10/2026

A busy stretch at the studio has kept these reflections in my notebook a little longer than planned. But a few conversations from our visit to Düsseldorf and Cologne have stayed with me—and deserve to be shared.

What happens when an entire industry starts talking about the same thing?

At DMEXCO, AI seemed to be part of almost every conversation. But some of the most memorable moments of the trip were about people: meeting them, exchanging perspectives and understanding what matters to them.

Sandro and I joined the CzechTrade business mission as part of a delegation of nine Czech companies. The programme took us from sipgate’s distinctive working environment to METRO AG’s global headquarters and into the world of digital marketing and e-commerce at Eurowings Digital.

At Düsseldorf City Hall, I had the opportunity to pitch Matbold to the city’s economic development team, sharing our approach to brand transformation.

We were also warmly welcomed at a dinner hosted by Kristina Larischová, Consul General of the Czech Republic in Düsseldorf. It was a chance to continue conversations beyond the presentations and get to know the people behind the programme.

Each visit offered a different perspective on the relationship between business, technology and customer experience. A valuable reminder of how much you can learn by stepping outside your own creative environment.

Then came DMEXCO in Cologne, bringing together names such as OpenAI, Monks, PayPal, Uber, TikTok, Disney, Netflix, Shopify, Spotify and mobile.de. An opportunity to hear firsthand how businesses shaping technology, entertainment and commerce are thinking about what comes next.

And, of course, AI.

I have been attending communication, design and digital events for twenty years. I cannot remember another moment with this much collective excitement, speculation and pressure to adapt. It feels like the biggest hype cycle—and the most significant shift—I have experienced in our industry.

At one point, I approached the speakers after a session and congratulated them for not mentioning AI once. A small joke, but also a sincere thank-you for a conversation that found something else worth exploring.

For us as a brand transformation studio, this raises an important question: as new capabilities become available to everyone, what will make a brand worth choosing, remembering and talking about?

One thought from the closing panel stayed with me. After hearing from global marketing leaders throughout the event, the discussion around brand communication in 2027 landed on an ambition that resonated with both the panel and the audience: **create positive customer experiences that people want to share.**

That feels like a meaningful direction. Technology will continue to change how we work, create and communicate. The quality of the experience we give people will determine how much of it matters.

A warm thank-you to Adam Jareš, Tereza Kazimourová and the CzechTrade team, as well as Kristina Larischová and Petra Appelbaum at the Czech Consulate General, for making this visit possible. And to our hosts and fellow delegates for their openness, generosity and good company.

We came home with fresh perspectives, new connections and a few conversations we look forward to continuing.

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