Marketing and financial management have always spoken different languages and, as a result, have struggled to understand one another. It is only in the last three decades that research at the intersection of these two disciplines has helped to highlight the value and accountability of marketing within the company and to build an important bridge to finance and accounting research. What was crucial here was not only that management accounting learned to better capture marketing’s value contribution, but also that marketing itself accepted the need to demonstrate its success and value contribution, rather than relying on effects that are difficult to measure. However, this insight should not obscure the fact that in corporate practice, gaps between these two worlds continue to yawn—and artificial intelligence currently seems to be reinforcing these differences rather than bridging them.

This is because Agentic (AI) measurement in marketing brings with it new (twofold) agency problems: Autonomous AI systems make measurement and evaluation decisions largely on their own, thus becoming “agents” that are difficult to control and whose logic eludes management oversight. This makes it difficult to trust existing frameworks—and differing definitions, terminology, and KPIs further deepen the divides. So how can we ensure that both disciplines use common concepts and methods, speak a cohesive language, and reduce information asymmetries while simultaneously building trust between corporate functions?

This presentation combines cutting-edge research with proven approaches from consulting practice and shows how these challenges can be overcome together.

Alexander Eiting, Senior Consultant and Topic Lead for Marketing Measurement, Feld M Munich

Alexander Eiting heads the “Marketing Measurement” practice at FELD M and helps companies assess the effectiveness and efficiency of their marketing activities and allocate scarce resources. Beyond the often superficially technical and analytical questions, topics such as overarching strategy, the value orientation of marketing measurement, governance, and change management are becoming increasingly relevant in light of the disruptive impact of both causal and agentic AI. As an external doctoral candidate at the Technical University of Braunschweig, Alexander bridges the gap between research and practice, incorporating state-of-the-art scientific insights into client projects.

• AI is changing everything! Teams and executives have been hearing this for years. However, there are significant gaps between strategic goals and operational reality that are rarely openly acknowledged.
• In this presentation, we’ll take an honest look at the current state of affairs. Concrete examples from our consulting practice will show where AI initiatives in companies truly stand and what challenges they face.
• Using a tried-and-tested framework, we highlight different perspectives and offer concrete ideas on how to evaluate and manage AI initiatives in companies.

Dr. Julius Kayser, Senior Consultant, Data Strategy, Feld M GmbH, Munich

Dr. Julius Kayser is a Principal Consultant at FELD M and guides companies through the real-world challenges of digital transformation, with a focus on data, AI, and strategy. His work begins where technical possibilities meet organizational reality: He helps leadership teams understand data and AI not as ends in themselves, but as concrete sources of value. He developed the analytical foundation for this during his academic career: Julius earned his Ph.D. in theoretical physics, specializing in quantum computing and quantum information, at the Max Planck Institute and the Technical University of Dresden.

• How Structured Prompts Determine the Quality and Traceability of Forecasts and Planning Projections
• Why Simple Prompts in Controlling Often Lead to Methodologically Incorrect Results
• Specific prompt frameworks for variance analysis, forecasting, and KPI reporting
• Common sources of error in AI (e.g., hallucinations, inconsistencies) and how to mitigate them
• Best Practices for Integrating AI into Professional Controlling Processes

Endre Kamaras, Partner at FutureValue Group AG, Leinfelden-Echterdingen

Endre Kamaras, born in 1977, is an analyst and partner at FutureValue Group AG. He holds a degree in economics and heads software development at FutureValue Group AG. His research and professional focus lie in the areas of risk management, credit rating, and strategy development, as well as the further development of methods for risk aggregation and value-oriented corporate management.

