Eva Simone Lihotzky – General Manager, Serviceplan AI Lab in Munich

Eva Simone Lihotzky grew up surrounded by artworks and chessboards, discovering early on the power of both creativity and logic. She now leads the Serviceplan AI Lab in Munich, where she combines her passion for art, technology, and entrepreneurship. In this article, she shares her perspective on AI as a catalyst for human imagination, her personal struggle with perfectionism, and how we can build a culture centered on experimentation and collaboration.

When I was growing up, I had no idea that I would one day find myself at the intersection of art, technology, and marketing. My grandfather played an important role in the art world in southern Germany, which meant I was introduced to exhibitions and art shows at a young age. I was fascinated by how a piece of art came into being and the ideas behind it. At the same time, and while being a professional chess player until the age of 15, I required a different way of thinking, focused on systems, strategy, and logic. Over time, I found a balance between artistic freedom and structured thinking—threads that continue to shape me to this day.

Those early experiences sparked my curiosity about how people can create new worlds. In my current role as General Manager of the Serviceplan AI Lab in Munich, I see daily how artistic intuition and technological capabilities can strengthen each other. We focus on how AI can be applied in creative processes: from concept to execution, from initial ideas to large-scale campaigns.

The power of AI and human creativity

For me, AI is primarily an enabler. In creative processes, we distinguish between, on the one hand, pure creativity—the “craft,” the core idea—and on the other hand, the execution and scaling. True inspiration, the unexpected, or the empathetic element comes from people. We are the ones who bring personal stories, vulnerability, and emotion into the mix. AI, on the other hand, is extremely effective at speeding up production, generating variations, and analyzing data.

No matter how helpful AI can be, we mustn’t forget that genuine innovation comes from the human side. Imperfection can lead to surprises that an AI might never suggest on its own. Just as I used to practice chess endlessly, trying out countless strategies, sometimes you need to experiment, fail, and learn from that. AI helps us visualize, develop, and test these ideas more quickly in various channels, but the spark—that so-called “Spark”—ultimately comes from us.

Communicating authentically in a complex world

Over the years, brand communications has completely changed. Everything moves faster, there are countless channels, and consumer expectations keep rising. People want relevant, personalized, and substantively convincing messages. Yet a brand must also remain consistent and credible. How do you maintain authenticity?

I believe it starts with a clear vision of your brand values. We live in an age of information overload, with channels ranging from TikTok to podcasts. Consumers want to know what you stand for, what value you bring to their lives, and how you handle issues like sustainability and responsible technology. Brands that are open and transparent about these topics will engage people more deeply.

AI can play a role here, too—for instance, in personalizing and more strategically distributing your message. Still, I believe AI cannot replace the core of your identity. Rather, it’s a tool for conveying the story you want to tell in a stronger or more efficient way.

Responsibility and regulation

Of course, alongside all these opportunities, I also see potential downsides of AI. In the short term, I’m particularly concerned about misinformation, especially around political elections. We’ve already seen examples of manipulated videos or photos that are almost indistinguishable from the real thing. If such tactics are used at scale, they can put tremendous pressure on public opinion and society. I therefore believe we need clear rules and safeguards—not to block innovation, but to prevent abuse. 

At the policy level, this remains a struggle as well. In Europe, there’s discussion around the AI Act, which has sparked different opinions. Some worry that overly strict regulations will hinder innovation, while others say that without rules the risks to society will be too great. I believe we need to strike a balance between these extremes. Major tech companies have a commercial interest in operating as freely as possible, yet society has an interest in the ethical and responsible use of these rapidly evolving technologies.

Fostering a creative culture

At Serviceplan Group, we strive to create a culture of continuous creativity, innovation, and collaboration. For example, we have the Spark Academy, where creative people from different teams come together to explore and exchange new ideas. They receive input from experts, gain new knowledge, and are challenged to think in completely different ways. That energy then spreads throughout the organization.

Additionally, we provide the right toolkits, methodologies, and support so that no one’s creative flow is held back. Cross-pollination between technological experts and creatives is crucial. I’ve seen that when you bring different talents and disciplines together, a certain magic happens. Systems thinkers and data scientists find solutions that a purely creative mind might not consider, while the artistic perspective offers new insights into technology.

My personal approach

I sometimes hit a creative rut as well. My solution is to change that environment—visiting an exhibition, discovering new music, or traveling to an unfamiliar city. That works wonders for my inspiration. I’m also aware of my tendency toward perfectionism. At home, I’ve been having a large empty canvas up on my wall, which I’m hesitant to paint – but it also serves as a reminder that perfectionism is an illusion: it can hold you back from putting new ideas into the world. I now prefer to try smaller sketches or projects, before putting them onto a larger canvas.

Advice for the next Generation

For anyone who’s graduating or just starting out in their career, I would say: just begin and see where it leads you. Don’t be paralyzed by the thought that something has to be perfect right away. Experiment, fail, learn, and then keep going. Surround yourself with people who inspire you—this can be your circle of friends or a professional community—and remember that you, in turn, may offer them new insights. We live in an era of rapid change, and this pace can also bring opportunities. AI will help us, but human creativity and empathy remain the foundation.

About Eva Lihotzky, General Manager, Serviceplan AI-Lab in Munich

Eva Simone Lihotzky is the General Manager of the Serviceplan AI Lab in Munich, where she is responsible for driving the AI strategy and its implementation at the agency group level. Her role is to connect the AI expertise of the brands within the Serviceplan Group – Serviceplan, Mediaplus, and Plan.Net – in order to create cross-functional capabilities for both the agency group and its clients.