Companies where people and language models understand the same thing

• We conducted an in-person workshop training on GenAI with Brand Semantics for the employees of our representation, namely those from the sales and customer service departments. The starting point was Microsoft Copilot, which we had implemented, but we were definitely using it below its capabilities.

  I appreciate the way the training was prepared. Before the training, we received an extensive questionnaire, and the workshop scenarios were built around our own processes - from customer inquiry to preparing a ready offer - in collaboration with one of our employees. This was not a ready-made module taken off the shelf, but a programme tailored to the specifics of our business and the daily work of the team.

  I see the substantive value of the training primarily in two areas. Firstly, the team better understood how GenAI tools work, where they can actually streamline work, and where the limits of trust in the responses they generate lie. Secondly, the participants gained a broader view of the market and available solutions, which allows them to navigate this topic more freely in conversations with our dealers today.

  After the training, specialists from Brand Semantics conducted a survey among the participants, shared the results with us, and then prepared additional materials and solutions arising from the needs identified during the training. It's hard to find a better proof that the partner cares about the implementation effect, rather than just closing the topic on the day of the training.

  The best confirmation of the training's effect in Sosnowiec is that it has become the first stage of a broader programme. We are conducting further workshops in the remaining representations of Hörmann Polska, and for the teams that have completed the basic level, we are preparing an advanced stage. We are developing the programme together with Brand Semantics, adjusting the levels of difficulty to the advancement of individual departments.

  Read the full testimonial Aleksandra Wolska-Balina

• We ordered an in-person training session on GenAI for the employees of our design office from Brand Semantics. We wanted something more than just an overview of trendy tools. We aimed to understand where large language models genuinely assist in analysing documentation and regulations, and where they pose risks.

  The training combined theoretical content with a workshop based on our own cases. We came away with concrete outcomes: ready-made recommendations for the team, a procedure for verifying the model's responses, and clear guidelines for handling investor data. The programme from Brand Semantics was evidently tailored to the specifics of a design office, rather than being replicated, as is the case with many other competing trainings, from a universal template.

  Today, we benefit from the results on a daily basis. Our work has significantly accelerated, the team can verify what the model proposes, and they independently seek out additional areas where efficiency can be improved.

  Collaboration with Brand Semantics has been exemplary: factual, specific, and with a full understanding of what our daily work entails.

  Read the full testimonial Joanna Balasińska

• Brand Semantics is a rare example of a team that understands that a brand is not just a message, but a system of meanings that operates in the minds of people and algorithms simultaneously. The collaboration demonstrated how precise management of brand semantics can genuinely support strategic decisions, narrative consistency, and long-term trust. This approach goes beyond marketing and becomes a tool for conscious leadership.

• Brand Semantics has turned out to be a natural complement to our world of data and analytics. Even the most advanced metrics lose their value if a brand does not communicate in a precise, unequivocal language — one that is understandable both to people and AI systems. The services provided by Brand Semantics help companies organise the narrative around their products, reduce the decision-making distance for customers, and build trust based not on promises, but on meanings that are consistent with the data.

• From the perspective of someone who builds products at the intersection of marketing, technology, and organisational knowledge, I rarely see partners who truly understand what brand communication becomes in the AI era. The Brand Semantics team views marketing more broadly than just through the lens of content or SEO. They understand brand voice, semantics, governance, and how to translate meaning into real business advantage.

• Brand Semantics helped us to look at our brand and communication from the perspective of processes, rather than just marketing slogans. This approach is particularly important in the ERP systems industry, where purchasing decisions are rational, long-term, and based on trust in the partner's competence. Our collaboration showed that precise management of brand meanings can genuinely support B2B sales, shorten the customers' decision-making journey, and strengthen the company's position as a mature technology provider.

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