, the successful alumnus of HOK | University of Applied Sciences Kufstein Tirol took the plunge into self-employment – ​​equipped with two degrees from HOK – and directly applied the theory from his Bachelor's degree in Marketing & Communication Management and his part-time Master's degree in Web Communication & Information Systems (now: Web Engineering & IT Solutions) to practical application.

After initial career positions in bank marketing and the restaurant industry, he founded the web design and SEO agency LinebyLine as well as DKI – The AI ​​Consulting firm. In this interview, the digital entrepreneur reflects on his experiences, provides valuable insights into current technological developments, and explains how his studies prepared him for self-employment and why he forged his own path despite all the competition.

FROM THE LECTURE HALL DIRECTLY TO PRACTICE: WHAT DID YOUR PATH PROPOSE AFTER GRADUATION, AND WHAT ULTIMATELY TIRED YOU TO FOUND YOUR OWN AGENCIES?

Alexander Herold: My journey began during my bachelor's studies, as directly applying theoretical concepts was always important to me. After initial projects in the startup sector, I gained experience in the restaurant and banking industries, where I acquired valuable insights into analytics, customer experience, and strategic communication. Despite the competitive agency market, I was drawn to self-employment: I wanted to approach projects more holistically, take direct responsibility for results, and prioritize close client relationships. This is precisely how my two current agencies came about.

WITH LINEBYLINE AND DKI – THE AI CONSULTING, YOU CURRENTLY RUN TWO SPECIALIZED COMPANIES. WHERE EXACTLY ARE THE FOCUS AREAS OF YOUR DAILY WORK?

Herold: The two agencies complement each other perfectly, but they utilize different strategic levers. With LinebyLine, we support companies in the holistic implementation of digital strategies. Our focus is on web design, search engine optimization, conversion optimization, and building measurable trust on websites. At DKI, on the other hand, we approach the topic of artificial intelligence without the hype. We show companies how to integrate AI applications into internal processes, knowledge management, automation, and team collaboration. We're never just about lists of tools, but about the seamless integration of technology into existing company structures to create real, measurable added value.

Artificial intelligence is currently revolutionizing many industries. What specific role does AI play in your agency's daily practice, and how is it changing modern marketing?

Herold: In our agency, AI primarily serves as an intelligent accelerator for research, data structuring, analysis, and ideation. However, for marketing as a whole, this technology represents a fundamental shift: Expectations regarding quality are changing radically. It has become incredibly easy to generate large quantities of average output in a very short time. And therein lies the danger. Today, a competitive advantage no longer arises from the use of AI tools per se, but from their strategic and intelligent application.

How is the increasing prevalence of AI searches changing traditional SEO, and what do companies need to prepare for? 

Herold: Marketing, SEO, and AI are inexorably converging. Search engine optimization isn't losing its importance as a result; it's simply undergoing a fundamental transformation. The focus is shifting away from simply chasing individual keyword rankings toward a comprehensive digital presence. In the future, it will be about being visible in traditional searches as well as in AI-powered results and brand research. Because AI can churn out masses of generic content, only authentic content with genuine added value will survive in the market. Companies need to ask themselves: Why should an AI search or a human user trust our expertise? Clear positioning, comprehensible practical examples, structured data, and unambiguous trust signals are essential.

Looking back on your time at University of Applied Sciences Kufstein Tirol: Which professional skills and personal experiences have had the greatest impact on you? 

Herold: My studies significantly honed my thinking in networked, digital systems. The combination of a solid foundation in the Bachelor's program in Marketing & Communication Management and the systemic focus on platforms, data, and user behavior in the Master's program in Web Communication & Information Systems (now: Web Engineering & IT Solutions) continues to shape my daily work. A personal highlight was my semester abroad in Malaysia. Those six months taught me how to navigate unfamiliar environments and communicate in an interculturally sensitive yet pragmatic way – a core competency in today's marketing landscape. Above all, I've learned that implementation trumps perfection. You learn the most by doing, measuring, and continuously optimizing. The university environment and the alumni network are also very important to me; the mutual trust and friendships I forged there have endured to this day.

Links:

• Marketing & Communication Management | ft
• Web Engineering & IT Solutions | pt
• Our New Brand – HOK | University of Applied Sciences Kufstein Tirol