Meet CELUM at DMEXCO 2026
DMEXCO 2026: Turning AI experiments into real business value
23 & 24 September 2026
Koelnmmesse, Cologne, Germany
On 23 and 24 September 2026, Cologne will once again become the meeting place for digital marketing, commerce, media and tech. Under the motto “Scaling Intelligence”, DMEXCO 2026 puts one of today’s most pressing business questions centre stage:
How can AI move beyond experimentation and become a real driver of everyday business success?
For marketing, brand and content teams, this means AI can no longer remain a series of isolated trials. It needs to be embedded meaningfully into processes, systems and responsibilities. Only when data, content, workflows and approvals work together reliably can artificial intelligence deliver measurable impact.
This is exactly what we will be exploring at DMEXCO. CELUM will show why successful AI readiness starts with the content supply chain, and how companies can organise their content, metadata, rights and approval processes so that AI can be used safely, at scale and in line with brand standards.
EU AI ACT - THe €15 Million ThreaT
Corporate Lecture | 23 September 2029 | 2:55 pm CEST | Tech Stage
Why human-in-the-loop approvals and an AI Content System of Record are becoming business-critical for brands
The EU AI Act is increasing the pressure on brands to manage AI-generated and AI-assisted content in a controlled, traceable and legally compliant way.
In his talk, Michael Kräftner explains why organisations need to put human-in-the-loop approvals and an AI Content System of Record in place now to scale content governance, rights control and brand consistency with confidence.
Looking at the key requirements of modern content supply chains, the session shows how structured workflows, metadata and transparent approval processes can become the foundation for the safe use of AI in marketing.
Why you should attend this talk
From 2 August 2026, key requirements of the EU AI Act will apply, including transparency obligations for certain AI systems and AI-generated content. For brands, this makes it essential not only to use AI productively, but to manage it in a way that is traceable and controlled: Which content was created or edited with AI? Who reviewed it? Which rights apply? And how is it documented that approvals, brand standards and compliance requirements have been met?
The talk shows why these questions are now becoming an operational priority for marketing, brand and content teams.
Michael J. Kräftner
Michael J. Kräftner is the founder and CEO of CELUM, one of the world’s leading providers of content supply chain management and digital asset management, headquartered in Linz and Vienna. He founded one of Austria’s first internet agencies while still at university. Today, he is recognised as an expert in digital product experiences, new work and innovative SaaS business models, and is an active investor in Austria’s start-up ecosystem.
Meet CELUM
CELUM Meeting Space E011a in Hall 6.1
DMEXCO is the ideal place to exchange ideas on digital marketing, commerce, tech and media innovation.
CELUM will be there too, with a clear focus on what it takes to make AI work safely and at scale in marketing.
Our lecture shows why structured content processes are becoming the foundation for responsible, scalable AI use. At the CELUM stand, you can continue the conversation and explore what this means for your organisation. Meet our team on site and discover how well-structured metadata, transparent workflows and an AI Content System of Record can help you use AI with confidence, without compromising speed, brand quality or control.
Take the opportunity to speak with us in person, gain practical insights and explore real-world use cases.
Simply click “Book a meeting” next to the person you would like to meet and choose the time that works best for you.
Michael J. Kräftner
Michael is the founder and CEO of CELUM. Since establishing the company in 2004, he has grown CELUM into a leading European SaaS provider for content supply chain management and digital asset management. With his expertise in digital product experiences, the future of work and SaaS business models, he understands what it takes to turn content into a true business driver.
Speak with Michael about agentic AI, digital commerce or the future of content-driven brand experiences, and gain a CEO’s perspective on where content, technology and business value are heading.
Alexandra Vetrovsky-Brychta
Alexandra Vetrovsky-Brychta, Chief Growth Officer at CELUM, drives the company’s expansion and growth. With her expertise in SaaS, go-to-market strategies, and data-driven scaling, she knows exactly what makes modern digital marketing succeed.
Seize the opportunity to exchange ideas with Alexandra on trends, fresh growth opportunities, or how to elevate your content processes to the next level. An inspiring conversation is guaranteed!
Register for the Conference
DMEXCO is organised by Koelnmesse GmbH. Registration is therefore only possible via the official conference website. Please find all information about the conference schedule and program as well as the costs for the participation there as well.
