School of Management at the Digital Food & Beverage Conference in London

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In early March, the prestigious Queen Elizabeth II Center in London, located next to Westminster Abbey and Big Ben, hosted Europe’s largest Digital Food & Beverage Conference. The event brought together leading global companies such as Dr. Oetker, TikTok, Amazon, Tesco, Coca-Cola, Ferrero, Unilever, Mondelez, Heineken and Barilla to discuss the latest trends shaping digital transformation in the food and beverage industry.

Among the many insightful presentations, Hon. Prof. (FH) Mag. Alexander Tauchhammer and FH-Prof. Dr. Bernhard Guetz from the School of Management at Carinthia University of Applied Sciences were invited to discuss with participants, connect with peers and share their expertise on AI-driven marketing and the strategic use of data in digital sales and advertising.

Data as the Industry’s Superpower

A major takeaway from the first day was that data is the real superpower in today’s fast-moving FMCG sector. However, like any superpower, it needs mastery to be fully leveraged. Companies must:

  • Deeply understand their data to unlock its full potential.
  • Effectively manage data to drive business impact.
  • Utilize data responsibly to enhance consumer experiences and drive innovation.
  • Acknowledge its limitations, such as poor integration, privacy concerns and misinterpretation risks.

AI’s Transformational Power in Digital Marketing & Sales

On the second day, the spotlight was on Artificial Intelligence (AI) and its disruptive influence on digital marketing and sales. During an expert panel discussion, Hon. Prof. (FH) Mag. Alexander Tauchhammer shared insights on how AI is reshaping consumer engagement strategies:

  • AI revolutionizes digital marketing and sales, but its real potential can only be unlocked through a clear strategy and adaptable business structures.
  • Companies that embrace data-driven decision-making and innovative cultures will gain a competitive edge.
  • The post-cookie era requires brands to rethink their advertising and customer engagement strategies to maintain relevance and trust.

The Digital Food & Beverage Conference provided a valuable platform for discussions, networking and forward-thinking insights. As AI, data and digital strategies redefine the industry, the School of Management at Carinthia University of Applied Sciences remains at the cutting edge—offering innovative programs such as Digital Marketing & Sales and Digital Transformation Management to prepare students for the challenges and opportunities of the digital economy.

Exciting times lie ahead in the world of AI-driven marketing and digital consumer engagement — and Carinthia University of Applied Sciences is ready to shape the future!