To measure AI visibility, first find out which source space your category sits in.
What others have published about my work and what I have written for trade media. Plus short bios in three lengths for editors and event organizers.
The full career is in the resume.
Author. Original measurement with 15 Perplexity queries, editorially reviewed. (in German)
Quoted as an expert: agencies must offer more than clients can achieve with their own AI tools. (in German)
Carl-Uwe Würfel is COO and Chief AI Officer at SUMAX in Dortmund, Germany. He has led operations since 2018 and the company-wide AI transformation since 2023: workflows, roles, services and governance. He writes about AI transformation from an operator’s seat, with a focus on mid-market companies and agencies.
Carl-Uwe Würfel is COO and Chief AI Officer at SUMAX, a digital marketing firm based in Dortmund, Germany. As COO and a member of the management team he has been accountable for operations, people and results since 2018. Since 2023 he has been moving the company as a whole onto AI: new roles and workflows, a training program for the team, and rules for quality, cost and compliance. He built the technical foundation with the team and is accountable for it, so he can judge effort and possibilities from first-hand experience. His path led from an IT apprenticeship through technical leadership of a start-up and heading marketing into the management team. In 2026 he published an original measurement of visibility in AI answers in AFS-Magazin. He speaks in German and English about AI as a leadership responsibility.
Carl-Uwe Würfel is COO and Chief AI Officer at SUMAX, a digital marketing firm in Dortmund, Germany, with clients in Europe and the US. A member of the management team since 2018, he is accountable for operations: planning and cost, processes and quality, pricing and proposal strategy together with the head of sales, and the people in the company from hiring to development. As a certified vocational trainer he built the company’s own trainee program.
Since 2023 he has been moving the company as a whole onto AI. Today the large majority of employees use the company’s own AI tools every month. Role profiles were rewritten, the team learns in a structured training program, and rules for cost, quality and compliance are built into the workflows, down to reviews under German health advertising law and the EU AI Act. He built the technical foundation with the team and is accountable for it, which gives him a grounded sense of what to ask of teams and vendors.
He started with an apprenticeship as an IT specialist, went on to lead technology at a start-up, became head of marketing at SUMAX, and moved into operational leadership in 2018. Alongside his work he has completed further education in marketing and business leadership.
In October 2026 AFS-Magazin published his guest article on measuring AI visibility, based on his own study of which sources AI search engines cite. In 2023 the German trade magazine W&V quoted him on how AI is changing the agency business. He speaks in German and English about AI as a leadership responsibility, governance in daily operations, and when it is better to switch an AI system off.