Industry Summit of the Tyrol Advertising and Marketing Communication Association 2026

Presentation by Clemens Handl:
Copyright for Agencies and Designers

The presentation by legal expert Clemens Handl provides a clear overview of the most important copyright issues in the day-to-day work of agencies, designers, and creative businesses. The focus is on the protection of creative works, the granting of usage rights, adaptations, AI-generated content, and common mistakes in proposals, contracts, and client projects. – Using real-world examples, the presentation demonstrates how agencies and designers can clearly define rights, properly agree on terms of use, and avoid common conflicts with clients, freelancers, or third parties. Following the presentation, there will be an opportunity for questions based on real-world scenarios.

Mag. Clemens Handl, LL.M., is an attorney and partner at CHG Rechtsanwälte in Innsbruck, as well as the head of the data & technology practice group. He advises national and international companies on artificial intelligence, IT law, data protection, digital business models, copyright, and intellectual property.

Keynote by Michelle Scholz:
The Age of Judgment
From Building to Deciding

Artificial intelligence is radically transforming our creative work. Today, ideas, content, designs, and prototypes are created in hours rather than weeks. But while most discussions still revolve around efficiency and productivity, the real transformation is taking place elsewhere: in decision-making.

When virtually anything can be built, the question of what should actually be built becomes all the more important. How is our relationship with—and our perception of—ideas and creativity changing? How will our consumption and purchasing behavior change as decisions are increasingly delegated to intelligent systems? And what role do creatives, leaders, and organizations play in a world where AI no longer just produces, but analyzes, prioritizes, recommends, and increasingly helps make decisions?

With the rise of AI agents, not only is the way we work changing, but so are the rules of the game in digital markets. Attention is becoming less important, while relevance is emerging as the decisive competitive factor. This creates a new challenge: in the future, companies and brands will need to win over both people and machines.

The future does not belong to those who produce the fastest. It belongs to those who provide direction when suddenly anything becomes possible—through their attitude, perspective, and sound judgment.

Michelle Scholz is a business builder and transformation leader. For over 15 years, she has been exploring how technology is transforming businesses, markets, and human behavior. Her background in design and development continues to shape her perspective on the intersection of technology, brands, and people.

As Managing Director at Jung von Matt TECH, she helped grow the agency from a small digital unit into a standalone technology agency and, most recently, further developed the technology offerings of the international Jung von Matt Group. Prior to that, she worked at leading digital agencies and developed digital products, platforms, and transformation initiatives for some of Switzerland’s best-known brands and companies. Her work has received multiple awards and has been featured in trade and business media.

Her work focuses on the question of how companies can remain relevant in a world increasingly shaped by artificial intelligence, digital systems, and new forms of decision-making. She is particularly interested in the impact of AI on leadership, trust, consumer behavior, and the future of organizations.

As a keynote speaker, she makes complex technological developments accessible and links them to the strategic challenges faced by executives, brands, and organizations. She is also a jury member for the Best of Swiss Web Award and a lecturer at AdSchool and HWZ Zurich.