Recap: Women in Tech Düsseldorf – The Rise of Agentic Marketing

Moving beyond the prompt: Welcome to the era of AI agents

The Women in Tech Event Düsseldorf explored the next frontier of digital transformation: the rise of AI agents. Shifting beyond static chatbots and basic content generation, the discussion focused on how AI is evolving into proactive “doers” that can plan goals, navigate tools, and optimise outcomes autonomously.

With exclusive insights from global leaders such as IBM, attendees gained a deeper understanding of how marketing workflows are being fundamentally re-engineered. The concept of “Super Agents” illustrated how complex processes are already being orchestrated by AI, sparking thoughtful discussions about the future role of marketers. The session encouraged participants to rethink their position — not simply as executors, but as strategic orchestrators in an increasingly agent-driven world.

Event Highlights

Inspiring Keynote

Attendees discovered how agentic systems are reshaping marketing and technology, with a keynote from IBM offering sharp insights and forward-looking ideas that helped them understand what lies ahead.
Interactive Workshop

Across two focused sessions, participants enhanced their skills: one offered a concise introduction to GEO and practical guidance on optimising their setup, while the other explored how to strengthen personal branding and support career development with AI agents.
Networking

Over food and drinks, guests connected with like-minded professionals, exchanging ideas and hearing personal stories on leadership, career growth, inclusion and more.
Personal Growth

Participants left with greater clarity, confidence and fresh impulses for their next steps, along with practical tools, inspiration and a clearer understanding of how to shape their roles in an AI-infused future.

Event programme

4.00 – 4.30 pm

Arrival & Registration

Moderation by Melanie Warzyc, Communications & Event Manager, IBM iX

Ann Figueroa, Data Engineer, IBM iX
Karsten Stracke, Digital Business Consultant, IBM iX

Verena Gründel, Director Brand & Comms DMEXCO

5.10 – 5.30 pm

Coffee Break

Moderation by Inge Scheibel, Practice Lead Data-Driven Marketing, IBM iX

Panelists:
Lena Marquardt, Lead Retail Media Intelligence & Analytics, Douglas Marketing Solutions
Oksana Kulikova, Global Head of Marketing Automation & Customer Data Platform, Metro AG
Jessica Dannemann, Chief Partnership Officer, Optimizely

Participants could choose one of two workshops:

Agentic Marketing Yourself with Asli Yilmaz-Hauck, Design Director at IBM iX, explored how the architecture of an AI agent— goal, tools, memory, feedback and autonomy can be translated into a personal visibility framework. Through an interactive paired exercise, attendees left with one concrete action to implement.

How to GEO? with Lukas Birringer, Digital Business Consultant at IBM iX, focused on preparing for a future where the next customer may not be human, but an agent. The session strengthened generative engine optimisation capabilities, introduced key emerging KPIs and provided guidance on how to prepare websites for this new era.

Participants stayed for conversations, drinks, and snacks, and lingered until they felt like heading home.

Our strong line-up

Lena Marquardt

Lead Retail Media Intelligence & Analytics, Douglas Marketing Solutions

Oksana Kulikova

Global Head of Marketing Automation & Customer Data Platform, Metro AG

Aslihan Yilmaz-Hauck

Account Partner, IBM

Verena Gründel

Director Brand & Comms, DMEXCO

Jessica Dannemann

Chief Partnership Officer, Optimizely

Judith Bremer

Marketing & Communications Lead, IBM iX

Inge Scheibel

Practice Lead Data-Driven Marketing, IBM iX

Ann Figueroa

Data Engineer, IBM iX

Markus Dietrich

CEO, IBM iX

Karsten Stracke

Digital Business Consultant, IBM iX

Key Takeaways of the Event

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