The Entirely Summit 2025 brought together leaders from across marketing, technology, and digital innovation for three days of dialogue, discovery, and momentum. What emerged was unmistakable: partners, customers, and Entirely companies aligned around a shared mission. A mission to redefine how modern marketing works — open, orchestrated, AI-ready, and built for impact.
From the opening keynote to the final breakout, the Summit made one thing clear: Entirely is shaping what AI-ready, compliant Martech ecosystems will look like.
A Vision for Marketing That Can Finally Breathe Again
The Summit opened with a keynote from Dr. Christoph Bauer, Tobias Ackermann, and Dr. Bastian Gerhard — a powerful articulation of why our industry has reached an inflection point. Fragmented stacks, data silos, compliance pressures, and the acceleration of AI require a fundamentally different operating model.
Their message resonated across the room: Marketing needs more than tools.
- It needs orchestration.
- It needs an ecosystem — one that is open, intelligent, and built to align the full value chain.
The launch of Entirely.ai marked a key moment. Introduced as the orchestration layer for tailored marketing at scale, it reflects a bold step toward AI-driven collaboration, governance, and enterprise-ready automation.
Ecosystem in Action: Partners, Customers, Entirely Companies — Stronger Together
Throughout the Summit, the ecosystem wasn’t just talked about — it was lived.
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Partners showcased new ways to collaborate and co-create value.
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Customers shared real transformation stories across industries.
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Entirely companies demonstrated the strength of combining Martech leadership with an open, shared vision.
Across halls, conversations, and sessions, one pattern repeated itself: The ecosystem is accelerating — and it is doing so together.
Moments That Defined the Atmosphere
Beyond the sessions and discussions, the Summit carried a distinct sense of connection — a blend of ambition, openness, and collective curiosity.
One moment captured this spirit particularly well: the dinner at Lisbon’s Botanical Garden, Estufa Fria.
Surrounded by subtropical greenery and calm evening light, the gathering felt less like a formal event and more like an ecosystem coming into its own. Conversations shifted naturally from strategy to shared perspectives, new relationships formed, and existing ones deepened.
It was a setting that mirrored the Summit’s purpose: bringing people and companies together to shape what comes next in marketing.
A strong reminder that transformation doesn’t happen in meeting rooms alone. It happens when the right people come together in the right setting — openly, thoughtfully, and with the confidence that something new is taking shape.
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What the Summit Made Clear
Across keynotes, panels, and informal exchanges, several insights emerged consistently:
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The industry is shifting from fragmented tools to connected, orchestrated systems. Enterprises are looking for alignment, visibility, and AI readiness — not more complexity.
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AI governance, unified data models, and compliance are now foundational. They are no longer “add-ons” but essential building blocks for scalable marketing.
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Entirely.ai is more than a feature — it represents a new layer in the marketing value chain. A step toward intelligent orchestration rather than isolated automation.
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Ecosystem thinking is replacing vendor thinking. Brands want collaboration across platforms, partners, and teams — not closed, rigid suites.
Together, these insights revealed a shared direction of travel:
the future of marketing will be composable, orchestrated, compliant, and profoundly collaborative.
Breakouts That Defined the Conversation
Some sessions became immediate reference points for the industry:
Inside BSH’s Marketing Value Chain Reinvention
A blueprint for strategic orchestration and scalable content operations — showing what happens when brands transform complexity into clarity.
OTTO’s Composable, Data-Driven Martech Stack
A masterclass in how enterprise architecture can embrace composability and unlock speed, governance, and smarter customer experiences.
Hearst’s Future of Publishing Powered by AI
A deep dive into how AI-native content operations modernize workflows, elevate creativity, and strengthen brand consistency across iconic titles.
Together, these and many more sessions showcased the breadth — and depth — of Entirely’s ecosystem and its ability to support real enterprise transformation.
If you’re curious to continue the journey, we invite you to join the Entirely Community — where exclusive articles and Summit presentations await.
A Community That Continues What the Summit Started
Because a summit is a moment; a community is a movement.
The Summit catalyzed new conversations, new collaborations, and a shared appetite for more.
The Entirely Community now brings these voices together — partners, customers, innovators — continuing the exchange far beyond Lisbon.