Boldness, creativity, and human authenticity are becoming decisive factors in digital marketing’s future. AI may dominate workflows, but only courageous ideas and emotional storytelling allow brands to stand out in a rapidly shifting landscape. At the same time, Europe faces the challenge of combining technological innovation with responsibility, sustainability, and cultural diversity. About these shifts and the opportunities they bring, we talk with Verena Gründel, director of brand & communications, official host of DMEXCO and member of the management board.
The motto of this year’s edition of DMEXCO is „Be Bold. Move forward.”. In which direction should the digital marketing industry head today to truly grow boldly and effectively? Have you noticed any breakthrough shifts in how European marketers perceive risk and innovation?
We see the trend moving towards a bolder approach in marketing: four out of five marketing professionals expect boldness to be decisive over the next five years. This is the result of our latest DMEXCO study, which we have conducted recently in Germany. Another study confirms that courage pays off: brands achieve an average of 38 percent higher brand value with exceptionally high creative quality.
In a world realigning geopolitically, we believe Europe has a real opportunity to position itself as a reliable and innovative market. The industry needs a new beginning with risk-taking and willingness to invest. And in a time when AI content is generated in seconds, it needs human creativity, emotion and clear edge to be recognizable. We want to shake up the industry, encouraging it to make decisions and embark on new paths. And the industry wants us to do that: The response to our motto is greater than ever.
One of DMEXCO 2025’s key themes is AI agents and next-generation models. To what extent are these technologies already changing the way marketers work, and how do you assess their potential over the coming months?
AI is currently permeating every aspect of marketing. Its use is no longer considered a separate element, but is seamlessly integrated into all facets of digital marketing. It enables data-driven hyper-personalization and AI-powered campaigns, revolutionizing marketers’ work. We see new trends such as virtual influencers and new challenges such as the right advertising environment when it comes to ad fraud. We have recently witnessed the launch of Chat-GPT 5, presenting new opportunities. The constant change makes it necessary to stay updated and strive to be a pioneer in order to surprise others with innovative ideas.
There is increasing talk of the need for „sustainable AI development.” In European marketing-technology debates, does this topic truly resonate, or is it treated more as a slogan without concrete action?
I prefer reasonable actions, not activism. So the question for me is: What would those concrete actions look like and what are the reasons for it? To showcase what I mean: I’ve just recently stumbled across the term 'AI Veganism’. People consciously avoid AI for ethical or ecological reasons. Is it a trend already? Does it mean, we have to minimize our AI use to the absolute max? No, but what we have to admit: it’s no longer just about technology; it’s about societal questions. And I see it as an important prompt for discussions: how can we train AI fairly? How do we communicate honestly about AI’s ecological footprint? Who actually decides what is fair and right? We need to talk about how we use AI and discuss environmental and sociological questions. And maybe, now is the time to set standards in the industry. That is a discussion we might continue at DMEXCO Thought Leaders’ Summit.
What prevailing sentiments and concerns characterize today’s European digital marketing industry, and which technological or strategic solutions are most frequently discussed as responses to these challenges? Do you see more openness to experimentation, or rather caution and budget cuts?
On the one hand boldness is becoming increasingly relevant. But on the other hand, every second marketeer is afraid of consequences such as potential shitstorms or legal issues. This fear prevents the experts from taking bold actions, which is understandable, but not unmanageable. Courage is recognized as a crucial key to success. Brands must be willing to embrace risks in a constantly changing environment to stay ahead. This willingness to take bold steps and make decisive decisions will likely define those who succeed in the evolving landscape of European digital marketing.
Besides that, it is a challenge for the industry to find and implement digitally innovative models and combine them with individual and human creativity. Brands must find a way to collaborate with AI in a way they distinguish from other brands and add genuine emotions to their story.
Which European markets or segments are showing the greatest dynamism in digital marketing right now, and why? Do you see any „change leaders” in specific countries or industries from whom others can learn?
There is a lot of dynamism in the constantly growing commerce sector. At DMEXCO Commerce Summit, we will discuss trending topics such as social shopping, AI-powered hyper-personalization and composable commerce architectures.
We see companies across many EU countries taking action now by expanding and connecting platforms. I am sure, there are pioneers in every country for that, but when it comes to scaling up e-commerce, we have to look over the European borders, especially to China. Companies like JD.com are expanding their influence in Europe by taking over Ceconomy, changing the way we experience e-commerce. We can also learn from Sheglam, which gained a huge social media presence in a very short time. Hence, our strength lies in adapting these strategies to the European market, which we know best.
We are seeing an increasing number of cross-border marketing initiatives –campaigns run simultaneously in multiple countries. In your view, how integrated is the European market in practice, and to what extent do local differences still dictate communication approaches?
