Carl-Uwe Würfel runs operations at SUMAX, a digital marketing firm in Germany with more than 50 employees and clients in Europe and the US. Since 2023 he has moved the whole company onto AI: new roles and workflows, a training program for the team, and one shared layer every AI call goes through, with cost booked to each team and a person signing off on anything that leaves the building.

Carl-Uwe Würfel runs operations at SUMAX, a digital marketing firm in Germany with more than 50 employees and clients in Europe and the US. Since 2023 he has moved the whole company onto AI: new roles and workflows, a training program for the team, and one shared layer every AI call goes through, with cost booked to each team and a person signing off on anything that leaves the building. He talks about AI the way an operator sees it: which workflow to fix first, who owns the result, and what it costs.