INTO PERSPECTIVE: OUR BIGGEST TAKEAWAYS FROM OMR 2026
Our 7 New Buzzwords Between Business and Gut Feeling Learnings from OMR 2026
All the “buzzwords” essentially revolve around the same topic: How do I still show up in and with AI – or how do I prevent becoming irrelevant? How do I stay visible, relevant and connectable in a world where AI is increasingly providing answers? Similar terms, same goal:
CITATION: Become “citable” – that is, become quotable for AI. We need to become findable, citable and clearly recognizable for AI systems. How can that be achieved? That was what “pretty much every” conversation seemed to revolve around.
CONTEXT INSTEAD OF CONTENT: This was already our credo before OMR 2026 – as a USP against the capabilities of AI. What’s interesting is why AI can simulate context but often doesn’t truly understand it yet. One possible answer: Because we ourselves still provide far too little context on the web – content that is better categorized, linked and structured. If we change that, we will become “citable.”
RELEVANCE INSTEAD OF REACH: This too has long been our pitch against pure AI capabilities: relevance is created through credibility, timeliness and clear structure. By the way: This isn’t actually a new requirement – it’s the core of good PR work. Additionally, we now need to “chunk and list”: translating content into small, easily usable bites – such as FAQs, lists, overviews or listicles.
ANSWER-READY: Brands need to become “answer-ready.” Content should be accurate, machine-readable and consistent across all sources. But isn’t that ultimately also relevance again – supplemented by categorization, i.e. context? Perhaps “answer-ready” is simply the next evolutionary stage of good, relevant communication.
FROM AI VIA AI AGENTS AND AGI TO SINGULARITY – NICHOLAS TURLEY, OPENAI: Nicholas Turley hinted that with its current developments, OpenAI is getting closer to the topic of AGI than many in the room may have been comfortable with. Wow. Artificial General Intelligence refers to a theoretical form of AI that can understand, learn and handle every intellectual task that a human can also perform. Unlike today’s AI systems, AGI would not be limited to individual tasks like playing chess, image recognition or text generation, but would have a flexible, human-like capacity for thought.
An AI agent is an autonomous software program that independently pursues goals, makes decisions and executes actions – rather than simply responding to requests like a chatbot. These agents use language models and external tools to take on complex, multi-step tasks, for example in customer service, research or process automation. From industry, they are now slowly making their way into the everyday lives of consumers. A market that allegedly amounted to around 7 billion US dollars in 2025 and could grow to 50 billion US dollars by 2030.
SINGULARITY: The hypothetical point in time at which technological growth through AI becomes so rapid and unstoppable that it far surpasses human intelligence and the future is no longer predictable is called singularity.
MORE UNCERTAINTY THAN THAT IS HARDLY POSSIBLE, RIGHT?
And yet: everyone had a surprisingly good time despite all of this. And somehow there was also hope in the air. Perhaps that was down to Heidi. Heidi Klum really impressed me. She threw Philipp Westermeyer off his game multiple times – in the most charming way.
I wish she would make even more use of her intelligence, wit and energy – together with her enormous reach – for her young audience. Precisely because she reaches so many young people, her blend of attitude, humor and humanity could be an enormous force. Perhaps it is exactly attitude, humor and humanity that will help us not only survive this ride on the cannonball, but actively shape it.
