Experience
10+ years
Life Sciences sales and marketing: Director EU Medical Affairs at HTG, EMEA marketing at Mission Bio.
Learned in operational roles
For the leader who is expected to make AI happen:
AI Academy
Stop reading about AI. Start leading with it.
The programme for managing directors and department heads in mid-sized companies, focused on sales and marketing: first the 90-day programme AI with Results, then a 12-month membership if you want to continue. One step a week, a live briefing with me every week, and at the end a documented record that shows you led the AI rollout, not just paid for it.
90 days to start, then membership
One step a week, live support every week
Supports your measures under Art. 4 EU AI Act
Your situation
You know this situation.
The licences are bought. The usage is low. And the question of who is actually leading this lands on your desk.
Rolled out, not led
The assistant sits in the office suite, a training was held, and three months later most people use it like a better search box. Nobody can say what has changed in the business.
Generic AI courses do not know your business
Which sales process deserves AI first, what in marketing actually lands with customers, what has to be documented: generic AI courses do not answer that. So waiting looks like the safe choice. It is not.
The villain here is not AI. It is the tool purchase that disguises itself as a strategy. Rolling out AI is not leading with it.
Where you stand today
Since 2 February 2025, Article 4 of the EU AI Act asks companies that use AI to take measures that support the AI literacy of their staff, appropriate to their knowledge, their role and the context of use. Since the Digital Omnibus, in force on 27 July 2026, no specific level has to be guaranteed. What is left is a calm question, the one that comes up in an audit or a customer conversation: which measures did you take, for whom, and can you show them?
Most of the regulation has applied since 2 August 2026.For high-risk systems the obligations come later: 2 December 2027 for the cases in Annex III, 2 August 2028 for products such as medical devices and IVDs. So there is time to build this properly.
The regulatory side is only half of it. The other half grows quietly in everyday work: tools that single departments adopt on their own, decisions resting on ground nobody has checked. Bring order to it early and there is less to tidy up later, and room to use the technology where it actually carries weight.
- Documented measures for every role
- A record you can show
- Decisions you can explain
Talk to me for 30 minutes
Free · no sales pitch
Who guides you
I have sat where you sit. That is why this programme looks the way it does.
I am Selina Gaertner, TÜV Rheinland certified AI Strategy Consultant. Before AI, I spent more than 10 years inside Life Sciences commercial teams, as Director EU Medical Affairs & Marketing at HTG Molecular Diagnostics and Senior Marketing Manager EMEA at Mission Bio.
That taught me what really slows AI adoption down day to day: long approval cycles, departments working side by side instead of together, and a leadership team that wants results this quarter. I built the academy for exactly that reality, with one bias: leadership first, tools second. That is also why I would rather show you my TÜV certificate and my track record than promise you magic.
- TÜV Rheinland certified AI Strategy Consultant
- Certified AI Design Sprint facilitator (33A)
- 10+ years Life Sciences Sales, Marketing, Medical Affairs
- MSc Life Science, University of Konstanz
- Speaker at the Global Pharma Tech Summit, London
- Official Ask-Maria partner for Pharma & MedTech
Evidence
You learn from practice, not from theory
Not a tech vendor. An audited qualification, more than ten years in sales and marketing, on international stages.
Certified
TÜV Rheinland
Independently audited AI strategy consultant, valid until 2029.
Verify at Certipedia
On stage
Pharma Summit 2026
Speaking on AI in front of an international audience, live in London.
Not just talking, standing there
Your plan
Three steps. One a week is all it takes.
No course shelf, no binge weekend. A rhythm a packed calendar can hold.
1
Find your position. Two afternoons.
Start with your first week in the academy: where does your company really stand, which process deserves AI first, and what is pure habit disguised as caution. You leave with one initiative on one page.
2
One step a week, guided.
Every week LIA, your AI learning companion, hands you exactly one step, picked for your role, your goals and your time budget: a short impulse, a task in your own company, something to take to your team. Every week a live briefing with me and other leaders. 15 to 45 minutes, not more.
3
Lead it, prove it, scale it.
After 90 days your first initiative runs, with an owner, a date and a stop criterion. After 12 months you hold a documented record of the measures you took, your team follows guardrails instead of slipping into shadow AI, and your leadership meeting talks about AI with a map, not with opinions.
