This year’s
Directions EMEA Conference in Vienna was a whirlwind of innovation, networking, and forward-looking discussions. Taking place at the beginning of November in Vienna, the event brought together about 3,200 visitors — mostly partners of Microsoft Dynamics 365, looking forward to exploring the latest trends in Microsoft Dynamics and beyond. As a
bronze partner of the conference, Pimics had the privilege of not just attending the conference but showcasing our solutions front and center.
Let’s take a moment to reflect on the highlights, trends, and takeaways that made this conference an event to remember.
Microsoft Agent: The Buzz of the Year
If
Copilot was the headliner of 2023,
Microsoft Agent stole the spotlight in 2024. Touted as a personal AI-powered assistant, the Agent promises to revolutionise workflows by automating routine tasks. During one demo, Microsoft showcased how the Agent can process an email, reply to it, and even create an order directly in an ERP system — completely without human intervention.
While the presentation was certainly impressive, we approach it with cautious optimism. After all,
Copilot was also unveiled as a "finished product" last year, yet many companies are still exploring its potential. The same challenges could apply here: especially companies that are hesitant to share sensitive business data may find it hard to leverage the full power of these new tools.
Our takeaway?
AI won’t fix messy data. Just as a PIM system needs structured product data to unlock its true value, Microsoft Agent will require clean, consistent information to perform effectively. It’s a reminder that before diving into AI, businesses must focus on their data foundations.
AI, Data, and Pimics: Building the Foundations
Our conclusion regarding data was only confirmed throughout the conference. The critical
role of data was a recurring theme! Whether it’s Copilot, Agent, or any other AI tool, success depends on the quality of the information fed into the system.
AI makes no difference; the equation is simple:
bad data in, bad results out. At Pimics, we’ve always believed that clean, structured data is an essential ingredient of automation. This philosophy aligns perfectly with our approach to Product Information Management (PIM). Whether you’re managing product catalogs or preparing for regulatory challenges like the
Digital Product Passport (DPP), Pimics ensures your data is always in order, empowering both people and AI to perform at their best.
Keynote Takeaways: AI and the Future
Microsoft’s
Dona Sarkar stole the show with her keynote on AI’s future. Her message was clear:
don’t fear AI; embrace it. Her energetic presentation emphasized how tools like Copilot and Agent are here to assist, not replace, and how businesses can leverage these tools to unlock new efficiencies.
Other sessions offered insights into AI’s practical applications, with three standout use cases demonstrating how AI can become more approachable, friendly, and effective. The creative idea of giving AI a “face” (like a cute squirrel mascot!) resonated with attendees, showcasing how personalization can make technology more relatable.
Thank You, Come Again
As a
bronze sponsor, Pimics’s booth at B37 was perfectly located to attract attention. We had fantastic conversations with new leads and partners, particularly during the evening networking events, where the atmosphere was relaxed and productive.
Because the conference wasn’t just about tech — it was about connections. From insightful sessions to late-night conversations at the Metastadt Community Party, we were leaving Vienna inspired and excited about what’s next. We’re already looking forward to the next Directions conference in Poznań, Poland, in 2025.
For now, we’ll be working on turning new connections into partnerships and continuing to refine our solutions. A big thank you to all who stopped by our booth, chatted with us, or joined us at one of the many fantastic networking events.
Here’s to another year of innovation, collaboration, and, of course, impeccable product data! We see Pimics carving a strong niche here, offering seamless integration with
Business Central and unparalleled flexibility for integrations with platforms like Shopify.