OMKI 2025 (formerly OMKB) in Bielefeld made one thing clear: artificial intelligence has long been an integral part of online marketing. The conference offered exciting insights into current AI trends, inspiring success stories from leading experts and practical strategies for companies. The focus was on the question of how AI can be used in a targeted manner to make marketing processes more efficient and effective.
Our colleague Kirsten Mansaré was there and listened to numerous inspiring presentations. The following insights particularly stuck in her mind:
- AI is fundamentally changing role models in marketing. Many tasks are being automated, meaning that marketers have to acquire new skills and adapt their working methods. Numerous existing tools are already supporting this change.
- At the same time, the responsible use of AI is essential, especially in view of the introduction of the EU AI Act in February. Companies must actively engage with the use of AI, provide targeted training and integrate it into their processes.
- Proper prompting plays a decisive role here – new job profiles such as prompt engineer, AI marketing agent or growth hacker are becoming increasingly important.
- It is clear that the influence of AI is already omnipresent in online marketing. Be it in search engine optimization (SEO), media playout via search engine advertising (SEA), social or display or in content creation and optimization.
In addition to exciting discussions, OMKI also offered numerous practical insights. The presentations by well-known companies such as Otto, Camel Active, Dr. Oetker and Weber as well as the insights from Meta were particularly inspiring.
One highlight was the presentation by Daniel Verst (Meta), in which he explained that Meta is already investing heavily in AI technologies with the aim of “becoming the worlds discovery engine”. He also presented specific use cases and product solutions that are already enabling significant efficiency gains.
OMKI 2025 impressively demonstrated that AI is no longer a topic for the future, but is already essential for successful marketing strategies today. It is now up to us as an industry to actively shape these developments, take responsibility and use innovative technologies in a targeted manner.
May we advise you on this? Then get in touch with us!
