AI Consulting Hamburg, with a real face behind it
You are looking for AI consulting in Hamburg because you want someone who is actually local, not just a website with Hamburg in the title. MacNorris is based in Hamburg, and when it makes sense, we sit across the table from you instead of only talking through a screen.
Almost everything runs remote. But not everything should.
Almost every consulting engagement today runs fully remote, that's fast, affordable, and it scales well. For us, remote is also the default, not the exception. A lot can be handled cleanly over a call, describing a problem, walking through a solution, testing a tool live, none of that needs a flight or traffic on the A7.
But having a real face behind a consulting relationship still changes something. You remember people differently than tiles on a video call. And especially for bigger decisions, when there's real risk involved, it makes a difference whether you only know each other digitally, or whether you've actually sat across from each other before.
When we're on-site, we're at your place. Not in a café.
We don't have a fixed on-site rhythm, no mandatory check-ins every two weeks just to look like we're paying attention. If an in-person meeting makes sense, we do it, purely based on need, not on a calendar.
And when we're on-site, we come to you. No café meeting on neutral ground, no coworking space as a half-solution, but directly at your company, right where the actual problem sits. Whether it's in the Speicherstadt, in Altona, or right at the Hamburg harbor, we come to you.
Being based in Hamburg means, concretely, an in-person meeting isn't a special request with a long lead time, it's possible on short notice, as soon as it actually helps.
No abstract AI talk, just use cases we actually build.
Automating customer inquiries in support
Automatically answer or pre-qualify recurring inquiries, instead of handling each one by hand.
The result: Your team can focus on the cases that actually need a human, not the hundredth standard question.
AI-powered data analysis in your CRM
Surface patterns in your CRM data that otherwise get lost in the noise, from trends to concrete recommendations.
The result: Sales sees connections, instead of just scrolling through raw data.
Intelligent document processing
Automatically read invoices, contracts, and forms and file them into the right system, instead of manual copy-paste.
The result: Fewer typos, less time spent on dull busywork.
Internal knowledge bases and LLMs for employees
An internal system that knows your own documents and answers questions about them directly, instead of everyone searching the wiki themselves.
The result: Fewer "where do I find that again" questions in the team chat.
Training employees
Not just rolling out a tool, but showing how to actually use it day to day, with real examples from your own work instead of generic training slides.
The result: AI gets used, not just demoed once and forgotten.
Strengthening individuality instead of AI sameness
Most AI output sounds interchangeable because the prompts are interchangeable. We build prompts and workflows that build on your company, your tone, your knowledge, not a generic template.
The result: AI output that sounds like you, not like the hundredth ChatGPT answer this week.
How working with us gets started.
1. Getting to know each other (video call)
A short, no-obligation conversation. We listen, you talk, and together we see if it's even a fit.
2. Shared understanding, workshop if needed
We work out what the actual problem is, not just the symptom, and which solutions make sense. If needed, in a short workshop, on-site or remote.
3. Feasibility and data protection
Before we start, we check whether it's cleanly implementable, technically and legally. No nasty surprises later.
4. Implementation and involving your teams
We implement and involve your teams directly. No long rollout phases dragging on for months.
Our Playbook, in three excerpts.
How we work isn't written down in a mission statement, it's in our Playbook, 18 rules, five positions, written the way it is, not the way it sounds good.
Read the whole Playbook here: /the-playbook
- Special Teams: on-site, right when it matters
- The Jersey: never external, never spectators
- Trust over control: no weekly check-in required
Robert Cwicinski
Founder & Problem Solver; Player #31
Consultant, doer, brutally honest, out-of-the-box thinker since 2005. ADHD. When something is broken, I want to fix it. But first I want to understand why. Without that, every solution is pure luck.
linkedin.comWhy Robert is the right person to talk to.
20+ years of CRM know-how
Not buzzword knowledge, but two decades of actually rolling out, using, and fixing CRM systems when they didn't work.
On-premise to cloud, hands-on
Migrations are rarely just a technical project, they're usually an organizational one too. That's exactly where the experience lies.
Automation that holds up in daily use
Not the automation that impresses in a demo, but the one that's still running three months later without anyone having to maintain it.
What you usually ask us about on-site consulting.
No. Most of the collaboration happens remotely. An in-person meeting is an offer, not a requirement.
Completely fine. Some projects run entirely remote from start to finish, and that works just as well.
We discuss that concretely once we know what's going on. A fixed lead time isn't the rule for us.
REACH OUT ANYTIME FOR A SHORT INTRO CALL.
No commitment, no sales pitch, just a chance to see if it's a fit.