Hamburg & northern Germany
AI training and AI consulting in Hamburg — literacy that survives contact with the working day.
In short
AI training and AI consulting for companies in Hamburg and the surrounding region, offered by Martin Echt, Martin Echt GmbH, based in Escheburg east of the city. The training meets the obligation under Article 4 of the EU AI Act. Depending on the format it runs half a day or a full day, is held separately by role – workforce, department, management – and normally takes place at your offices. You receive attendance documentation with date, participant group, content covered and learning objectives. In Hamburg and the surrounding region there are no travel costs. I sell no licences and take no commission.
I am Martin Echt. I train workforces in and around Hamburg to use AI tools safely – as Article 4 of the EU AI Act has required since February 2025 – and I help companies introduce the tools that are still in use months later.
Where you are standing
The market is loud. Your company needs a decision.
Copilot, ChatGPT, Gemini, Claude, Mistral – the choice grows faster than anyone can keep up with on the side. At the same time, in almost every company people are already working with private accounts, without anyone having regulated it. That is not defiance; it is what happens when the work still has to get done.
So I do not start with a list of tools. I start with what is actually running in your building.
AI training
Qualification for users, managers and accountable roles – and at the same time documentation of the measure Article 4 requires.
- Split by role, not everyone in one room
- Worked on real tasks from your own operation
- Documentation that holds up when someone asks
AI consulting
From the first use case to running operation. Selection, review, rollout – and the question of whether it is still in use eight weeks later.
- Pick a use case that proves something
- Check provider, contract and data protection
- Involve works council and staff early
Talks
An hour in front of a management team, association or chamber: the state of the technology and the state of the law, laid side by side, without a sales pitch.
- Twenty-minute impulse to open a strategy day
- Sixty-minute talk with questions afterwards
- Fireside format, once nobody is taking notes
Mandatory since February 2025
AI literacy is no longer optional.
Article 4 of the EU AI Act obliges every company that deploys AI systems to take measures supporting AI literacy among its staff. That applies even when „only“ ChatGPT or Copilot is in use – and it applies regardless of company size.
Since the Digital Omnibus Regulation (EU) 2026/1744 came into force on 27 July 2026, no particular level of competence has to be guaranteed for each individual. The duty to take appropriate measures continues unchanged. Anyone concluding that the subject has gone away is mistaking the lowering of a standard for the disappearance of a duty.
I do not turn this into a compliance circus. You get training after which your people work differently, and along the way documentation showing which measure took place, when and for whom. A certificate whose content does not match your actual deployment looks like compliance and is not.
Approach
Four steps, not a waterfall.
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Listen
I talk to the people who do the work, not to the process documentation. In my experience there are worlds between the two, and the interesting starting points sit in that gap.
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Sort
What costs how much time, how hard is it to change, where is it legally delicate? The result is a ranked list you can put in front of your management.
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Enable
People come before technology. A workforce that understands what the tool can do and where its limits are will carry every later change.
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Implement
We begin with one process that is manageable and still hurts when it jams. Once that runs, the next one follows. No programme with eighteen months of lead time.
Why me
Operational judgement first, technology second.
I did not come out of the AI hype. I started in 2010 at a Hamburg scanning service provider and worked through from assistant to the management to head of IT to head of operations. Twelve years of responsibility for staff, customers, technology and numbers – the foundation for everything I do today.
That leads to uncomfortable statements. Sometimes my recommendation is to use no AI at all in a given place, because a properly built form would do more. I sell no licences and take no commission from any vendor.
Further reading
Read first, talk later.
This site is an offer with a price tag, and it should be. Anyone who would rather read up without a sales motive first is better served on the two sister sites – both in German.
The reference work
Eight dossiers at three reading depths – law, tools, deployment, data, cost, literacy – plus a glossary, a chronology of the legal position and a decision aid for the AI Act. No registration, no newsletter, no selling. In German.
Read the dossiers on the EU AI Act →The person
Career with dates, nine published articles across five years and a plain statement of what I do not do. In German.
See the career and publications →Frequent questions
What companies ask me first.
Is AI training now mandatory for companies in the EU?
What does a training session cost?
Who offers AI consulting in Hamburg?
Do we need training under Article 4?
What did the Digital Omnibus change about Article 4?
Do you work with smaller companies?
Will our data end up with American providers?
Do you work in English?
Do you digitise our paper files?
First conversation
A conversation that is worth something on its own.
Thirty minutes in which we go through your situation and I tell you what I would tackle first in your position — even if no engagement comes of it.