Aug 4, 2026 · 34 min · 11 segments
In this special episode, IAB Europe’s Marketing & Communications Director, Lauren Wakefield, sits down with Verena Gründel, Host and Director of Brand & Communications at DMEXCO, to explore the legacy…
Verena GründelGuest
Lauren WakefieldHost
And you've already briefly sort of touched on the theme for this year being scaling intelligence-
... and why that, why that's obviously such an important topic, um, and focus for, for this year.
But what does that phrase mean to, to your team, the DMe- DMEXCO team? Like, is...
I mean, we, we chose scaling intelligence because we see this next stage of AI adoption in the industry.
Over the past year, I mean, two years ago, we had, um, Prompting the Future, which was very up-to-date two years ago, but now it feels already a little bit old, to be honest, which is amazing [laughs] because we're still talking about AI as just two years ago.
The questions is not, "How can I do the best prompt?" but, "How can I bring AI into my organization to really create value?" So this experiment, or experimentation phase is over.
[laughs] Companies have to scale with AI their business or, yeah, the company, otherwise they will fall behind because the others will do it.
And so the question is: How can we, how can we translate AI to a scalable business model and dr- driving growth or efficiency best in the same time, both? Yeah, so that's why we said scaling intelligence would be the best topic for this year.
And, uh, one more thing I would like to add, uh, because some people ask why we didn't say scaling artificial intelligence.
That was also on purpose because we say that when human and artificial intelligence together, then the real superpower emerges.
So we need both together, and that's the intelligence that we can scale this year and, of course, the previous years that will come with AI.
And you've already briefly sort of touched on the theme for this year being scaling intelligence-
... and why that, why that's obviously such an important topic, um, and focus for, for this year.
But what does that phrase mean to, to your team, the DMe- DMEXCO team? Like, is...
I mean, we, we chose scaling intelligence because we see this next stage of AI adoption in the industry.
Over the past year, I mean, two years ago, we had, um, Prompting the Future, which was very up-to-date two years ago, but now it feels already a little bit old, to be honest, which is amazing [laughs] because we're still talking about AI as just two years ago.
The questions is not, "How can I do the best prompt?" but, "How can I bring AI into my organization to really create value?" So this experiment, or experimentation phase is over.
[laughs] Companies have to scale with AI their business or, yeah, the company, otherwise they will fall behind because the others will do it.
And so the question is: How can we, how can we translate AI to a scalable business model and dr- driving growth or efficiency best in the same time, both? Yeah, so that's why we said scaling intelligence would be the best topic for this year.
And, uh, one more thing I would like to add, uh, because some people ask why we didn't say scaling artificial intelligence.
That was also on purpose because we say that when human and artificial intelligence together, then the real superpower emerges.
So we need both together, and that's the intelligence that we can scale this year and, of course, the previous years that will come with AI.
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