When experts from Bürkert, Ziehl-Abegg, ebm-papst, Bechtle, Schwarz Digits, and numerous companies from the Würth Group gather at ARNOLD UMFORMTECHNIK to discuss artificial intelligence, it must be DigiDays in Dörzbach. The “Freiraum” provides the perfect setting for this event. For three days, the focus is on how small and medium-sized enterprises can incorporate AI into their everyday work.
The event kicked off with a theme day focusing on marketing. This was followed by “Business Excellence” on sales topics and production. The agenda did not focus on theoretical principles, but rather on applicable tools and strategies for everyday use. To this end, ARNOLD invited experts from the now strong AI environment in Heilbronn and relied on the practical experience of its partner companies.
Margareta Jäger from GenHuman GmbH opened with a neuroscientific perspective: How is AI changing the way we think? And what do we need to change when we use AI? Her answers were based on current brain research: AI can be a turbocharger for learning, but only if humans themselves continue to think for themselves. Responsibility and goal setting remain with us.
Marcus Vial, AI expert in corporate design at Schwarz Digits, showed how small the proportion of humanity is that actively and intensively uses artificial intelligence to date—apart from occasional chats with bots. At the same time, the pace is enormous: entire campaigns can now be set up within hours, something that would have taken agencies weeks to do in the past.
Slides and videos in minutes
Mark Siller, AI Coordinator at IT service provider Bechtle, demonstrated how this works in practice. Using the AI tool Claude Code, he created an animated video in 40 minutes without writing a single line of code, without manual intervention, and without a camera. He also had his presentation slides generated completely automatically, in Bechtle's corporate identity. His colleague Fatih Yilmaz, Head of Marketing AI & Operations, added the methodological side: Bechtle systematically asks the fundamental questions before every AI project. Why AI, for whom, with what data? “Often someone comes up with an idea, runs with it, and is then left on their own,” said Yilmaz. That's what they want to avoid.
Julian Thoma from the Innovation Park Artificial Intelligence (IPAI) in Heilbronn set the overall framework. His core message: AI transformation cannot be achieved alone. Thoma advocated a shift “from ego system to ecosystem” and saw this already emerging here in Hohenlohe. “So many familiar faces here!”
Julian Thoma from Innovation Park Artificial Intelligence (IPAI) in Heilbronn set the overall framework. His core message: AI transformation cannot be achieved alone. Thoma advocated a shift “from ego systems to ecosystems” and saw this already emerging here in Hohenlohe. “So many familiar faces here!”
In the afternoon, workshops explored the ideas from the keynotes in greater depth. Isabell Baumgart, Head of Marketing at Schwarz Digits, showed participants how AI can be used to develop core messages for a marketing campaign that go beyond the generic standard. Her advice: provide the context in a structured way. “The first result is a useful basis, but still far from the finished message.” The next step is to assign the AI a critical counter role that offers resistance.
Increasing visibility: From SEO to GEO
Patrick Föller from ARNOLD's parent company, the Würth Group, explained what is important in generative engine optimization—in other words, how to become visible not only on Google, but also on ChatGPT and Perplexity. And Jan Kaibel from ARNOLD demonstrated how AI agents can be used on a small scale, for example for vehicle damage reports or fleet management. Here, too, the ideas can be implemented immediately in almost any company.
This was well received by the more than 50 participants. “We're all in the same boat,” said Arne Haag, head of marketing at Bürkert Ventiltechnik in neighboring Ingelfingen, summarizing his impressions. Matthias Ulshöfer from fan manufacturer ebm-papst could also imagine the exchange being used for other topics.
The DigiDays were organized by a team led by Johanna Flügel, Nicole Keilbach, and Frank Guse. Flügel is already looking ahead to the next few days: This Wednesday, the focus was on sales under the heading “Business Excellence,” and on Thursday, it was on production. “Especially when people are working on machines and using AI, every mistake is dangerous,” says Flügel. “This is interaction with the real world, where completely different requirements apply.” Frank Guse adds: "Today, we still regularly assume that the recipient of our AI-generated communication is a human being. That will change, and we have to respond to it!”
For organizer Nicole Keilbach, the DigiDays approach has already paid off. Instead of a traditional conference, the aim was to create a place for genuine exchange. It worked. After just one day, it was clear: “We can see how much interest there is in generative AI in marketing and what opportunities it opens up. The key is to choose the right tools, test them thoroughly, and stick with them in the long term.”
About the ARNOLD GROUP
Since 1898, the ARNOLD GROUP has been synonymous worldwide with intelligent and forward-looking fastening technology. Based on many years of expertise in the production of highly complex extruded parts and innovative fasteners, ARNOLD has long established itself as a comprehensive system provider and development partner for integrated fastening solutions.
For more than 30 years, ARNOLD has also been offering machine and processing technology for the automated assembly of fasteners – individually tailored to customer-specific requirements, efficient and reliable.
The BlueFastening Systems philosophy underlines this holistic approach: The close integration of engineering, high-quality fasteners, precise functional parts, and state-of-the-art feeding and processing technology ensures maximum efficiency, sustainability, and global innovation – all from a single source.
ARNOLD has been part of the Würth Group since 1994 and is driving the future of fastening technology forward with the highest precision and innovative strength.
