At Logan Five, the answer is clear: artificial intelligence makes us faster, more precise, and more creative. Svend Richter is an outstanding example of this. He lives and breathes AI—both professionally and privately—and demonstrates every day how entire developments can take place directly on the desktop. Processes that used to take weeks can now be implemented in no time at all thanks to artificial intelligence.
As a prompt specialist, Svend builds bridges between ideas and technologies. He formulates precise instructions that transform creative concepts into functioning prototypes. This results in solutions that perfectly combine innovation and efficiency. For Logan Five, Svend Richter is not only a developer, but also a source of inspiration. He shows how AI and human expertise work together to create real competitive advantages for our customers.
For Frank Sperling, Dipl.-Ing. (FH), one thing is clear: when it comes to programming AR, VR, MR, and WebAR, a smart prompt is what determines efficiency and quality today. “AI first”—this is the guiding principle in our technology workshop when it comes to solving interdisciplinary tasks.
The targeted use of artificial intelligence is giving rise to avatars and immersive applications that are not only functionally impressive, but also secure unique competitive advantages for our customers. AI accelerates development processes, reduces sources of error, and opens up new creative possibilities. Frank Sperling shows how artificial intelligence is becoming the driving force behind innovative XR solutions—and how Logan Five is using it to make complex digital worlds faster, smarter, and more immersive.
For Ilya Chebanenko, artificial intelligence has long been an integral part of UI/UX design. Without AI, many new approaches would first have to be created after long development cycles. Today, we can implement them in no time at all.
Ilya significantly accelerates design processes with a wide variety of tools for visual concepts and AI-supported website optimizations. This results in digital experiences that are not only aesthetically appealing, but also bring our customers immediately measurable benefits. Whether it’s prototyping, image editing, or the continuous optimization of user interfaces, Ilya sees artificial intelligence as both a creative tool and an efficiency booster. This enables Logan Five to create interfaces that are functional, intuitive, and forward-looking.
For Heiko Hartmann, one thing is certain: artificial intelligence is fundamentally changing the future of SEO, AEO, and SEM. Structured data ensures that search queries lead more directly to our customers’ offerings.
Studies—such as those conducted by Gartner—predict that by 2026, around a quarter of all queries will no longer be answered by traditional search engines, but directly by AI-powered systems such as Perplexity, ChatGPT, or Copilot. Logan Five is prepared for this: we use artificial intelligence to optimize visibility, increase reach, and ensure that companies stay ahead in a changing digital landscape. This makes online advertising smarter, more precise, and even more successful for our customers.
For Chris Strohwald and his team—consisting of Michaela Mahr, Heiko Hartmann, and Denise Friedrich—one thing is clear: artificial intelligence is the key to more efficient processes in the social media sector. Using powerful AI systems, they build complex workflows that allow content to be created faster and in a more structured way. This means that posts, campaigns, and multimedia contributions can be implemented in the shortest possible time—while maintaining consistently high quality.
The result: artificial intelligence not only saves time, but also significantly increases the impact of digital communication. Logan Five customers benefit directly because content is available faster and target groups can be addressed even more specifically. This turns social media into a real competitive advantage.
25 years of adjustments and now we need to move even faster: “The Logan Five team is developing ‘Change Reality’. Of course, we also mean the extended realities surrounding XR. But that’s not all: Change Reality is a complete shift to a different world of marketing communication for all disciplines.”
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Logan Five works for you with artificial intelligence. We use it to calculate efficiently, improve and automate our workflows – from brainstorming and implementation to the delivery of your content. AI helps us to analyze specifically, design precisely and deliver faster. Its potential is particularly evident in the field of digital avatars: our intelligent, voice-controlled avatars act in real time, hold conversations, explain products, and inspire audiences at trade fairs or in virtual spaces. The result is an interplay of human creativity and machine intelligence – individual, strategic, and forward-looking. For communication that works. For results that convince.
Editor: Mr. Sperling, you have been involved in the technical and strategic development of communication for many years. What has changed the most in the last five years?
Frank Sperling, Dipl.-Ing. (FH), AR Agency
Frank Sperling: We are currently experiencing a turning point in communication. I see the biggest change in the convergence of technology and content. Communication today is no longer just text or images—it is immersive, dialogue-oriented, and often data-driven. This applies to both internal and external processes. At the same time, artificial intelligence has ushered in a new era: it analyzes, predicts, formulates, and can even design. This changes everything—not only the how, but also the why.
Editor: What do you mean by “the why”?
