Observed Signal · May 2, 2025 · Policy Update · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Neutral
What Marketers Want from Merz
German marketers welcome a forthcoming coalition with clear demands to strengthen Germany as a digital location. FRAUWENK surveyed industry experts who call for faster digitalization, modern, innovation-friendly frameworks, and support for firms guiding the digital transition. The AI Pact is described as the world’s first AI law, aiming to protect civil rights while fostering innovation. Participants emphasize the need for a standalone Digital Ministry led by Karsten Wildberg (former MediaMarkt/Saturn chief). The survey highlights broader priorities: upgrading digital infrastructure (including widespread 5G and fast Internet), expanding digital competencies in education, and accelerating administrative digitization. Voices also argue for easier access to capital, better conditions for startups and freelancers, and coherent European regulation on data, AI, and online platforms. While optimism about reform is rising, surveys show meaningful skepticism about delivering progress within a single legislative period.
Policy-focused coverage with industry-wide implications for digital infrastructure, governance, and AI regulation in Germany.
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Key Takeaways & Evidence Grounding
- 69% of FRAUWENK survey participants believe the new Digital Ministry will deliver tangible progress.
- 72.5% view a dedicated Digital Ministry as long overdue.
- Karsten Wildberg named to lead the new German Digital Ministry.
- AI Pact described as the world's first global AI law.
- adesso SE survey: 45% expect progress this legislative period; 36% of executives/board members expect progress.
Connected Companies & Entities
5 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Grok Bot Searches X, Integrates Rival AI Models
SpaceXAI has enhanced its AI agent Grok Bot with the ability to continuously search and analyze the entire X platform. Users can now deploy the agent for 24/7 social listening, brand monitoring, and trend analysis, similar to Google's Information Agents. Grok Bot will also integrate other AI models from competitors, such as Claude Opus 5.5, Midjourney, and Suno, depending on the task. This move signals a shift towards multi-model AI agents and expands the capabilities of AI-driven social media analytics.
Instagram Edits App Now Supports Carousel Creation
Instagram's Edits app now allows creators to create Carousel posts directly within the app, according to an announcement by Instagram's Creators account via Instagram and Threads. The feature is available immediately for iOS users, with an Android version expected soon. In a broadcast channel, Instagram head Adam Mosseri confirmed that users can mix photos and videos on any slide, connect images across slides, and use the same stickers, text effects, and cutouts used in video editing. This functionality aims to streamline content creation and boost engagement, as Carousels remain a popular format on the platform. Additionally, the Edits AI Assistant, which provides video ideas based on account metrics, is currently available only in the US. Meta continues to enhance its creator tools to support social media marketing efforts.
Global ad market grows 11.9% in 2026; print, TV weak
According to Warc Media's forecast, the global advertising market is set to grow by 11.9% in 2026 to $1.34 trillion, following 10% growth in 2024 and 2025. Key growth drivers include investments in AI and major events like the Olympics and the FIFA World Cup. Social media will see the strongest growth at 21.3% to $394.6 billion, followed by VOD, retail media, search, and DOOH. Traditional media declines: TV down 1.8%, print down 0.9%, and radio down 3.0%. Alphabet, Amazon, and Meta will capture a combined 59.7% of global ad spend outside China. The growth is expected to normalize to 8.4% in 2027 and 7.9% in 2028. AI is reshaping targeting, creative, and campaign optimization, and creating new ad environments like generative search.
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