Finom Conference 2026: Key Business Trends for 2027
The Finom Conference 2026 in Berlin brought together entrepreneurs, business leaders and industry experts to discuss the trends shaping the future of business. The key topics included artificial intelligence, digital transformation, marketing strategies, automation and financial planning.
Here are some of the most interesting insights from the conference.
1. AI Is Becoming the New Business Standard
According to Bitkom, 57% of German companies with at least 20 employees are already using artificial intelligence, almost three times as many as two years ago. AI is increasingly being integrated into everyday business operations, from financial reporting and document processing to recruitment, customer support and strategic analysis.
The key question for businesses is no longer whether to adopt AI, but how to integrate it effectively into their operations.
2. Automate Processes, Not Relationships
One of the strongest messages from the conference was simple: “Automate the routine, not the relationship.”
AI agents are expected to take over an increasing number of administrative and repetitive tasks. This will allow business leaders and employees to focus on strategic decisions, creativity and building meaningful relationships. In executive search and HR advisory, this distinction is particularly important. Technology can accelerate research, candidate identification and data analysis, but trust, professional judgement and personal connections remain essential.
3. Personal Branding and Trust Will Define Marketing in 2027
During their presentation on Google’s 2027 marketing trends, Google growth experts Nils Puhlmann and Jonnie Mayer highlighted three important principles:
- Show your face, not just your logo. People connect with people. Personal expertise, authentic communication and video content are becoming increasingly valuable.
- Show proof, not promises. Businesses need to demonstrate their expertise through measurable results, real cases and credible evidence.
- Automate everything except yourself. Technology should support communication, not replace genuine human interaction.
As AI-generated content becomes more widespread, authenticity and credibility will become increasingly important competitive advantages.
4. Google Search Is Evolving with AI
The growing integration of generative AI into Google Search is changing how businesses approach online visibility. Companies need to focus on original, high-quality content, clear website structures and information that is accessible to both users and AI-powered search systems. The emphasis remains on providing genuine value rather than simply producing more content.
Key Takeaway
Technology is becoming accessible to almost every business. The real competitive advantage will come from how effectively companies use it.
AI can improve efficiency, reduce administrative work and support better decision-making. Yet professional expertise, strategic thinking, trust and human relationships remain difficult to replace.
For PRO-GlobalSearch, these developments reinforce our approach to executive search and HR advisory: combining modern technology and data-driven research with personal engagement, industry expertise and a deep understanding of our clients’ needs.
The future of business is not about choosing between technology and people. It is about bringing the two together.