Recently I spent a few inspiring days at the Next Conference in Hamburg. For someone who loves technology, marketing and storytelling, it felt like stepping into the future while having deep, honest conversations about the present. The event blends hands-on demos with thought-provoking talks, and it gave me a notebook full of reflections. In this article I’m distilling those ideas into actionable insights for entrepreneurs and teams. You’ll read about why Europe’s digital sovereignty isn’t just a buzzword, how purpose-driven brands are winning hearts, why AI needs us as much as we need it, and how immersive experiences are reshaping customer expectations. I brought home more than postcards; I brought back a renewed sense of direction and I’m excited to share it with you.
Tying the king’s hands: why digital sovereignty matters
At the conference, digital rights activist and writer Maria Farrell delivered one of the most stirring talks I’ve ever heard. She described the moment when U.S. tech CEOs pledged allegiance to an unpredictable president and how, from her view, it signaled a shift in power that jeopardised communities who already feel marginalised. For Farrell, digital sovereignty is not just about controlling technology; it is about protecting people, culture and democracy. She told a story of a seventeenth century king who repeatedly borrowed money and refused to repay his lenders until those lenders found a way to tie his hands. Once he was restrained, everybody prospered. Farrell used this allegory to illustrate why Europe needs to set clear rules for global tech giants. Her challenge to us was simple and profound: if we want technology to work for us, we must design systems and institutions that prevent abuse and encourage accountability. That includes choosing tools that respect our laws and values and supporting a truly European tech ecosystem.
Those ideas are backed up by research. According to the Linux Foundation’s 2025 report on the state of open source in Europe, open source is no longer just a technical enabler. It has become a strategic lever for the continent. The report notes that Europe’s reliance on foreign technology and supply chain disruptions has made digital sovereignty a top concern. In response, the EU has anchored digital sovereignty in legislation such as the AI Act and the Cyber Resilience Act, which embed ethical and social values into regulation. That means open source infrastructure and clear standards are now seen as necessary for Europe to chart its own digital future. The study also highlights that only 34% of European organizations have a formal open source strategy, which leaves many companies dependent on external vendors. For mid-sized businesses, this is both a risk and an opportunity.
So what does digital sovereignty mean for your business? It starts with awareness and agency. You don’t need to be a policy wonk to assess your own dependencies. Conduct a simple audit: which services, software and cloud platforms do you use, and where are they hosted? Are there open-source alternatives that would give you more control or better alignment with European data protection laws? Supporting open source projects isn’t just about altruism; it’s about investing in infrastructure you rely on. In our own company we’ve started contributing to tools we use, and it’s remarkable how that deepens both trust and knowledge. Talk to your vendors about local hosting and data residency. Consider decentralised options like community-run networks, which organisations such as Freifunk are championing. And most importantly, educate your team and clients about why these choices matter. When we choose sovereign tools, we are tying our own hands in the best possible way: we commit to accountability, transparency and resilience.
- Audit your tech stack: list your critical software and note where data is stored, then explore open-source or EU-hosted alternatives.
- Participate in or donate to open source projects that underpin your business; contribution fosters both innovation and independence.
- Negotiate contracts that respect EU laws and values; ask providers about data residency, encryption and compliance with the AI Act and Cyber Resilience Act.
- Educate your customers about the value of digital sovereignty; share your efforts to build sustainable and transparent digital infrastructure.
Purpose-driven brands: your mission is your compass
A recurring theme at the conference was the power of purpose. On stage, marketing leaders debated whether brands should take a stand on social and political issues. The consensus? Your mission must be your compass. In one session, a global marketing executive explained that before a company speaks out it should ask if the topic connects to its mission. It isn’t credible, for instance, for a clothing company to suddenly comment on foreign policy without any link to its values or audience. Instead, she argued that brands need criteria they revisit every time a sensitive issue arises. These conversations reminded me that, as business owners, we have a responsibility to align our messaging with our purpose, not chase the news cycle.
