Marketing at an Inflection Point and is entering a phase of profound transformation.

In his opening keynote, Dr. Christoph Bauer, Chairman of Entirely, set the stage with a clear message: complexity has outpaced human capacity. Not because marketers lack talent or technology — but because the acceleration of tools, channels, data, and AI has created fragmentation at a scale traditional structures can no longer absorb.

Christoph traced the evolution of the industry: from mass media in the 1980s, to digital acceleration in the 2000s, to today’s AI-native era where 77% of new MarTech products are built with AI at their core.

The promise grew — but so did the chaos. What marketing needs now is not more technology, but a way to make sense of it.

His conclusion was clear: the next generation of marketing will be defined by orchestration, not accumulation.

Why an Open Ecosystem Matters

Picking up the thread, Tobias Ackermann, CEO of Entirely, shifted the focus from industry context to enterprise reality.

Today’s marketing organisations:

  • operate with 50–250+ tools,
  • use only 33% of their stack’s potential,
  • face rising pressure to “do more with less”,
  • and must deliver personalised experiences while navigating global compliance.

Tobias emphasised that change will accelerate further through AI agents, multi-agent collaboration, and autonomous decision layers.

But this shift is also an opportunity: Enterprises that connect, orchestrate, and scale their existing technology can unlock measurable improvements:

  • 30–50% reduction in content cost and production time

  • 10–30% uplift in media efficiency

  • 40%+ more revenue for companies mastering personalisation

This is where the Entirely Open Ecosystem comes in — a model designed to regain control over Martech, drive outcomes and efficiency, and scale personalised experiences across every market.

 

Introducing Entirely.ai — The AI-Native Operating System for Enterprise Marketing

The keynote culminated in the first public reveal of Entirely.ai, presented by Bastian Gerhard, Managing Director of Entirely.ai.

His message: marketing needs a new operating system. Entirely.ai is the foundation.

The system addresses the three core barriers preventing enterprise teams from realising AI’s full potential:

1. Context: A digital twin of the entire stack

The “Landscape” maps every tool, process, integration, and data flow in real time.
It provides:

  • a single source of truth,

  • semantic understanding of organisational structures,

  • multiple lenses (graph, workflow, KPI views) for transparency,

  • and a conversational interface that transforms complex stacks into accessible, navigable systems.

Even highly fragmented environments become coherent and actionable.

 

2. Compliance: AI governance by design

Entirely.ai embeds governance into the orchestration layer.
It automatically evaluates:

  • GDPR,

  • the EU AI Act,

  • CCPA,

  • and internal rulebooks.

It identifies risks, triggers manual reviews, and maintains full audit trails — even when regulations evolve.
Compliance shifts from a bottleneck to a protective, proactive framework.


3. Collaboration: Human–agent teamwork

Entirely.ai enables outcome-first marketing.
Its AI agents work alongside teams as:

  • campaign architects,

  • analysts,

  • launch coordinators,

  • performance optimisers.

They collaborate inside a governed environment, guided by the organisation’s context, data flows, and compliance rules.

The result is an orchestration layer that is AI-native, enterprise-ready, and vendor-agnostic — amplifying the value of the existing stack rather than replacing it.

 

This is a Call to Build the Future of Marketing Together

Entirely is not simply introducing a product — we are building the foundation for an open, AI-native ecosystem. And this ecosystem grows stronger when you take an active role.

1. Co-create the future of AI-native marketing
Identify where AI-enabled orchestration can drive measurable impact across your marketing value chain. Learn more and request your AI Collaboration Session here.

2. Join the Entirely Community
Customers and partners gain full access to the keynote recording, slides, expert discussions, and early involvement in co-developing orchestration use cases. Join the Entirely Community here.

When marketing is open, connected, and orchestrated by AI, it doesn’t just work better — it works Entirely.