2026 Marks the Next Stage of AI Transformation
Recent years have focused on experimentation – now it’s time to take the next step toward AI transformation. The motto for DMEXCO 2026 is “Scaling Intelligence.” So, how can companies gain operational added value from artificial intelligence?
From innovative concept to operational AI implementation
Imagine if Thomas Edison had never brought the light bulb to market, but simply used it as a reading lamp in his living room. Or if Karl Benz had used the first automobile with an internal combustion engine for only personal use, just to speed up his visit to the bakery each morning.
For technology to have a meaningful impact on society, it must be commercially exploited and widely adopted. That’s precisely the sort of history-making moment we face today. AI tools have already won over billions of users worldwide, yet the business world still lacks a robust AI strategy capable of translating this enthusiasm into operational impact. 2026 could be the year we experience a quantum leap, which is why this September’s DMEXCO takes “Scaling Intelligence” as its motto.
State of play in 2026: The lack of a clear AI strategy spells failure for many projects
So, where do we stand today? Individual employees or departments have experimented with various tools. However, the constant influx of new, innovative solutions has made the market increasingly difficult to navigate. As a result, AI tools have often been tested in isolation, with no strategic link to company objectives, processes, or measurable KPIs. Because these experiments have so often come to nothing, an AI adoption gap has opened up – in other words, there is a huge difference between the potential of AI and its actual implementation.
Marketers must translate AI into real business models in 2026
Businesses now need to take active steps to bring their teams and organizational structures into alignment with AI. Dirk Freytag, President of the German Association for the Digital Economy (BVDW), also stresses the particular responsibility that falls on the business community:
“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.”
Proven AI use cases can be scaled
A number of specific use cases demonstrate that it is possible to leverage AI successfully across an entire organization. Our guide to AI use cases for marketing analyzes 15 best-practice examples in detail. Download it now to find out how you can take advantage of AI tools in four key areas:
- Content and creative development
- Customer experience and service
- Data and strategy
- Performance and automation
Our analysis also highlights an important key point: Organizations that treat AI as just another tool struggle when it comes to scaling. That’s because AI only becomes an ROI booster when processes are redesigned and built around it.
6 guiding principles for your AI transformation in 2026
How can scaling AI lead to tangible change? The lessons learned in the last few years can be broken down into six guiding principles. Apply them today to achieve meaningful results in 2026 and lead your company successfully into the AI era:
- Link AI to your company’s specific needs: AI can help you tackle a wide range of challenges. To use it effectively, identify areas where you want to cut costs and processes where resources are currently being wasted.
- Improve data quality and break down silos: For AI to make optimal decisions, it needs the best possible data. Ensure that your tools always have access to all available data across your organization.
- Get your teams on board and provide targeted training: AI has to deliver in day-to-day business operations – and your employees know these tasks and situations best. Give them the knowledge they need to transform their own jobs.
- Build the necessary infrastructure: In addition to individual tools and databases, the infrastructure required for AI implementation also includes new processes and new roles. Invest in this restructuring now to reap the benefits in the medium to long term.
- Adapt your workflows: As a disruptive technology, AI will also impact your company’s workflows. Take a proactive lead in this transformation – design new processes on your own terms rather than being driven by external pressures.
- Align the technology with your brand values: Embed your brand identity in your AI tools to ensure their output reflects your values. In this age of automation, it’s vital we don’t lose the human perspective and our unique creative edge.
Conclusion: We’re entering the next stage of AI transformation
The industry consensus is that 2026 marks the beginning of a new era. But what will the next phase of AI transformation actually look like in practice? How can businesses use AI to improve their ROI and unlock the full economic value of this new technology? These are just some of the questions that will be on the agenda at DMEXCO 2026. In line with the event’s motto “Scaling Intelligence,” top industry figures will come together in Cologne to put forward their answers in presentations and masterclasses.
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In his texts, he mainly focuses on current developments and challenges in e-commerce.