Frank Sperling: Communication used to be a means to an end: informing, persuading, selling. Today, users expect added value, interaction, and individuality. The question is no longer just: What do I want to say? But rather: Why should someone listen, participate, identify with me? AI and digital systems help us provide personalized answers to these questions. Companies that understand this no longer communicate “to” target groups—they enter into relationships.
Editor: You talk about a relationship. How important is emotionality in times of digital communication?
Frank Sperling: Extremely important. Technological tools such as AI, chatbots, avatars, and augmented reality are just that—tools. But what really matters is the emotional intelligence that you program into communication, whether through storytelling, design, or language. People respond to emotions, not data. When you talk to an avatar, you don’t expect a sober system, but an empathetic counterpart. This applies to B2C as well as B2B.
Editor: In your opinion, what role will artificial intelligence play in the future of corporate communications?
Frank Sperling: A central one. AI is no longer just a “tool,” but an intelligent partner. It takes on repetitive tasks, helps monitor trends, formulates initial drafts of texts, provides translations, and can even simulate tones of voice. It is important that it is controlled and ethically integrated. Because AI is powerful—but not infallible. Responsibility for content still lies with humans.
Editor: How do you see developments in the field of avatars? Will they become a genuine channel of communication?
Frank Sperling: Absolutely. Avatars are a fascinating interface between humans and machines. They make digital communication visible and tangible. Whether as virtual assistants at trade fairs, brand ambassadors on websites, or interactive advisors in training systems—the possibilities are endless. When combined with AI, something new emerges: a realistic dialogue with a virtual personality. This is no longer a vision of the future, but in many cases a reality.
Editor: Isn’t there a great risk of dehumanization here?
Frank Sperling: There is a danger if you view technology in isolation. But smart communication doesn’t use technology to replace people, but to deepen contact. A well-programmed avatar, for example, can guide people through complicated processes, answer questions around the clock, or make complex content understandable. And it does so in the desired language and tone. Such systems create access, not distance.
Editor: Which technologies do you currently consider to be particularly influential for the development of communication?
Frank Sperling: In addition to AI and avatars, augmented reality (AR) and mixed reality (MR) also have great potential in my opinion. They transform flat information into three-dimensional experiences. This is revolutionary for training, product presentations, and brand communication. Imagine seeing a virtual model directly in the room instead of reading instructions—it changes how we absorb and process content. Added to this is increased accessibility: WebAR no longer requires an app, which significantly lowers barriers.
Editor: What challenges do you see for companies that want to embrace these new communication channels?
Frank Sperling: The biggest challenge lies in the mindset. Many companies still see new forms of communication as a gimmick—or as an investment without immediate ROI. But this is about strategic brand management. You have to be willing to break with old patterns and think in new ways—agile, bold, creative. Technically, a lot is possible. But it takes courage to change and a clear goal.
Editor: And how can one actually begin this journey?
Frank Sperling: In small steps, but consistently. First, you should analyze: Where are my communication gaps? What effect do I want to achieve? Which target groups do I want to reach better? Then you can select specific technologies. A pilot project with an avatar, a WebAR application, an AI-supported text process—it doesn’t have to be huge, but it does have to be well thought out. And: A strong partner with experience makes it easier to get started.
Editor: In your opinion, what role does agency work play in this development?
Frank Sperling: A big one. Agencies such as Logan Five, for example, combine strategy, design, technology, and communication at a high level. They translate complex requirements into understandable, functioning solutions—and they think along with you. That’s crucial. Because it’s not just about installing tools, it’s about rethinking communication. Agencies that master this are not service providers, but true innovation partners.
Editor: Is there a communication channel that you consider to be overrated or even obsolete?
Frank Sperling: No—every channel has its place if it is used correctly. What I do find problematic, however, is the proliferation of channels without a clear strategy. Just because a trend emerges on TikTok doesn’t mean you have to jump on it right away. Companies need a clear communication architecture. Quality beats quantity. It’s better to have three well-maintained, effective channels than ten half-hearted ones.
Editor: And if you could make a wish, what would communication look like in five years?
Frank Sperling: I would like to see communication that is truthful, dialogical, and supported by sensible technology. Communication that touches people, but at the same time respects their time. And communication that sees technology not as an end in itself, but as a bridge—between information and understanding, between companies and people.
Editor: Mr. Sperling, thank you very much for this inspiring conversation about artificial intelligence in Coburg.
Editor: Mr. Sperling, you have been involved in the technical and strategic development of communication for many years. What has changed the most in the last five years?
Frank Sperling, Dipl.-Ing. (FH), AR Agency
Frank Sperling: We are currently experiencing a turning point in communication. I see the biggest change in the convergence of technology and content. Communication today is no longer just text or images—it is immersive, dialogue-oriented, and often data-driven. This applies to both internal and external processes. At the same time, artificial intelligence has ushered in a new era: it analyzes, predicts, formulates, and can even design. This changes everything—not only the how, but also the why.
