The green energy provider grüüün is breaking new ground in corporate communications: Its digital mascot, Gustav—an AI-generated gorilla—explains complex topics related to energy, sustainability, and innovation in an entertaining and easy-to-understand way on social media, the grüüün website, and in video formats.
grüüün—the Münch Group’s green energy brand—is launching an extraordinary communication concept: Gustav, an AI-generated gorilla, will now take over parts of the brand’s external communications. This makes grüüün the first German energy company to use an avatar as a spokesperson. Gustav handles explanatory content about electricity rates and billing structures, answers to recurring customer service questions, and event updates. With accessible content and entertaining storytelling, he appears at times as a skydiver over the service area or riding an e-scooter through the city. The first three videos featuring him are now available on YouTube at youtube.com/@grueueuen.
Gustav makes it easily recognizable
“With Gustav, we’re lowering the barrier to understanding energy communication: Our customers receive clear explanations—anytime, on the channels of their choice,” says Thorsten Schliesche, CEO of grüüün. “Gustav was already part of our successful market launch campaign. As a natural continuation of that, he now serves as the interface between the brand, people, and the media, making grüüün visible, understandable, and tangible.” His persona reflects that of the grüüün brand: charming, straightforward, and occasionally tongue-in-cheek.
Making complex topics accessible—without taking yourself too seriously
“The energy industry is often perceived as complex and distant. With Gustav, we’re creating an emotional connection with our customers and showing that sustainable energy is an important issue—but one that can also be fun,” said Schliesche.
This unconventional approach reflects what grüüün stands for: creativity, approachability, sustainability, and technological innovation. The company’s strategic focus on AI is equally consistent—and this is exactly where Gustav fits in perfectly: grüüün is already using AI throughout the entire customer journey as well as in internal processes, and on this basis has been able to achieve strong customer growth in a very short time. With Gustav, grüüün underscores its commitment to making complex content accessible while simultaneously advancing its own mission: an affordable, green energy supply where the vision is more important than profit maximization.
The concept and implementation of Gustav were developed in collaboration with the PR agency schoesslers. A gorilla had already been a recurring motif in grüüün’s communications; now, with the help of AI, it has been further developed into a permanent element of a digital communications strategy.
Starting now, Gustav can be found regularly on LinkedIn, Instagram, and YouTube, as well as at www.grüüün.de.
Caption/Photo credits: Gustav, the AI-generated gorilla, is a grüüün spokesperson. (c) grüüün