Blog.

At the Swiss eGovernment Forum, Dr Clemens Ammann explored in his keynote how generative AI (GenAI) can bring real value to public administration – beyond the hype. Through a creative introduction and six critical hypotheses, he highlighted where opportunities, risks, and organisational challenges lie. The central message: it’s not the technology that determines success, but its strategic integration, the development of competencies, and the establishment of appropriate structures. GenAI is a cultural shift – not a self-starter.

How much time do shop consultants spend on specific tasks, and how successful are they in sales conversations? How long are customers willing to wait? What about staff idle time on the shop floor? Anyone who truly wants to understand day-to-day retail operations needs data – not just gut feeling. This is precisely where the activity survey comes into play.

The way you search for information is changing rapidly — particularly with the integration of web search into ChatGPT. For companies, this is not just about technology, but about concrete effects on decision-making. Precise, fast information is crucial, especially in critical phases such as high season. While traditional search engines often require extensive searching and refining, LLM-based search tools such as ChatGPT offer an efficient alternative: They provide structured, immediately usable answers to complex, context-rich questions. B2B companies in particular benefit from this, for example when looking for sustainable packaging solutions for Christmas shipments in Switzerland. This article compares LLM-based search with traditional Google search and shows how generative AI can optimize decision-making and provide companies with strategic advantages.

Our current survey in Switzerland sheds light on how marketing professionals perceive the use of generative AI and current marketing trends. Conducted among 139 marketing experts across Switzerland, the survey reveals which topics are currently shaping the industry.

At a time when companies must create not only economic but also societal value, the concept of Public Value is gaining increasing attention. But what exactly does value creation in the public sense mean, and how can companies effectively measure and enhance it?

In the latest issue of *YBusiness Magazine*, we report on our keynote session with BSC Young Boys. In a hands-on presentation, we demonstrated how generative AI can support YB – from optimising tactical strategies to exploring innovative approaches for fan engagement. Both the opportunities and challenges of the technology were at the heart of the discussion.

In a time when customer feedback is invaluable, customer panels provide businesses with a unique opportunity to gain deeper insights and make data-driven strategic decisions. But what exactly makes customer panels so valuable, and how can they be implemented effectively?

On 18 December 2024, 125 marketing experts from SBB gathered in Bern to explore the highly topical subject of generative AI (GenAI). As part of the renowned NEXT format, Flybridge Co-CEO Dr Clemens Ammann delivered in-depth insights into the challenges and opportunities presented by this disruptive technology.

“Branded House” or “House of Brands” — this strategic decision has far-reaching consequences for companies. With the “Branded House,” everything operates under a strong, consistent umbrella brand, which creates synergies and maximizes recognition value. On the other hand, the “House of Brands” enables every brand in the portfolio to develop an independent identity and address specific target groups. As is often the case, there is no “single right way to go” and hybrid forms of both approaches are an additional alternative. Our experts share valuable insights into what should be considered when making adjustments within the brand architecture.

This article explores the transformative potential of artificial intelligence (AI) in redefining market research. By simulating consumer reactions and creating detailed perceptual maps, AI technologies provide deeper insights into consumer behaviour and emotional recognition, offering innovative solutions to industry challenges.

When browsing through company websites, it is increasingly common to find a section on dedicated to the purpose (corporate purpose). Is this merely a trend or a strategic competitive advantage? We believe it is the latter, and research results from our latest study confirm this. Purpose plays a decisive role that goes far beyond a marketing trend and extends into internal orientation and consumer behaviour.

This article explores the world of guerrilla marketing, a creative and cost-effective strategy that is making a splash in the marketing landscape. We present various forms of guerrilla marketing, from ambient to mosquito marketing, and discuss their benefits and risks. Guerrilla marketing is emerging as a dynamic approach that has the potential to generate maximum impact with a minimum budget and to strengthen customer loyalty in an innovative way.

Generative AI is revolutionising the business world by dramatically increasing efficiency and redesigning the customer experience. This article examines the deep integration of generative AI in corporate strategies, highlights the significant productivity gains based on current studies, and shows how empathetic AI Companions are redefining customer proximity. We are at the beginning of an era in which AI not only supports, but also acts as an essential partner in the value chain.