Expert Voices: TechDivision on What the Future of Enterprise-Ready Agentic Marketing Looks Like
Part 6, and the final part, of our partner series ahead of DMEXCO 2026.
Read part 3 with schöne neue kinder here.
Read part 4 with RYZE Digital here.
Read part 5 with adesso here.
This September, Ibexa is heading to DMEXCO in Cologne, and we're bringing our partner network with us. This year, we're especially looking forward to the conversations around agentic marketing: how AI agents are starting to work directly within the marketing stack, and what that means for the teams running it.
To get a feel for how that shift looks from the front line, we asked our partners for their take. From building the foundation to thinking about the future of agentic marketing, this interview series takes us every step of the way.
In the sixth and final part of this series, we spoke to Nikolaus Merz at TechDivision about whether companies are actually ready for what agentic requires: the one test that reveals if your data is usable or chaotic, why treating CMS, PIM, and commerce as separate projects backfires, and what they'd rather talk about at DMEXCO than a sales pitch.
Here's what they told us.
What first steps should companies take today to prepare for Agentic?
"Before anyone talks about agents, they should honestly assess the state of their own product and content data. The test that's worked well for us: if you pointed an AI at your customer data today, would the results be usable or chaotic? For most of the mid-sized companies we work with, the answer is 'chaotic': product data sits in three systems in parallel, and the CRM and ERP aren't even connected. So the first step isn't an agent tool. It's a data readiness check."
What mistakes most often delay digitalisation projects?
"The most common mistake is treating CMS, PIM, and commerce as separate projects that somehow get connected later. In practice, that means three vendors, three timelines, and an integration effort at the end that's bigger than any of the individual projects. Companies that think about integration from day one, instead of pushing it to the end, avoid most of the delays that follow."
What do companies expect from their digital platform today that barely existed a few years ago?
"A few years ago, companies bought a platform as 'the one big system.' Today, customers expect CMS, PIM, ERP, and commerce to be orchestrated together instead of running in silos. That's exactly why we work with Ibexa and its natively integrated PIM, Quable, rather than building additional integration layers. On top of that, there's the expectation of serving multiple brands and countries from one data foundation. That changes how we set up projects: less 'one system for everything', more clean orchestration of many systems."
How do customers benefit from working with an experienced Ibexa partner?
"With us, customers don't just get the CMS implementation. They get the integration into the entire system landscape from a single source: ERP connectivity (SAP, for example), PIM with Quable, and eCommerce in particular. In the upper mid-market, companies rarely need 'just a CMS'. They need a system landscape that actually works together. An experienced Ibexa partner with that depth of integration stops customers ending up having to coordinate three vendors who each point the finger at someone else."
What topic do you think will spark the most interesting discussions at DMEXCO?
"We expect a lot of conversations to circle around how serious 'agentic' actually is at each individual vendor: Ibexa's own launch of the Agentic Marketing Platform will drive a lot of that discussion. For us, the more interesting conversation happens a level deeper: not whether agentic is coming, but whether companies' data and systems can actually support it."
What would you like to tell visitors who meet you at DMEXCO?
"Don't come to us with 'what can you build for us'. Come with 'where is our data architecture struggling right now'. At the booth, we're deliberately skipping the sales pitch in favour of short architecture reviews: 20 to 30 minutes where we look at how CMS, PIM, and commerce play together in your setup, and whether you're actually ready for next steps like agentic."
