In this episode of DRUID Talks, we sit down with Martin Kraft, DRUID's Vice President of Sales EMEA & APAC, to explore the transformative power of conversational AI through real-world examples.

Kieran Gilmurray:

Welcome to this episode of DRUID Talks. Today we have a special guest, Martin Kraft, Vice President of EMEA and AIPAC at DRUID, the AI startup valued at $100 million, renowned for its advancements in Conversational AI and Generative AI. Martin brings a wealth of experience in AI and conversational technologies, and today he'll share insights from his journey and exciting developments in Generative AI. We'll dive into solutions, strategic integrations, and the future of conversational AI, but let’s get started. Welcome, Martin. Good to see you.

Martin Kraft:

Thanks, Kieran. Thanks for the warm welcome and for having me. That was an impressive intro. I sound more important than I am.

Kieran Gilmurray:

Well, you are! So, Martin, can you give us a brief overview of your journey working with Conversational AI?

Martin Kraft:

Sure. I’ve been working in automation and digital transformation for about 15 years. Before joining DRUID six months ago, I was with a consulting firm focused on hyperautomation. Over five years in that space, Conversational AI grew from simple FAQ chatbots to a major technology used in many products; a catalyst accelerating R&D roadmaps.

We saw Conversational AI take on a conductor role orchestrating complex tech stacks to make digital transformation work. I worked as a partner with DRUID for two years, got to know the team and ecosystem, and honestly, it was the team that really drew me in. Now, here we are: DRUID is a force in the regional market, with big enterprise clients, banks, everything you’d expect from a mature company.

Kieran Gilmurray:

Generative AI and Conversational AI raise concerns, especially around data security and privacy. How does DRUID address those?

Martin Kraft:

That’s both a curse and a blessing. We get huge attention, especially due to the ChatGPT hype; everyone wants copilot projects done, it’s everywhere.

Microsoft is doing a great job educating the market and pushing this forward. But especially in the German market, when it comes time to act, concerns about data privacy, security, where data is hosted, how answers are formed, and auditability come up. IT and procurement teams are used to predictable “if-then” logic, but Generative AI doesn’t work like that. People must accept a different way of delivering projects. Right now, there’s strong demand but also skepticism and unknowns. It’s our job at DRUID to guide clients through this. That’s where consulting and change management partners come in to make it work. You once asked me why I joined DRUID: it’s this “making it work” attitude. DRUID makes AI work. Lots of theory and pilots exist, but if you want results, DRUID delivers tangible AI. Maybe that’s a better term than Conversational AI: tangible AI.

Kieran Gilmurray:

That was a great monologue!

Martin Kraft:

Sorry, it was a bit long.

Kieran Gilmurray:

No, I like it! Too often people jump into tech without thinking about risks, training, and change management. Done right, as you described with DRUID, Conversational AI programs succeed long term instead of failing early.

Would you share some success stories where Conversational AI transformed client operations?

Martin Kraft:

Gladly. One of the best things about this job is seeing so many varied clients and industries. For example, in Germany we work with Mittelstand champions; companies you never hear about but that manufacture critical tech, like heat deflector tiles for space shuttles. Seeing how AI changes these companies beyond just cost savings is exciting. One standout case is Optegra, a hospital and clinic for eye surgeries. We developed an AI agent that handles both inbound and outbound voice-based communications, in multiple languages, across channels. The cost per process dropped from £50 to £1–2, remarkable savings. Beyond cost, patient satisfaction improved significantly: Net Promoter Scores rose, and waiting times shortened. Everyone knows the frustration of waiting rooms and poor communication; this tech changes that experience.

Another example is a large global BPO working on language neutralization: enabling support agents to interact with clients in their native language, improving customer experience by consolidating complex tech landscapes.

Our mantra: make it work. These cases go beyond cost savings; they increase revenue, reduce risk, improve satisfaction and loyalty, delivering measurable value to both client and vendor. That’s the exciting work we chase.

Kieran Gilmurray:

I love your passion! It’s not just about cost savings but transforming businesses.

Martin Kraft:

Exactly. One client became so passionate they developed and started selling their own AI assistant for accounting, building IP on years of using our tech. That’s the best endorsement: clients selling our product!

Kieran Gilmurray:

Great example.

How can businesses measure ROI and impact from Conversational AI?

Martin Kraft:

Good question. First, what is Conversational AI? It’s a broad term, from FAQ bots to AI hubs orchestrating multiple technologies. Measurement boils down to three dimensions:

Cost savings: reducing time and effort in processes, accelerating insights and automation.

Risk avoidance: avoiding costly issues, like sanction breaches which can cost millions.

Growth enablement: enabling new business models and offerings not possible before.

For example, a health insurer launched a low-touch offering only viable with AI, so every dollar from that offering is measurable to the AI implementation. Another client, a hotel chain, couldn’t take calls at night due to staff shortages. After AI implementation, they captured new bookings overnight, directly measurable revenue. Too many focus only on cost savings, but there’s much more value, and measuring it upfront is crucial. We recommend defining metrics at project start and being accountable for success.

Kieran Gilmurray:

An old boss told me, “You can’t cut yourself out of a problem forever.” Cost savings are important, but tech must drive growth, new models, and risk management. Sometimes our imagination limits us more than technology. For companies yet to start their AI journey, is it too late? What advice?

Martin Kraft:

Not too late at all. It’s not a fad or fashion. Generative AI has massively impacted operations worldwide. If you’re not using it, start now; competitors are. But no panic. Many try to build everything themselves, like going back to medieval times of custom software. Instead, use off-the-shelf platforms like DRUID. We’ve been in this space for six years, not starters. Don’t waste time reinventing the wheel. Low-code/no-code accelerates adoption.

Focus on business cases, not just use cases. A use case might be interesting, but your CFO wants measurable return. Define that early, then start. Don’t over-engineer. Control data access properly; no open ChatGPT for all. Use enterprise-ready AI platforms with governance. AI is technology; treat it like any IT project and get going.

Kieran Gilmurray:

Exactly. It’s applying tech to business problems. CFOs want value, or it gets awkward.

Martin, where do you see the AI market going in the next few years? Some words of wisdom?

Martin Kraft:

Generative AI won’t create a new market but will impact every technology flavor, making everything more productive. We already have many live cases, and we use Generative AI internally to speed product development. Roadmaps are now months, not years, six months is long-term. Development accelerates, and user interaction becomes more intuitive.

At DRUID, we see evolution like computing history: from DOS to GUIs, web, and now conversational interfaces everywhere. It’s a new dawn. ERP and CRM vendors must adapt fast. Amazon set consumer expectations for speed, and now tech interactions must match that. Smartphones shaped us; public smart chatbots will shape us next. In two years, no one will be clicking filters in a webshop: interactions will be intuitive and conversational, making tech more human. Nothing to fear there.

Kieran Gilmurray:

I love that: tech should augment humans, not replace them. We were born with a voice, not a keyboard. Speaking to get things done will be amazing. Martin, thanks so much. I loved your points on business cases and setting programs for success: cost savings, risk, compliance, new models. Doing it right matters: good IT security, a strong team, and partnering with platforms rather than building everything. Businesses move fast, so catch up quickly.

Thanks for sharing your insights. Thank you all for listening to DRUID Talks. We hope you enjoyed it and look forward to the next episode soon. Thanks, Martin.

Martin Kraft:

Thank you, Kieran. Thanks for having me.

Stay tuned for the next episode of DRUID Talks. Subscribe to be notified at https://druidai.com/talks.