This isn’t just opinion. Research shows that consumers are actively choosing brands that stand for something. A feature in Campaign Middle East on marketing trends for 2025 reports that the brands set to thrive this year are those that integrate social responsibility, sustainability and innovation into their strategies. The article highlights that consumers are no longer making purchasing decisions based solely on price or convenience; they prefer brands that reflect their values, contribute to society and act authentically. A survey cited in the piece found that 74% of global consumers favour brands that advocate gender equality and promote women in leadership roles. Another study mentioned in the same article found that 78% of consumers feel a deeper connection to brands that communicate their mission and values authentically. These statistics underline that purpose isn’t a nice-to-have; it’s a driver of loyalty and growth.
How does this translate into everyday marketing? It starts with clarity. Write down your mission in language that resonates with your team and your customers. Let that mission guide the topics you choose to engage with and the way you show up across channels. Consistency is critical; your purpose should be evident in your product development, your hiring practices, your partnerships and your storytelling. Purpose-driven marketing doesn’t mean preaching; it means demonstrating your values through action. When a business invests in sustainability or diversity, it’s not just ticking a box; it’s building trust. That trust, in turn, grants you the permission to speak up when an issue truly intersects with your mission.
- Define or refine your mission statement; ensure it reflects why your company exists beyond making money.
- Use the mission as a filter for decisions about partnerships, campaigns and public statements.
- Communicate your values consistently through stories, case studies and behind-the-scenes content.
- Measure impact; track how purpose-driven initiatives influence customer engagement and loyalty.
AI and human creativity: partnership, not replacement
Another highlight of the conference was a candid discussion about generative AI and creativity. The moderator asked whether AI will replace human creatives, and the answer was refreshing. The speaker, an executive from a global agency, stressed that AI automates tasks; it doesn’t automate imagination, empathy or courage. She reminded us that great work is surprising and deeply human. AI can help us draft, iterate and accelerate, but it still needs our vision to be exceptional. Her team uses AI to generate first drafts of copy or visuals, then spends their time refining the tone, story and emotional resonance. This approach lets them deliver consistent quality while reserving human energy for the unique touches that differentiate a brand.
Academic research supports this balanced view. A Tulane University study published in 2025 found that generative AI tools, such as ChatGPT, can enhance employees’ creativity — but only for those who use metacognitive strategies. In a field experiment, employees who had access to AI produced more novel and practical ideas than those who did not, but the benefit was restricted to participants who actively analysed their tasks, monitored their thought processes and adjusted their approach. The lead author, Shuhua Sun, concluded that AI boosts creativity only when users think critically about their work and use the tools intentionally. Simply rolling out AI tools without training and reflection doesn’t deliver the same benefits. This finding is a reminder that technology amplifies the skills and habits we bring to it.
If you want to integrate AI into your creative workflow, start by identifying tasks that are time-consuming but not intellectually challenging. Drafting social posts, generating basic design layouts or brainstorming keywords are all tasks AI can handle. Use the extra time you reclaim to deepen your understanding of your audience and refine your story. Encourage your team to adopt metacognitive habits: planning, reflecting and learning from feedback. Provide training on responsible AI use, including ethical considerations and data protection. Remember that AI is a tool. Its power lies in how well you direct it, not in the tool itself.
- Use AI for drafting and ideation, then apply human judgment to refine tone, authenticity and narrative.
- Encourage metacognitive practices: teach your team to plan tasks, monitor their thinking and adjust strategies when using AI.
- Invest in training that covers both technical skills and ethical considerations of generative AI.
- Keep your creative voice distinct; rely on AI to democratise “good” but use human insight to achieve “great.”
