Experience in a live demo how TESSA DAM efficiently manages your digital content.
One message ran through every talk: Get into action
As varied as the stages, industries, and perspectives of the speakers were – one tone carried through almost every session: Act now, don't wait. AI development is currently moving at a pace that has made what seemed visionary just a few years ago feel like standard today. What is premium now will be mainstream in six months. Those who don't build momentum now risk falling behind – that was the uncomfortable but clear message both of them brought back from Berlin.
And behind that dynamic, the same driver kept coming up: AI – and with it, the question of why it fails or succeeds in practice. The answer echoed across talks: data quality. Structured product data, consolidated assets, integrated systems. Without that foundation, everything else stalls.
Sessions worth remembering
The content kicked off with the K5 Theses 2026 hosted by Stefan Wenzel – sharp, deliberately provocative, and discussed well into day two. Wenzel addressed Agentic Commerce in his characteristically direct way and appeared on stage multiple times, including a live special episode of his podcast "Zwei mit Schuss" with Ruppert Bodmeier.
Tobias Seemann, Chief Digital Officer at adidas, showed in his keynote what seamlessly connected commerce actually looks like when the FIFA World Cup 2026 becomes a real-world stress test. David Schröder, Co-CEO of Zalando, spoke about how AI and Agentic Commerce are rewriting the rules of retail. And Dr. Jan-Philipp Wintjes of HUGO BOSS made clear what capabilities brands need when marketplaces stop being an additional channel and become the primary growth platform.
Who was there – and who we talked to
Beyond the stage program, K5 is always a valuable opportunity to meet partners and customers in person. Over the two days, Patrick and Martin had conversations with InBetween, adesso, ATAMYA, netcare, Akeneo, Nexoma, and the Wein Wolf Group. Those kinds of conversations at the edges of a conference are often just as valuable as the sessions themselves: you find out what is on roadmaps, what topics customers are focused on, and where new points of connection might emerge.
And the topic that ran through almost every one of those conversations? AI – and the question of what data foundation it needs to actually work in practice. Not a new question for us. But rarely has it felt as timely as it does right now.
What accompanied us at K5 – and what comes next
Because that is precisely the foundation we kept talking about at K5: structured assets, clean data, direct integration into PIM and shop systems – AI not as a feature, but as a foundation. On July 1st, the new TESSA goes live. Not a classic update, but completely rethought from the ground up: the first AI-native DAM for e-commerce.
For anyone who wants to see it in action: on July 30, 2026 at 2 pm, we are hosting a free online live event where we will walk through TESSA and show the software live. Registration details to follow shortly.
Conclusion
Berlin delivered
K5 2026 was strong on content, the energy at the Estrel was high, and the conversations with partners and customers were genuinely valuable. The central message of the conference is simple but serious: the time for waiting is over. Those who start now – getting their product data, assets, and system landscape in order – are building a real advantage, whether the context is AI agents, marketplace requirements, or whatever comes next. We are curious to see what changes by the time K5 comes around again.
