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DMEXCO 2026:
 A look back

At DMEXCO 2026, IBM iX brought Scaling Intelligence to life — where AI moves from experimentation into everyday business reality.

Explore the DMEXCO highlights

From AI to Aha!

“Scaling Intelligence” was the headline of DMEXCO 2026. The bigger story was how businesses can scale it responsibly. As AI becomes a foundational technology, governance, trust and customer experience are emerging as the true drivers of long-term value. Learn more about the five trends redefining competitive advantage.

Read the blog post

Highlights from DMEXCO 2026

Through live AI demos, customer stories and expert perspectives, IBM iX and partners including METRO, HOFER, DOUGLAS Marketing Solutions and Salesforce showcased how organisations are creating measurable business value with AI.

  • Turning intelligence into advantage

    Industry leaders discussed how organisations can combine AI, trust and customer experience to create lasting business value. One theme appeared again and again: as AI becomes more accessible, human judgement becomes increasingly important.

  • Scaling customer experience

    Together with METRO, we explored how customer engagement can scale across 20 markets while balancing global consistency with local relevance. The discussion showed how customer experience continues to be a key driver of growth.

  • Agentic AI live in action

    Visitors experienced how AI agents can support content creation, campaign activation and personalisation at scale. The Agentic Content Factory demonstrated how organisations can accelerate marketing workflows while maintaining quality and governance.

  • From service to business value

    Our Sales & Service Agents demo showed how AI can support smarter decisions, improve customer interactions and identify new opportunities for growth. The focus was not on automation alone, but on measurable business outcomes.

From the masterclasses: Take the slides with you

As AI becomes more capable, organisations face a new challenge: how to scale what works. Our masterclasses showed practical approaches to growth, visibility and AI-powered commerce.

From inspiration to impact: what’s next after DMEXCO?

The most valuable takeaway from DMEXCO wasn’t a single trend, technology or innovation. It was the opportunity to rethink how businesses create value in an increasingly intelligent world.
Whether you’re exploring AI, customer experience, digital transformation or new growth opportunities, we’re here to help turn inspiration into action and ambition into measurable outcomes.

Meet the team


Looking to connect before DMEXCO? Reach out to our team and let's start the conversation.

Klara Martens
Partner Marketing Manager, IBM iX
+ 49 1749966895
Anna Dubrovska
Director Growth - Consumer Industry, IBM iX
+49 17611103116