Artificial intelligence is not an add-on feature. It is a structural transformation. Those who treat it like an app underestimate its impact – and miss its opportunities. In his keynote address, Jörg Hirt demonstrates why AI cannot simply be integrated into existing processes, but rather fundamentally changes them. He explains why it challenges old ways of thinking – and forces companies to rethink their innovation architecture. This presentation explores disruptive clarity, strategic responsibility, and the courage to let go of the familiar in order to actively shape the future.