Immersion and multi‑sensory experiences: when art meets tech
One of my personal highlights was stepping into an installation created by the Japanese art collective teamLab. Picture huge rooms where light, sound, scent and interactivity blend into something that feels both digital and deeply human. There are no explanations or prerequisites; you walk in and your senses do the rest. teamLab’s philosophy is that art should be experienced rather than simply viewed. The installation reminded me that, as businesses, we need to think beyond screens and consider how our products and stories feel in the real world. Immersion isn’t just a buzzword; it’s a way of connecting people to ideas and to each other. You don’t need six thousand square metres and a million LEDs to create immersive experiences, but you do need to design with curiosity and empathy.
The appeal of immersive experiences isn’t limited to art. According to the Campaign Middle East feature mentioned earlier, a study by Limelight Platform found that 85% of consumers are more likely to purchase from brands after participating in interactive experiences. The same article noted that 78% of consumers feel a deeper connection to brands that communicate their mission and values through authentic storytelling. These findings echo what I felt in teamLab’s installation: when people can engage multiple senses and co-create an experience, the relationship changes. Immersive marketing can be a product demo that lets customers touch and try before buying, a workshop that uses scent and music to tell the story of a product, or even a virtual reality tour of a factory or farm. The tools are diverse, but the principle is the same: make the audience an active participant.
For mid-sized companies, creating immersive experiences doesn’t have to mean huge budgets. Start with your space. Could you host a pop-up event where customers can test products and meet your team? Could you design an unboxing experience that delights all five senses? Could your packaging include a QR code that leads to an augmented reality story? At events, prioritise multi-sensory touches: soundscapes, tactile displays, local food or fragrance. Online, consider interactive tools like quizzes, personalised videos or digital twins. Always tie these experiences back to your mission and your audience’s needs.
- Host small-scale events or workshops where customers can engage with your products in person; incorporate scent, sound or touch to deepen the experience.
- Use augmented or virtual reality to offer immersive product tours or behind-the-scenes looks that would otherwise be inaccessible.
- Design packaging and unboxing moments that tell a story and appeal to multiple senses.
- Create interactive digital content (quizzes, personalised videos, interactive maps) that invites users to participate rather than just consume.
Putting it all together: your next steps
Attending the Next Conference reminded me how interconnected these themes are. Digital sovereignty, mission, AI and immersion are not separate trends; they are facets of a bigger shift toward more conscious, participatory and resilient business practices. By choosing open tools and participating in open ecosystems, you strengthen your ability to adapt and innovate. By defining and living your purpose, you attract customers and partners who share your values. By using AI thoughtfully, you amplify your creativity without sacrificing integrity. And by designing experiences that engage the senses, you create memories that outlast a scroll. As entrepreneurs and marketers, we get to shape how these forces play out in our industries.
So where should you begin? Choose one area that resonates most with your current challenges. Maybe you need to untangle your tech stack and explore open-source alternatives. Maybe it’s time to rewrite your mission statement and align your marketing with it. Perhaps you’re curious about using generative AI to speed up content creation but haven’t set guidelines. Or maybe you’re eager to make your products and services more tangible through events or interactive demos. Pick one, take a small step and celebrate your progress. Over time, these choices compound. They also send a message: that you care about the future you’re building and the people you’re building it for.
- Start a digital sovereignty audit; identify at least one tool to replace with an open or EU-hosted option.
- Schedule a team session to revisit your mission and check that your actions align with it.
- Implement a pilot AI project focused on a specific task, paired with training on metacognitive strategies.
- Plan an immersive customer experience, whether it’s an event, a digital experience or a sensory unboxing.
The Next Conference in Hamburg left me hopeful. Yes, there are challenges: regulatory uncertainty, complex technology and evolving consumer expectations. But there is also a vibrant community of thinkers and builders who believe in a more human-centric future. We may not be able to control everything, but we can tie our own hands in the ways that matter: by committing to openness, purpose, creativity and connection. If you’re ready to explore these themes further, I would love to hear from you. Let’s keep this conversation going and build businesses that feel as good as they perform.
