Context-Sensitive Marketing: Startup Horst International and SAP Join Forces

What happens when technological innovation meets genuine relationship-building? Miriam Sarah Horst dared to find out with Horst International – and developed SUCCESSBOOSTR!®, a solution that reimagines mobile communication: approachable, context-sensitive, and free from app dependency. In this interview, she talks about how everyday observations turned into a Europe-wide project, how the collaboration with SAP came about – and why good AI doesn’t replace us but empowers us to take action.

Miriam, can you tell our readers a bit about your personal background?
I’ve always worked at the intersections – between brand and people, between technology and communication, between business and authentic relationships. After roles in marketing, sales, and strategy development, I realized early on: what makes us successful in the long run isn’t tools, but trust and clarity. With Horst International, I wanted to turn that insight into a product. One that doesn’t push itself onto users, but helps. Not just another app, but a smart everyday assistant. I never imagined it would become a Europe-wide project. But I firmly believe the best solutions often come from real-life observations.

How did you first get into the topic of AI?
AI was never an end in itself for me – it was always a means to an end. I grew into it through specific questions: How can we provide people with the right information at the right time without overwhelming them with tech? How can systems learn what truly matters without constant reprogramming? SUCCESSBOOSTR!® is a good example. Our AI components work in the background, observing what works and making suggestions – but without pushing themselves into the foreground. I believe good AI doesn’t make us dependent, but capable. And it allows us as humans to have more time for real interaction.

What led you to found your company? What problem were you trying to solve?
I founded Horst International because we saw a gap: B2C communication was either too complicated, too inflexible, or simply not mobile-first. Especially in industries with lots of movement, personal contact, and decentralized sales structures, there was a lack of smart, low-threshold access to digital tools. Our goal was to design communication that truly lands: emotional, situational, and ideally with just one touch. We focused on the smartphone homescreen. On average, people look at their homescreen up to 500 times a day – but in marketing, this channel is hardly used. That’s a huge opportunity! That’s how SUCCESSBOOSTR!® was born – our contribution to more empathetic, digital communication in the mobile age. We didn’t just want to simplify communication, but activate it, in the sense of: “We make the customer part of the company – and customers want that too.”

How does your product work? What’s special about it?
SUCCESSBOOSTR!® is a patented communication solution that connects mobile touchpoints with intelligent content in real time – without the need for an app. Brands and personal brands can place themselves directly on users’ smartphone homescreens and use interactive, personalized content to strengthen customer engagement. This ranges from personalized offers and events to location-based tips, all guided by smart AI communication. Imagine you’re at a car dealership, a trade fair booth, a hotel or an airport. One tap on your phone, and you get exactly what’s relevant to you. For example, the rental car company at the airport can instantly show you available vehicles, you can book appointments at a trade fair, or reserve a hotel room via AI messenger.
It works on almost any device and enables a connection to the relevant information, contact, or conversation within seconds – including smart data feedback and full GDPR compliance. What’s special: our clients don’t have to develop or roll out an app. SUCCESSBOOSTR!® works immediately, with minimal effort and maximum impact. It saves staff time, reduces scatter loss, and significantly increases conversion. We turn customers into digital allies.

What types of companies are your main clients? Are you focused on Germany or also international?
Our customers are as diverse as their use cases. From owner-managed car dealerships and care facilities to franchise companies in retail and tourism – they all share one thing: they take customer relationships seriously and are open to new paths.
SUCCESSBOOSTR!® works especially well in sectors where personal proximity meets digital efficiency – sales, tourism, healthcare, HR, or retail, for example. We’re currently focused on the DACH region, but thanks to our partner network, we’re already growing internationally. And yes, our roadmap is clearly geared toward global expansion. Especially in licensing and partner networks, we’re already in talks in several European markets.

You partnered with SAP for interface development. How did that collaboration come about?
Our technology journey took us into system integration early on – especially with large clients where existing IT infrastructures must be considered. Working with established system architectures came naturally. It wasn’t about “winning” a partner – it was about a shared understanding that modern communication doesn’t stop at the user interface, but needs to be integrated into existing processes.

How is your cooperation structured?
We focus on compatibility, openness, and modular thinking. It’s important to us that our solution fits well – whether into existing software landscapes or new digital ecosystems. The cooperation is project-based, adaptive, and not tied to a rigid model – it’s based on customer needs. In this context, we conducted our own selection process to certify international SAP partners as implementation providers for SUCCESSBOOSTR!®.
These SAP partners work closely with us to tailor solutions for their clients’ specific markets. They also handle necessary software maintenance to ensure smooth operations in line with our specifications.

Have there been any particular challenges in your collaboration with SAP? How did you overcome them?
Of course – as with any demanding technical cooperation. One of the biggest challenges is often expectation management. What does “easy to integrate” really mean in the day-to-day of an IT department? We learned to bring all perspectives – sales, IT, data protection, and management – to the table early on and set small, testable milestones together. That makes even large projects navigable.

What was your biggest takeaway from this process?
Technology alone isn’t enough. It takes trust, a shared language, and a genuine understanding of one another. That’s when an interface becomes a real connection. My personal takeaway? Sometimes, it helps to have a coffee first – before diving into the protocol.

What’s next for the partnership? Any future steps already planned?
We’re in ongoing discussions with various integration partners and are currently evaluating additional industry applications – for example in public services, manufacturing, or HR. The demand for intuitive, secure, and AI-supported communication is growing – and our system is growing with it. It remains exciting.

Where do you think your industry is headed in the next few years, especially with regard to AI?
AI won’t replace people – but it will change communication. The biggest opportunity I see is democratization. Tools like SUCCESSBOOSTR!® make professional communication accessible to everyone – from global corporations to small family businesses.
We’re also seeing a shift toward “augmented dialogue,” where AI supports conversations by pre-structuring information, speeding up processes, or even building trust. The ability to communicate in a context-sensitive, empathetic, and relevant way will become a key asset. At the same time, anything that can be standardized will be automated. So those who offer not just content, but real contact quality, will lead the way. That’s exactly where our tool comes in: we bring heart and AI together.

Contact
Website: www.successboostr.io
LinkedIn: Miriam Sarah Horst