Observed Signal · Sep 8, 2026 · Survey / Study Release · Source: Horizont · Impact: 3/5 · Sentiment: Positive
AI Applications Displace Classic Marketing Disciplines
A trend survey by Marketing-Börse, conducted with Dmexco, BVDW, and HORIZONT, reveals that AI applications are increasingly replacing traditional marketing disciplines. The survey, which polls marketers in the DACH region twice a year, shows that a completely new AI topic has immediately secured second place in the rankings. The full details are behind a paywall, but the headline and preview indicate that AI is no longer just a buzzword but is becoming a concrete and impactful force in marketing. The survey highlights the rising relevance of AI applications like Agentic Commerce, signaling a shift in the industry's focus towards AI-driven strategies.
Survey from key industry bodies indicates AI applications are displacing traditional marketing disciplines, signaling a significant shift in marketing practices.
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Key Takeaways & Evidence Grounding
- Marketing-Börse, Dmexco, BVDW, and HORIZONT conduct a bi-annual trend survey of DACH marketers.
- AI applications are gaining relevance in marketing, displacing classic disciplines.
- A new AI topic ranked second in the survey.
- The survey specifically highlights Agentic Commerce as an increasingly relevant AI application.
Connected Companies & Entities
1 Entity mapped“The Marketing-Börse surveys marketers together with Dmexco, BVDW, and HORIZONT....”
Ontology Mapping & Concepts
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