Austria’s first PR agency group with group-wide certified AI competence

Starting point

ChatGPT, Claude, DeepL, Canva, Perplexity and transcription tools were already part of everyday work at ikp. The agency group wanted to build on that experience, establish shared standards, make recurring workflows more consistent and clarify how teams could use AI responsibly within the applicable legal framework.

AI workflow review

Institute for AI reviewed real work alongside staff in different roles. Structured questionnaires, conversations and a close look at everyday routines revealed repeated tasks, points of friction and steps where AI might help. The review brought recurring challenges together across teams.

Nine use cases from everyday agency work

The tasks came from the AI workflow review with ikp teams. For each area of work, the concept identified a specific step that AI could support.

Writing & content

Adapt existing copy for a different audience and check the tone and claims against the original.

Press relations

Draft a press release from a brief or PDF and verify the main points against the source.

Media planning

Allocate a budget by quarter in a spreadsheet and check it against the media plan.

Research & analysis

Research competitors and trends, extract figures for a report and record the sources.

Images & design

Develop image options and infographics from a brief and document usage rights for the chosen visual.

Project management

Turn project information into tasks, record who is responsible and track open items.

Presentations

Structure a pitch deck from a brief and adapt the slides to the client’s visual identity.

Communications

Draft follow-up emails, reusable text and translations, then review them before sending.

Audio & transcription

Transcribe a recording and extract statements or actions for meeting notes that can be checked.

From the AI concept to a completed Corporate Learning programme

The workflow review led to a prompt handbook, team GPTs and internal guidelines. Institute for AI and ikp then delivered a group-wide Corporate Learning programme. It combined shared standards with work from consulting, design, office administration and management.

EU AI Act and Qualified User

Institute for AI designed and delivered training on competent and responsible AI use. It covered legal and ethical fundamentals and how the EU AI Act relates to that work. Quality Austria Academy provided independent individual certification under the documented Qualified User pathway.

33 employees trained

33 employees across the agency group completed training and were certified as Qualified Users by Quality Austria Academy. The programme covered the Vienna, Graz, Salzburg and Vorarlberg locations. The description of ikp as the first Austrian PR agency group to certify staff in AI competence across the group appears in ikp’s announcement and in the advertorial published by HORIZONT.

What the project shows

Everyday work helps determine which use cases belong in a training programme. Shared rules on sources, image rights and documentation can be taught through exercises tailored to each role. Teams can then apply the same standards to different tasks.