Editor: What do you mean by “the why”?
Frank Sperling: Communication used to be a means to an end: informing, persuading, selling. Today, users expect added value, interaction, and individuality. The question is no longer just: What do I want to say? But rather: Why should someone listen, participate, identify with me? AI and digital systems help us provide personalized answers to these questions. Companies that understand this no longer communicate “to” target groups—they enter into relationships.
Editor: You talk about a relationship. How important is emotionality in times of digital communication?
Frank Sperling: Extremely important. Technological tools such as AI, chatbots, avatars, and augmented reality are just that—tools. But what really matters is the emotional intelligence that you program into communication, whether through storytelling, design, or language. People respond to emotions, not data. When you talk to an avatar, you don’t expect a sober system, but an empathetic counterpart. This applies to B2C as well as B2B.
Editor: In your opinion, what role will artificial intelligence play in the future of corporate communications?
Frank Sperling: A central one. AI is no longer just a “tool,” but an intelligent partner. It takes on repetitive tasks, helps monitor trends, formulates initial drafts of texts, provides translations, and can even simulate tones of voice. It is important that it is controlled and ethically integrated. Because AI is powerful—but not infallible. Responsibility for content still lies with humans.
Editor: How do you see developments in the field of avatars? Will they become a genuine channel of communication?
Frank Sperling: Absolutely. Avatars are a fascinating interface between humans and machines. They make digital communication visible and tangible. Whether as virtual assistants at trade fairs, brand ambassadors on websites, or interactive advisors in training systems—the possibilities are endless. When combined with AI, something new emerges: a realistic dialogue with a virtual personality. This is no longer a vision of the future, but in many cases a reality.
Editor: Isn’t there a great risk of dehumanization here?
Frank Sperling: The danger arises when technology is viewed in isolation. But smart communication does not use technology to replace people, but rather to deepen contact. A well-programmed avatar can, for example, guide people through complicated processes, answer questions around the clock, or make complex content understandable. And it does so in the desired language and tone. Such systems create access, not distance.
Editor: Which technologies do you currently consider to be particularly influential for the development of communication?
Frank Sperling: In addition to AI and avatars, augmented reality (AR) and mixed reality (MR) also have great potential in my opinion. They transform flat information into three-dimensional experiences. This is revolutionary for training, product presentations, and brand communication. Imagine seeing a virtual model directly in the room instead of reading instructions—it changes how we absorb and process content. Added to this is increased accessibility: WebAR no longer requires an app, which significantly lowers barriers.
Editor: What challenges do you see for companies that want to embrace these new communication channels?
Frank Sperling: The biggest challenge lies in the mindset. Many companies still see new forms of communication as a gimmick—or as an investment without immediate ROI. But this is about strategic brand management. You have to be willing to break with old patterns and think in new ways—agile, bold, creative. Technically, a lot is possible. But it takes courage to change and a clear goal.
Editor: And how can one actually begin this journey?
Frank Sperling: In small steps, but consistently. First, you should analyze: Where are my communication gaps? What effect do I want to achieve? Which target groups do I want to reach better? Then you can select specific technologies. A pilot project with an avatar, a WebAR application, an AI-supported text process—it doesn’t have to be huge, but it does have to be well thought out. And: A strong partner with experience makes it easier to get started.
Editor: In your opinion, what role does agency work play in this development?
Frank Sperling: A big one. Agencies such as Logan Five, for example, combine strategy, design, technology, and communication at a high level. They translate complex requirements into understandable, functioning solutions—and they think along with you. That’s crucial. Because it’s not just about installing tools, it’s about rethinking communication. Agencies that master this are not service providers, but true innovation partners.
Editor: Is there a communication channel that you consider to be overrated or even obsolete?
Frank Sperling: No—every channel has its place if it is used correctly. What I do find problematic, however, is the proliferation of channels without a clear strategy. Just because a trend emerges on TikTok doesn’t mean you have to jump on it right away. Companies need a clear communication architecture. Quality beats quantity. It’s better to have three well-maintained, effective channels than ten half-hearted ones.
Editor: And if you could make a wish, what would communication look like in five years?
Frank Sperling: I would like to see communication that is truthful, dialogical, and supported by sensible technology. Communication that touches people, but at the same time respects their time. And communication that sees technology not as an end in itself, but as a bridge—between information and understanding, between companies and people.
Editor: Mr. Sperling, thank you very much for this inspiring conversation about artificial intelligence in Coburg.
