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In­noSÜD sub­pro­ject "Sales Lab" of the HNU wins Vir­tual Real­ity Award for vir­tual ne­go­ti­ation train­ing

24.08.2020, Press Release :

On 22 August, the team of the InnoSÜD subproject "Sales Lab" at the Neu-Ulm University of Applied Sciences received the DIVR Science Award. The German Institute for Virtual Reality (DIVR) honors innovative solutions in Virtual, Augmented and Mixed Reality from the university sector.
The virtual negotiation training of the team around Prof. Dr. Alexander Kracklauer, Barbara Dannenmann, and Jan Fiedler was able to prevail aginst five competitors in the category "Best Concept" in the last round. The prize was awarded during the Places_Virtual Reality Festival in Gelsenkirchen.

The project team of the Competence Center Growth and Sales Strategies at HNU is pleased about the award: "This shows that the transfer of research results achieved at universities of applied sciences has great potential", says Prof. Dr. Alexander Kracklauer.

Virtual negotiation training with artificial intelligence

"Beat the Bot": Users of the virtual negotiation training developed by the team of the InnoSÜD sub-project Sales Lab at the Neu-Ulm University of Applied Sciences together with the company partner TriCAT GmbH have taken up this challenge. At the virtual negotiation table, players have to do business with a bot that recognizes what is being said thanks to artificial intelligence and reacts accordingly.

Players can test different styles while running through the negotiation simulation and learn which negotiation style will help them to succeed. The game could be used, for example, for training in sales management or in business studies to combine theoretical knowledge with practical exercises.

Over the next two and a half years, the approach will be further developed and expanded. "The award motivates us to continue our research in the field of artificial intelligence in combination with virtual reality for sales applications," explains Barbara Dannenmann, who is responsible for the project as a research assistant.


Further links:

You can read about exactly how the application works and how the artificial intelligence behind it was trained here:

This video also gives an impression of the application:;


DIVR Science Award:


TriCAT GmbH:


Background: Regional research association InnoSÜD

The goal of the InnoSÜD university network is to use innovative transfer formats to facilitate a sustainable and effective exchange between science, business and society. The universities of Biberach, Neu-Ulm, Ulm and the University of Ulm have joined forces in the Innovative University Initiative. Together they want to create a dynamic innovation system that will position the Danube-Iller-Riss region as a link between the Stuttgart and Munich metropolitan regions among the most competitive and innovative areas in Europe in the medium term. The focus here is on energy, mobility, health and biotechnology as well as transformation management, all of which are important for the region. The Federal Ministry of Education and Research is funding the project over a period of five years as part of the Federal-Länder Initiative Innovative University.

Text: Dorothee Barsch, InnoSÜD science communicator

Contact persons:

Prof. Dr. Alexander H. Kracklauer
0731 / 9762-1416

Barbara Dannenmann
0731 / 9762-1415