From Marketing to Machine Learning – A Human-Centered Journey into AI in Aarhus
This interview is part of our Tech Talent series, where we put a spotlight on the people shaping the Aarhus tech scene. In this edition, Anders Hald Vestergaard, Tech City Aarhus, and Lars Appel Haahr, Invest in Denmark, sat down with Kristin Großbaier to talk about her journey from Germany to Denmark, her unconventional path into AI – and why Aarhus became her dream city.
From Germany to Denmark
Originally from Baden Württemberg, Germany, and now 28 years old, she has spent the last three years living in Denmark. Her connection to Aarhus began earlier, during an Erasmus exchange at Aarhus University. This experience left an impression strong enough to bring her back years later.
Kristin’s entry into the tech world was anything but linear. She started in Marketing and Communications, where her curiosity for Big Data Analytics was awakened.
“I wanted to understand how I could challenge myself and push my own boundaries. At first, my datasets became too big to open in Excel, so I started using SPSS. As this tool became too slow, I learned how to code in R and Python. — it all came from wanting to understand my research in greater detail and volume.”
She later completed her Master’s degree in the UK and knew she wanted to return to Denmark. When she heard that Lidl was building its new headquarters in Aarhus, she applied for a role in their German office with a long-term goal in mind: finding her way back to the city she had fallen in love with.
Bridging People, Problems, and Technology
Kristin’s path into AI became clearer when she joined Lidl’s central Analytics department - a rapidly growing, international team responsible for building front-runner data and AI applications across Lidl’s global value chain. Working as a Data Scientist, she quickly discovered that her strongest contribution was to connect technology with people and business needs.
“As a contributor to a technical development team, I was usually responsible for getting AI off the ground. Focusing on what the technology means for the business.”
She often found that AI models were released but not used, and that real value came from close translation of business needs into technical requirements rather than isolated development.
“We created Machine Learning solutions that were poorly adopted. I realized the challenge wasn’t the technical development as such. It was trust, communication, and understanding. Tech is about people. To succeed, you need a multidisciplinary team where my background in social sciences was an important pillar.”
This perspective followed her into her current role as an AI strategy and portfolio advisor at Vestas, which she joined in 2024. Working within the AI Center of Enablement in Digital Solutions, she now contributes in shaping the company’s AI roadmap, enablement and strategic transformation into a scalable, AI-driven future. A major part of her work has been demystifying AI for the wider organization. She developed internal training programs to help employees understand what AI actually does, which business problems can be solved with AI, and how to use the technology safely and responsibly.
“AI does not need to be a magical black box, with the right toolkit and practical understanding, it can become part of Vestas’ business DNA.”
Coming from a Marketing background — and as a woman in tech — she knows how intimidating the field can feel. Her motivation remains the same: solving real problems, empowering others, and building the confidence to step forward.
“You just have to dare and trust in your competences. You don’t need a traditional tech background to create value. If I can be an example of that, especially for other women, I truly believe that I can make an impact at work and beyond.”
Why Aarhus? The Perfect Balance of Life, Community, and Opportunity
Aarhus has been Kristin’s dream city ever since her Erasmus stay.
“There was such a warm welcome for international students. I immediately felt at home.”
What she values most is the balance the city offers. Aarhus is close to the water and has a strong sense of well-being and work-life harmony. It’s a city with the perfect size — big enough to offer everything you need, yet small enough to feel personal and familiar. She also appreciates how easy it is to build an active everyday life here, with opportunities for rowing, summer swims and winter bathing just minutes away.
For Kristin, Aarhus provides both professional opportunity and personal happiness: “It’s simply a very good place to build a life.”
Thriving in Aarhus’ Tech Environment
Switching from a German to a Danish company also taught Kristin something important: the value of helping others into the industry.
She volunteers as a mentor in Erhverv Aarhus’ mentorship program for job-seeking students — a role she has held for a year now.
“It can be difficult to get your first job in Denmark, especially for internationals. But it’s easy to build a network here once you have your foot in the door. That makes a huge difference.”
Starting with a humble new year’s resolutions to expand her professional network more actively to present as the youngest conference speaker at AI Day - the largest conference for AI in Jylland - in November this year, Kristin’s motivation is simple:
“Either you do nothing — or you just try. And trying always leads somewhere.”
Looking Ahead: Inspiring Others into Tech
When asked what she hopes to achieve next, her answer is clear:
“I want to inspire —especially young female professionals. You need to believe in yourself. I hope I can be an example of that.”
Kristin’s journey proves that the tech world is not reserved for one type of profile. Whether you come from Marketing, social sciences, or engineering, Aarhus is a place where courage, curiosity, and talent can create real impact.