• Why ERP and BI Are Structurally Designed for Historical Analysis—Not for Patterns
• Three erosion patterns that become visible before the closure—based on real data
• What AI-Based Early Detection Offers—and Why the Decision Remains with the Controller

Eva Brandenburg, Founder & CEO, VALENTO GmbH

• Business Administrator; 15+ years of hands-on B2B experience in procurement/supply chain, business design, PMO, and corporate transformation
• Founder & CEO of VALENTO GmbH – AI-native margin intelligence for B2B manufacturers and distributors in the SME sector
• Certified AI Consultant
• Procurement and Supply Chain Background: I understand cost pressures and the realities of decision-making from the inner workings of companies—and project decisions
• 5 Years of Digital Business Model Innovation and Innovation Processes — Combining Entrepreneurial Thinking with AI Applications
• Cross-functional experience working with Controlling, Sales, C-level executives, Strategy, and Procurement as an intrapreneur (13 years), PMO (2 years), and founder

• Why Decisions in the Movie Theater and Restaurant Industries Have Been Based on Intuition for Decades—and What That Costs
• How a Central AI Dashboard Integrates Sales, Capacity, Staffing, Maintenance, and Weather Data into a Decision-Making Process
• What Controllers and Executives Can Take Away for Their Own Practice from an Anonymized Industry Study Involving 12 Companies

Martina Kuhlmann, Let’s Rock AI – Martina Kuhlmann, Wedemark

Martina Kuhlmann is keynote speaker, AI strategist and entrepreneur. As the founder of Lets Rock AI she accompanies the company in the process of understanding, Artificial Intelligence not as a tool, but as a strategic with framework. Your focus is on AI-based on marketing, data-driven positioning and the question, why AI-Initiatives in the company fail – and what leadership has to do with it. She speaks on conferences for decision-makers, controllers, and entrepreneurs, including the Niedersächsische Unternehmerinnenkongress (2025 & 2026, Hanover) and the DigitalXchange Bergisches RheinLand 2026 (TH Köln, Campus Gummersbach). Her work connects strategic depth with practical relevance – most recently in an industry study with 12 movies and restaurants and other food service establishments for introducing predictive analytics and AI dashboards in the operational marketing.

• Live presentation directly on an AI agent platform
• Incorporation of structured metrics and unstructured document information
• Testing Typical Controlling Questions

Steffen Wittenauer, Executive Solution Specialist, IBM Switzerland

Steffen Wittenauer is recognized worldwide as one of the most renowned IBM experts in the field of business analytics, particularly for the IBM Planning Analytics (TM1) solution. As an Executive Consultant and Executive Solution Specialist, he develops complex, scalable global planning and reporting solutions for large enterprises and mid-market clients, some of which serve thousands of end users simultaneously.

In addition to his in-depth knowledge of traditional planning and reporting, he is currently driving the development of integrated business solutions, including AI-based analytics and sustainability planning.

• DATEV AI is not a trend, but a strategy
• AI only works if we use it
• Employees Are Driving the AI Transformation

Barbara Jäger, Controlling Specialist and Partner, AI Champion at DATEV

• Corporate Controlling – (since Feb. 2024)
• Business Partners: Finance – Feb. 2020 through Jan. 2024)
• Controller (specifically, Sales Controlling) – (August 2016 to January 2020)
• Organizer, PM in Marketing Control – (Dec. 2002 to July 2016)
• Software Analyst (in the field of Human Resources) – (April 1990 to Nov. 2002)
• Software Developer at Nixdorf Computer – (September 1986 to March 1990)
• Bachelor of Business Administration (FH) in Würzburg – (1982–1986)

• Structural Challenges in Product Lifecycle Costing
• Smart Cross-Functional Collaboration Through AI
• AI Agents as Sparring Partners in Scenario Management
• Quantifiable Improvements: The Synergy of Process Improvements and AI

Hannes Gruber, Co-Founder and Managing Director of valuemize AG, Zurich

Hannes Gruber is Co-Founder and Managing Director of valuemize AG, a Swiss startup that helps companies manage their margins starting as early as the product development phase through AI-powered product cost transparency. Before founding the company, he gained international experience in product cost engineering, most recently as a lead at Accelleron (formerly ABB). He earned his master’s degree in Industrial Engineering & Management from MCI Innsbruck.

