Last week, our Nikolay Odnokurtsev and Mira Kiselgof attended The MarTech Summit Berlin, which highlighted what many of us in the data and AI space are seeing daily - the line between tech capability and genuine customer connection is blurring in exciting ways.

Perhaps most fascinating was a vision of AI's trajectory over the next five years. We're moving beyond AI as a mere tool toward AI Agents that actively build and optimize digital experiences. Yet the emphasis remained clear: human creativity and brand identity become more valuable, not less, as AI capabilities expand. This resonates with what we're seeing in our projects too.

Generative AI is transforming how marketing specialists work by automating routine tasks while enhancing creative capabilities. It serves as a powerful collaborator that handles time-consuming tasks, allowing specialists to focus on strategy, brand authenticity, and emotional connections that truly resonate with audiences. The most successful marketing teams are those who view AI as an amplifier of human creativity rather than a substitute for it.

Refreshing perspectives on turning regulatory challenges into first-party data innovation opportunities were offered. Their focus on reducing consent fatigue while building trust resonated deeply with our approach to ethical data practices.

Throughout the summit, it became evident that we are no longer discussing whether MarTech will transform — we are witnessing how rapidly it is happening. The companies that thrive will be those that seamlessly integrate CX and DX, responsibly leverage AI, and build trust-based data strategies.

The tools keep changing, but the goal remains the same - understanding people better.