Even though there are many cross-border activities, it’s important to pay attention to local differences for communication to work well. Local differences remain significant. Europe’s cultural diversity means that each country has unique languages, traditions, and consumer habits, which require brands to adjust their marketing approaches to fit local contexts. This could mean different visuals, languages, or even marketing platforms to better engage regional audiences. Tools like data analytics and AI help brands understand these distinctions and tailor their strategies accordingly. Recently, a Kantar study showed that relatable realities increase future brand demand by more than 37 percent. The most successful brands find a balance, benefiting from a unified market while respecting and adapting to each country’s unique cultural elements.
How is the role of marketing leaders in organizations evolving today? Do you observe a shift toward a more technology-driven function, or conversely toward humanizing brands and building trust in an automation-filled world?
The role of marketing leaders is definitely changing. On the one hand, we see that in the US, for example, the average time a CMO stays at a Fortune 500 company has dropped from 4.1 to 3.9 years, and only 58 percent of these companies now have a CMO. Decisions like Mercedes replacing its marketing strategist with a finance executive highlight a shift towards prioritizing financial control over creative excellence.
However, on the other hand, the marketing leader role is evolving to blend technology with human-centric approaches. While leveraging AI and data analytics for efficiency and personalized targeting, leaders must also humanize brands in an automation-heavy world. This involves crafting authentic narratives, building genuine consumer relationships, and maintaining trust through transparency and ethical practices.
In a world full of AI and automation tools, the importance of creativity is increasingly emphasized. Which approach to creativity dominates in Europe today – are brands investing in original ideas, or do they tend to follow replicated templates and trends?
In today’s rapidly evolving digital landscape, dominated by AI and automation tools, the importance of creativity is more emphasized than ever. Brands recognize that to stand out and connect meaningfully with their audience, creativity must be bold and innovative and emotional, because emotions drive ROI. In our recent DMEXCO-Kantar study 63 percent of German marketers say the importance of creative quality increased over years. Additionally, it shows that ads that evoke stronger emotions generate 61 percent future brand demand.
This aligns with the industry’s growing acknowledgment of courage as a critical success factor, pushing brands to embrace risks and explore unique, creative approaches that genuinely resonate in a constantly shifting marketplace. Therefore, original thinking and a willingness to break away from conventional patterns are increasingly shaping the creative strategies of European brands.
In light of tightening privacy regulations (e.g., ePrivacy, the AI Act), what challenges and opportunities do you see for marketers operating in the European market? How can they optimally prepare strategies that are both compliant and effective?
With tightening privacy regulations like ePrivacy and the AI Act, marketers face challenges in balancing data-driven strategies with compliance. However, these regulations also present opportunities to build trust and brand loyalty by demonstrating a commitment to consumer privacy. Marketers should invest in training to understand and adapt to regulatory changes, ensuring their strategies are compliant. By using privacy-friendly technologies and transparent data practices, they can harness data effectively while respecting user rights. This not only mitigates legal risks but also enhances brand reputation and consumer trust, positioning the brand as a leader in ethical marketing practices.
Against the backdrop of growing ESG and sustainability pressures, how do marketers integrate sustainability principles into their digital campaigns? Do you see examples of successful green marketing that could serve as benchmarks for the industry?
With rising ESG and sustainability pressures, marketers have to integrate sustainability into digital campaigns. This includes promoting eco-friendly products and services, adopting sustainable business models and reducing CO2 footprint of media. That is what we call green marketing.
Kleinanzeigen, Germany’s leading online classifieds platform – formerly part of eBay – is showing us how it’s done: with AI-powered video compressing, ads play when the grid is green. With a sustainable dynamic data-based ad placement they could reduce CO₂ emissions by 20 percent – with higher ad effectiveness. That’s definitely a benchmark for the whole industry.
By transparently communicating the ecological impact and commitments, brands can build trust and differentiate themselves in a market increasingly driven by consumers’ environmental concerns.
Finally: what do you predict will be the number-one topic in European digital marketing in 2026? Should we expect further technological acceleration, or perhaps a return to more „human” marketing based on values and authenticity?
It’s likely there will be a balance between technological innovation and human values. The focus will be on innovative practices while considering authenticity and trust.
At DMEXCO, retail media, CTV and ATV will be focal points, as well as digital OOH, creator marketing, programmatic and video in general. Regarding other trends, there is strong demand for integrated solutions along the customer journey – from first-party data to omnichannel communication, and on to retail media and social commerce. Above all stands AI, a no-brainer for all marketing genres.
About Verena Gründel:
As director of brand & communications, Verena Gründel is the official host of DMEXCO and a member of the Management Board. She plays a key role in shaping the strategic development and positioning of the event. Until 2023, she was the editor-in-chief of Germany’s leading marketing trade publication W&V. As a trained journalist, she has reported on the digital and marketing industry for over 15 years.
