Myth 1 – „One tool is enough.“
„We have ChatGPT, that covers everything.“ Marketing needs different capabilities than HR; HR needs different setups than financial analysis. Forcing one tool on everyone yields mediocre results and unused licenses.
Independent AI Consulting for Executives
One AI for everyone never works. Yet that is precisely what most companies are trying to do.
Marketing requires different AI tools than HR. HR requires different tools than financial reporting. I help mid-market companies align AI by department, skill level, and operational maturity – instead of chasing tools. As a former e-commerce CEO, I know the difference between a tech demo and daily operations.
Book free AI CheckStance
NO is the most expensive word in consulting.
Traditional consultancies thrive on "Yes". Every yes means a new billable project. This creates a built-in incentive to find reasons to keep going, recommending whatever services they sell while rarely advising a client to stop.
This is standard business logic. A firm dependent on the next assignment can rarely afford to say no.
NO/AI takes the opposite stance. I say No when No is the right answer. That independence is the foundation of my credibility – and the reason this advice adds real value to your business.
Three statements I hear in executive meetings – and why each of them is mistaken.
Myth 2 – „We don't need training – everyone uses it at home already.“
Private usage does not equal professional execution. In business, success depends on company context, data sensitivity, compliant workflows, and clear governance. Without structured enablement, adoption stalls. If data privacy is your main hurdle: read more about Corporate LLM →
Myth 3 – „Tomorrow we will be running AI agents.“
Autonomous AI agents dominate executive slides. However, if employees cannot write effective prompts or evaluate outputs, the foundation for agents is missing. Skipping crawl-walk-run leads directly to failed initiatives.
Approach
How I work
Independent
I do not sell software, platforms, or vendor licenses. My recommendations are tailored to your company – your budget, your strategic goals, and your team's skills. If a tool fits, I recommend it. If none fits, I say so clearly.
Proven Track Record
800 SEO categories built in 36 hours. Internationalization from 700 to 1,600 product categories across 7 languages. An AI-first company featured in leading tech press (t3n). I recommend only what I have built and operated myself.
Peer-to-Peer
As a former e-commerce CEO, I understand operational reality: limited budgets, real teams, and high-stakes decisions. No buzzwords or consultant jargon – just clear language and actionable guidance.
How we collaborate
Before any sprint, we start with a free 30-minute AI Check. Larger initiatives like Corporate LLM or custom AI architecture are discussed once the baseline is established.
View all servicesResultsTool match per use case Tool match and adoption across borders Enablement over self-running hype
Measurable Outcomes
View all case studies →veteri.de
Online shop built entirely AI-assisted. 800 SEO categories created in 36 hours. Featured in national tech press (t3n).
E-Commerce / Agribusiness
Expanded product catalog from 700 to 1,600 categories in 7 languages. Fully automated, quality-assured, in live operations.
Pets Deli
Workshop and keynote for a prominent German D2C brand in the pet market. Enabled team and established initial AI workflows.
Industry Focus
Deep expertise in the pet industry.
With over 15 years of experience in e-commerce, D2C, and pet health, I understand the unique dynamics of this market. Managing 120,000 pet owners across custom communities and advising brands like Pets Deli serves as a real-world testing ground for AI workflows that deliver value across industries.
Explore AI consulting for the pet market →Proven track record in the pet economy
- •Pets Deli & veteri.de: AI workflows for marketing, content & 800 SEO categories
- •Petplan & VetaSense: Pet health insurance & proprietary AI health tools
- •Communities: 120,000 pet owners across 5 owned channels serving as a live lab
Why work with an independent consultant?
| Criteria | Marco Herten | Software Vendor | Agency | Inhouse Team |
|---|---|---|---|---|
| Recommends what fits | Yes | Pushes own product | Sells billable hours | Limited market scope |
| Aligns AI by department | ✓ | One tool for everything | Sells what they know | Siloed view |
| Understands executive reality | 15+ years e-commerce CEO | Knows own software | Superficial broadness | Knows company internally |
| Proven AI results | Featured press, real metrics | Feature demos | Logo walls | Early stage |
| No vendor lock-in | Yes | Proprietary lock-in | Retainer lock-in | Fixed overhead |
| Advises to stop ineffective efforts | Yes – clear "Not-To-Do" list | Always upsells | Sells more hours | Follows internal hierarchy |
Let's get started.
Kostenlosen AI-Check buchenThe first step is a 30-minute conversation. No sales pitch, no script. A direct executive dialogue to evaluate if AI is relevant for your company and whether we are the right match.