Artificial intelligence is increasingly developing into the most important driver of innovation and growth. The question facing companies now is no longer if they should use AI, but how it can be successfully scaled and integrated into business models, processes and value creation.
Cologne, April 14, 2026 – By taking “Scaling Intelligence” as its motto, DMEXCO is signaling a major transition in the digital economy: away from experimentation and toward tangible operational impact. Four years since the initial hype around generative AI began, the industry is at a turning point – it’s time for artificial intelligence to prove itself in practice: in processes, in results and in measurable economic added value. What matters now is the technology’s actual contribution to business success, not just its potential.
On September 23 and 24, the leading business event for digital marketing and tech will bring together thought leaders and decision-makers in Cologne, Germany, to make this transition a reality: from individual pilot projects to the systematic integration of intelligent solutions into the corporate value chain.
The current situation in Germany is sobering. According to PwC’s latest Global CEO survey, only 12 percent of companies worldwide are achieving both higher revenue and lower costs through the use of AI. In Germany, that figure is just 2 percent, with many initiatives remaining stuck in the pilot phase.
The reasons for this are many and varied, including a lack of integration, insufficient data quality, unclear responsibilities, the absence of strong support inside the organization and a lack of acceptance within teams.
Verena Gründel, Host and Brand & Communications Director at DMEXCO, says: “The AI experimentation phase is over. Those who don’t scale will fall behind. The question now is which companies are able to translate AI into scalable business models, driving both growth and efficiency at the same time. The real bottleneck is rarely the technology itself, but the consistent integration into processes and clear strategic decision-making. These are exactly the questions at the heart of DMEXCO.”
Dirk Freytag, President of the German Association for the Digital Economy (BVDW), adds: “Scaling Intelligence is both a mission and a call to action. AI must be integrated into the value chain. It is up to us, as the digital economy, to lay the foundations. The interaction between humans and technology will play a decisive role. The full potential of AI can only be realized in combination with human judgment, creativity and accountability. It is now up to us to decide whether technology will develop into real business models or remain stuck in the experimental phase. DMEXCO shows how success can be achieved in practice. With this year’s motto, we are taking the event’s role to the next level, developing it from a hub for guidance and analysis into a platform for implementation.”
Scaling Intelligence: From potential to application
In 2026, how can we decide if AI is truly making a difference? To put it in a nutshell: by evaluating its impact on everyday business operations. In other words, whether or not it makes processes more efficient and improves results.
In this year’s DMEXCO motto, “scaling” refers to the ability to embed AI in organizations in ways that extend beyond individual use cases. This is a challenge that requires clear governance, robust underlying data and processes that span all areas of the business.
The term “intelligence” explicitly refers to more than just technology. It also encompasses the human ability to manage systems wisely, evaluate results critically and refine areas of application.
This strategic perspective is at the very heart of the DMEXCO 2026 program. From retail and commerce to data and identity strategies through to creative and content development, martech and adtech, companies participating in DMEXCO will explain the significant role AI can play in driving economic value creation.
First speakers at DMEXCO 2026 confirmed
This year will see another world-class lineup of speakers on DMEXCO’s stages, in its masterclasses and at its summits address the industry’s burning questions by sharing practical insights from their backgrounds in marketing, media, commerce and technology. Leading figures speaking in Cologne this year include Michael Komasinski (CEO, Criteo), Claudia Willvonseder (member of the International Executive Board, Dr. August Oetker Nahrungsmittel KG), Sir Martin Sorrell (founder and Executive Chairman, S4 Capital), Ulrich Klenke (Chief Brand Officer, Deutsche Telekom AG), Rezo (content creator and co-founder, Nindo GmbH), Daniel Hulme (Chief AI Officer, WPP), Giuseppe Fiordispina (Marketing Director, CUPRA and SEAT Germany), Dr. Boris Ewenstein (CEO, OTTO GmbH & Co. KGaA), Dirk Kraus (CEO, YOC), Isabelle Rogat (Cultural Trendscout), Viktoria Renner (co-founder and CEO, OZMOZE), Rik Strubel (CMO, DOUGLAS), Tobias Seemann (Chief Digital Officer, adidas) and Alexander Graf (author and podcaster, Kassenzone).
Strong exhibitor interest in DMEXCO 2026: Registrations up by over 35% in the early-bird period
The latest exhibitor registration figures underscore the industry’s appetite for the opportunities to exchange ideas and collaborate that DMEXCO offers. At the end of the early-bird phase, the number of registered exhibitors for DMEXCO 2026 is more than 35 percent higher than it was at the equivalent date in 2025.
Participation has already been confirmed by many leading brands from the international marketing, commerce, media and tech scene, including Adverity, Awin, Billiger.de, CoreMedia, Crownpeak, Disney Advertising, FactFinder, HubSpot, IBM iX, idealo, IQ Digital, Optimizely, Pimcore, Rakuten TV, Rewe Group, RMS, Rossmann, SAP Emarsys, Shopware, Teads, Teamleader, The Nielsen Company, The Trade Desk, United Internet Media and Vistar Media.
About DMEXCO
DMEXCO is Europe’s leading digital marketing & tech event. We are a community and a central gathering place for all key players in the digital economy and the spheres of marketing and innovation. We bring together industry leaders, marketing and media professionals, and tech pioneers to collectively set the digital agenda. DMEXCO offers a comprehensive ecosystem featuring presentations from internationally renowned speakers, exhibitions from top brands and hands-on masterclasses – all centered around digital trends and future business opportunities.
Both in Cologne and online, we set the benchmark as the go-to networking and business platform for the digital economy. At DMEXCO, decision-makers gain valuable insights, draw inspiration, make contacts and seal deals. This is where the digital business landscape of tomorrow unfolds today. This year’s event will take place in Cologne on September 23 and 24, 2026.
With DMEXCO ASIA, DMEXCO has now also established a major platform for digital transformation in the Southeast Asia-Pacific region. DMEXCO ASIA will take place alongside the eCommerce Expo on 7 and 8 April 2027 in Singapore.
The German Association for the Digital Economy (BVDW) – together with the online marketing association Online-Vermarkterkreis (OVK) – is the ideational and professional partner of DMEXCO and owner of the DMEXCO brand. DMEXCO is organized by Koelnmesse.
Image material on DMEXCO is available online at https://go.dmexco.com/de/press-downloads-dmexco.
Media contact
Elena Fischer
PR & Media Relations Manager DMEXCO
Email: elena.fischer@dmexco.com
Phone: +49 176 1256 2802
