From hidden champion to thought leader: how Sereact became the voice of AI in logistics
Getting into Handelsblatt and FAZ, two of Germany’s leading business papers, was the first big breakthrough. Within twelve months, Sereact was established as a thought leader for AI-based robotics. The communication behind it was journalistic and built trust. It also helped sell.
The task
Pick-and-place robotics has long been established in logistics. But it is often rigid and error-prone. It also handles only homogeneous groups of items. Sereact changed that. With PickGPT (now Cortex), the Stuttgart start-up enables robots to understand language and images. On that basis, they make decisions without any prior training.
Despite this technological lead, Sereact was underrepresented in public perception when our collaboration began. The challenge was to make a technology that needs explaining tangible. Trust in AI had to grow, and Sereact had to become a credible voice for intelligent automation.
The solution
additiv and Sereact relied on an integrated PR and content strategy with a clear editorial line and journalistic standards. It covered the logistics and business press as well as LinkedIn. The aim was product communication and thought leadership at the same time.
Trade and business press relations with targeted placements in relevant media
Building co-founder and CEO Ralf Gulde as the face of the company and a thought leader for industrial AI
Launch of Sereact Lens with a focus on concrete use cases and the problems it solves
The result
The communication strategy created visibility and trust. In less than twelve months, Sereact became the established voice for AI in logistics. Sereact Lens also made a successful market entry and had a measurable impact on the relevant buyer groups. The campaign won Bronze at the Deutscher PR-Preis 2026 (German PR Award) in the Technology and Innovation Communication category.
Presence in leading media such as Handelsblatt, FAZ, Bloomberg, Gründerszene and WirtschaftsWoche
488 publications by June 2025
Media asked CEO Ralf Gulde for statements as a thought leader for AI in logistics
Our learning
A hidden champion became a communication leader in less than a year. The PR strategy made a complex technology understandable and built trust. Thought leadership works when communication relies on substance and clarity, not on buzzwords.
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