What you get out of it
What is different twelve months from now
Not a certificate on the wall. A different way of running the place.
You decide, instead of being sold to
You judge vendors, pilots and budget requests on your own terms, and you can say no with reasons. AI becomes a business decision you own, not an IT ticket you forward.
You can show it
Who was trained on what, for which role, when: documented per learning unit, ready for your HR files. Measures you can show, not claims.
For the managing director, in Leader and Executive Partner: your data strategy, the two-year map, leading people through the change, and your personal responsibility as director. The units that decide whether you are the market leader in two years, not just a leaner operation. See the packages
Your packages
A learning path for everyone on the team
A full personal learning path per person, role-appropriate, with a documented competence record. Seats scale from one leadership team to several sites, and the price follows.
Step 1
AI with Results: the 90-day programme for leadership teams
€3,900 / single seat
Company package for your core team: price on request. One-off, ends automatically, nothing renews on its own.
Ninety days, three levels, five artefacts: strategic weeks one to four, tactical weeks five to eight, operational weeks nine to twelve. At the end your first AI initiative runs, and you hold the documents that prove how you got there.
- Strategy page: starting position, goal, levers, guardrails and first move on one page (week 3)
- Innovation frame: where your company looks for AI, where deliberately not, and which guardrails apply (week 4)
- Use-case canvas: your one case in nine fields, with data, risk and human review built in (week 7)
- Mini business case: effort, effect and a stop criterion for 90 days, as a one-page decision paper (week 8)
- Plan and prototype: the plan on one page, then a working assistant live in your business (weeks 10 and 11)
- Demonstration and record dossier: ten minutes in front of your leadership, plus the documented measures and results (week 12)
- Weekly live briefing with Selina Gaertner and the other leaders, same topic for everyone, with recording
- Credited in full if you continue into the membership during the programme or within 14 days after it
Three routes, depending on who is learningThe same curriculum, at different depth and with different support. Compliance and IT are welcome in all three, they belong at the table early, not at the end.
For your team
Price on request / year
For whom: People in sales, marketing and medical affairs who are meant to use AI in daily work
- A personal learning path per person, curated by LIA, by chat and voice
- 52 weeks, one step a week, chosen for the role and the time available
- Short inputs to read or watch, workbooks, quizzes and practical tasks
- Practice transfers inside your own company instead of textbook exercises
- A documented competence record per person for your HR files
- Recordings of the weekly AI leadership briefing
- Scales with the number of seats, from one leadership team to several sites
MOST CHOSEN
For department heads
Price on request / year
For whom: Anyone running an area and answerable for AI in it
- Everything from „For your team“
- A weekly group live call with Selina Gaertner, with current insights from sales and marketing practice
- A private leadership circle, the exchange among leaders with the same plan
- A team enablement strand with all leadership templates, so your area follows you
- Early access to new learning units
For management, AI officers and company-wide decision makers
Price on request / year
For whom: Anyone deciding for the whole company
- Everything from „For department heads“
- Direct access to Selina Gaertner, usually answered within one business day
- Structured depth: AI strategy, agent workflows, governance and team rollout
- A quarterly one-to-one, 45 minutes
- An annual governance quick check for your company
- A personal use-case review with feedback on the roadmap
- Capped at 50 mandates
For companies
AI literacy for your team, documented
A full personal learning path per person, role-appropriate, with a documented proof of competence. Team and company licences are agreed individually and billed by invoice.
International too. Companies based outside the EU may also be affected, for instance where staff in the EU use AI systems. The academy is available in German and English, so international leadership teams can be trained centrally and documented consistently. Further languages follow as cohorts need them.
Included in every company package
- Full personal learning path per person, role-appropriate, with its own depth for sales and marketing
- Documented proof of competence per person
- Available in German and English
- Progress overview and a consolidated proof report for your HR records
The learning content is identical across all three packages. What scales is the number of seats, and the price follows from that.
The statements on Article 4 EU AI Act are for orientation and are not legal advice. Whether, for whom and to what extent Article 4 obliges you to take measures must be assessed case by case, with legal counsel where appropriate.
