On Monday, 11 May 2026, Prof. Dr Carsten Baumgarth from the Berlin School of Economics and Law (HWR) gave a guest lecture on the topic of ‘Augmented Brand Intelligence’ at the markstones Institute. He was invited to speak as part of Prof. Dr Christoph Burmann’s lecture ‘Fundamentals of Innovative Brand Management’ for fourth-semester Bachelor’s students. Using numerous practical examples that were as interesting as they were engaging, Professor Baumgarth demonstrated how artificial intelligence can today improve the speed and quality of a wide variety of work processes within the context of brand management.