18/11/2025 – A high-impact campaign around the government district emphasizes: The future of the economy starts with vocational training. Campaign highlights from November 25 to December 1.

With its new campaign “AI – Azubi Intelligence”, the German Chamber of Commerce and Industry (DIHK) is harnessing the omnipresent topic of Artificial Intelligence to draw attention to another equally crucial intelligence: that of apprentices. They represent talent, expertise, innovation, and corporate culture, which are the foundation of a strong economy.

In the coming weeks, large-format motifs, info screens, and banner displays will be visible around Berlin's government district, including a giant poster on Budapester Straße. The campaign is part of the nationwide communication initiative “Vocational training makes us more – Now: #LearningSkills”. It aims not only to appeal to young people and parents but also to Berlin’s political community.

“Artificial intelligence changes many things – but without Azubi Intelligence, the economy stands still,” says DIHK President Peter Adrian. “Our skilled workers of tomorrow shape progress, enable innovation, and ensure the success of companies.” Despite all technological developments, the shortage of skilled labor remains a significant challenge for many businesses. “Duale Ausbildung (dual vocational training) remains the foundation of our economic location,” says Adrian. “It combines practice with forward-thinking and transforms young people into key performers in companies.”

With “AI – Azubi Intelligence”, the DIHK reminds politicians and the public that the future of the economy does not depend on algorithms alone but also on people who act, learn, and create.

For more on the campaign headlines, underlying statistics, and the idea behind “AI – Azubi Intelligence”, visit: https://www.dihk.de/de/azubi-intelligence

Downloadable images can be found below: https://dam.gettyimages.com/s/33kxsn84rvmr8nmqtk838g89 (only available in German) (Image credit: Thjnk)