Payment by card or SEPA direct debit · 30-day money-back guarantee · invoicing for companies available · German and English
How the proof holds up
Role and context based, the way Article 4 frames it
Article 4 does not ask for "everyone did an AI course". It asks for measures that fit knowledge, role and deployment context. So LIA asks three questions before your first step, the same three dimensions the legislator means.
„I put together what fits your role, your AI systems and your deployment context, and I document it at the same time for your proof of competence.“ LIA, in the onboarding
Dimension 1 · The role
Which function do you work in?
Executive management & strategy
Sales & marketing
Quality, regulatory & compliance
IT & data
Other
Dimension 2 · The systems
Which AI systems do you use?
General assistants
AI inside office and specialist software
AI in our own products
Data and analytics tools
None yet
Dimension 3 · The context
What does your AI work with?
Customer data and other personal data
External content: marketing, offers, customer communication
Internal processes only
Not sure
Extract from your proof of competence
- Role / function
- Executive management, C-level · Sales & marketing
- AI systems in use
- General AI assistants, AI in own products
- Deployment context
- Personal and sensitive data, product development / product safety
- Completed units
- Documented per learning unit, with date
The selection of learning content was made on a role and context related basis.
Who was trained, when, on what, appropriate to which role and which context. Exactly the question someone will ask sooner or later.
Your safety net
Decide today, without carrying the risk
Booking before a programme has launched takes trust. So the risk sits with me, not with you.
30 days money back
Look at everything in peace. If it is not right for you, you get your money back within 30 days, no questions, no justification needed.
Built for procurement
Invoice instead of card, VAT ID, and team to enterprise licences for your company. Everything your finance team needs.
Frequent questions
Everything you need to know
Primarily for managing directors and department heads in mid-sized companies, 50 to 1,000 employees, in any industry, above all in sales and marketing. No prior knowledge needed: LIA, your AI learning companion, adapts the path to your level, from first steps to strategic depth. Enabling your team is a dedicated focus.
Because the large providers teach AI in general. Here every unit is built for everyday work in sales and marketing: offers, customer conversations, campaigns, approvals. And because I spent more than ten years in sales and marketing myself, among other roles as a director in medtech, the examples come from real business, not from a startup. You can verify my TÜV Rheinland certification at Certipedia at any time.
After signing up, LIA gets to know you in under a minute (role, goals, time budget) and then recommends suitable blocks step by step: short video impulses, exercises and practice tasks in your company. By chat or voice, even if you only have 15 minutes. Points, levels and badges make your progress visible.
As much as your calendar allows. The programme is built for packed leadership calendars: blocks take 5 to 20 minutes, the weekly live briefing 30 to 45 minutes (with recording). LIA always recommends the step that fits your available time.
Step 1 is AI with Results: 90 days, a one-off, ends automatically. Step 2 is the membership over twelve months, with AI with Results credited in full. A single seat costs €3,900. The company package for your core team and the membership I discuss with you personally, because they depend on the package and the number of seats. All figures net plus VAT. Book a free call for that. Executive Partner is capped at 50 mandates.
Yes: 30-day money-back, no questions asked. Booking works conveniently online or classically by invoice (B2B). The programme runs for 90 days and ends automatically, nothing renews on its own. The membership runs for 12 months and can be cancelled with 4 weeks notice to the end of the term. Questions first? Book a free call with Selina.
Because here you do not read about AI, you lead one. LIA is not the course material, she is the tool you work with daily. No shelf of courses to fight through alone, but exactly one step a week, picked for your role and your time budget. Plus a live briefing with an actual human and a circle of leaders doing the same thing. That is precisely where recorded courses fail: nobody notices when you stop.
The EU AI Act does not forbid you to use AI, it regulates it. And since 2 February 2025, Article 4 obliges you to take measures that support the AI literacy of your staff, appropriate to role and context, since the Digital Omnibus of July 2026 without a guaranteed level. So the question is not whether you may, but whether you can show what you did. That is exactly what the academy supports: role-appropriate content, a documented curriculum and a documented record of competence for your HR files. Whether and how Article 4 applies to you in a specific case is a question for your legal counsel.
Let us talk about your company
Thirty minutes, free, no sales pitch. We look at which of the three routes fits your company, and if none does, I will say so.
Book a call