Felix Burger / Creative Innovation Lead
Building future customer journeys.
Before a customer sees a brand, an AI already has. It reads, ranks and rewrites brands long before a human gets to choose. I work with BMW, Porsche, adidas, Bosch and Hyundai to design for both moments: the machine that decides what gets surfaced, and the human who still makes the call.
Customer journeys used to start with human attention. That starting point has moved. Most current media mixes still optimise for a step that is no longer the first one. Brands need to become machine-facing: discoverable to the AI systems that decide what gets surfaced, and still worth choosing for the humans who make the call.
Future Customer Journeys take two disciplines: Experience innovation for the human end and brand infrastructures for the machine end.
Shifting user behaviours, the emergence of new platforms and media, and the accelerating pace of technological development are confronting brands and agencies with new challenges. Now is the time to seek bold answers.
To equip brands to thrive in
future customer journeys.
Selected projects
Joytopia, BMW ↵
Hypnopolis in Fortnite, BMW ↵
Future Play, Jung von Matt
AI Beauty Initiative, Douglas ↵
Digital & Virtual Strategy, BMW Museum
A Quest to Dee, BMW ↵
The Future of Test-Drives, BMW
X2 Launch Campaign, BMW ↵
Instant Visualizer, BMW ↵
Visionary – A Google Spotlight Story, BMW
My o2 App, Telefónica o2 ↵
Selected clients
adidas, BMW, Bosch, Bucherer, Burger King, Domino's, Douglas, Huawei, Hyundai, Lieferando, Montblanc, Van Laack, Porsche, Veltins, Seven.One, Staedtler, Telefónica o2, Targobank, Telekom, Union Investment
Recognitions
Art Directors Club, Clio Awards, D&AD, Effie Germany, Eurobest, German Digital Award, London International Awards, Lovie Awards, New York Festivals, Webby Awards
Features
AdAge, Campaign, Digiday, Engadget, Horizont, TechCrunch, The Drum, The Verge, W&V
© Felix Burger, 2024