Prof. Dr. Carsten Baumgarth is Professor of Brand Management at the Berlin School of Economics and Law (Germany) and Adjunct Professor at the Ho-Chi-Minh-City Open University (Vietnam). Carsten has published more than 500 papers and books with a focus on brand management, B2B marketing, sustainable marketing, arts marketing and empirical methods and his work has been published in Industrial Marketing Management, Journal of Business Research, European Journal of Marketing, Journal of Product & Brand Management and International Journal of Arts Management among others. Carsten co-founded the Institute for Sustainability in Berlin (2012) and the Expert Council Technology Brands (2015).

AI Garage for Brands” is a digital webinar format by Prof. Dr. Carsten Baumgarth (HWR Berlin) and Dr. Steffen Schmidt (concept m AI). The main target groups are practitioners, students, and researchers. Thirteen webinars have now taken place (the 14th webinar is planned for January 2025). In addition to an overview of new developments in the AI scene, a scientific study is presented and a new AI tool is introduced. In addition, guests from brand consulting and advertising, business, and science are invited to the webinars. The digital format has been well received and has now welcomed more than 1000 participants. Furthermore, the format has also been implemented in live formats, podcasts, and managerial publications.