• AI as a Driver of Business Process Transformation
• Challenges and Recommendations for Selecting and Implementing AI Applications
• Driver-Based Optimization of the AI Portfolio

Prof. Dr. Sven Henning, Professor of Controlling at Kempten University of Applied Sciences

Prof. Dr. Sven Henning has been a professor of Controlling and Cost and Performance Accounting at Kempten University of Applied Sciences since 2004. Among other things, he established a successful Controlling specialization there. In addition, as the long-serving dean of academic affairs, he plays a key role in shaping the development of the faculty’s business administration programs.

He bridges the gap between academia and practice, in part through his leadership of the ICV Work Group Lake Constance/Allgäu. His professional experience at PwC Management Consulting and IBM Business Consulting Services further enhances his profile.

From Insight to Impact — SENSE-making in the AI Age

• Why the Future of Controlling Isn’t Better Reporting—But Better Decisions
• When AI Provides the Answers: What Role Does Controlling Play as a Critical Function?
• The SENSE Model — Five Future Controlling Skills That Ensure Rational Decision-Making in the Age of AI

Prof. Dr. Andreas Seufert, Ludwigshafen University of Business and Society; Director of the Business Innovation Lab; Head of the ICV Expert Work Group

Prof. Dr. Andreas Seufert is a professor at the Ludwigshafen University of Business and Society, where he heads the Business Innovation Lab. He is the head of the ICV Expert Work Group on Controlling & Analytics and co-chair of the AI/Machine Learning Committee of the international FP&A Trends Group. His work focuses on the intersection of controlling, corporate management, and artificial intelligence—with an emphasis on how to ensure rational decision-making in the age of AI. Under the brand “Controlling AI Move,” he combines research, teaching, and practice into a competency model for the future of controlling (SENSE).

• Humans are emotional and unpredictable, yet they remain the most critical factor in any AI strategy.
• AI adoption spans a wide spectrum, from eager experimenters to cautious skeptics, making a human-centered approach essential.
• The 5Cs framework (competence, collaboration, communication, creativity, conscience) positions humans not merely as coexisting with AI, but as active collaborators and co-creators.

Tiankai Feng, Director, Data & AI Strategy bei Thoughtworks

Tiankai Feng is a Data & AI leader, musician, and optimist. As Director of Data & AI Strategy at Thoughtworks and author of “Humanizing AI Strategy”, he brings 13+ years of experience in analytics, governance, and transformation. Passionate about the human side of technology, he makes data and AI more approachable—and even fun—through music, memes, and fresh perspectives.

These models and agents are transforming professions, and management accounting is one of them. We examine the dynamics of AI in November 2026 and apply them to management accounting.

Laurent Burdin, Founder and CEO of Space and Lemon Innovations

Laurent Burdin is the founder and CEO of SPACE AND LEMON INNOVATIONS, a trend consultancy based in Berlin and Hamburg. He advises large companies on topics such as digital innovation, the startup ecosystem, new technologies, and artificial intelligence. He always keeps an eye on the opportunities these present and maintains an independent perspective.

The 6th CCS with three days of events is once again all about Artificial Intelligence in Controlling & Finance. After “Are you ready?” in 2024 and “The journey continues” in 2025, it’s 2026: “Level up”. The focus is on the next decisive development step – tapping the potential of AI in corporate management in a targeted manner. Artificial intelligence is already changing the way companies analyze, plan, decide and manage, making it a key success factor for controlling and finance.

CCS 2026 provides practical impetus, fresh perspectives and concrete approaches for all those who want to actively drive change.

The CCS has established itself as a modern event format with a clear thematic focus and innovative implementation. Participants experience specialist presentations, application examples and networking in interactive formats and a virtual environment that sets new standards.

The CCS impresses with its compact format, high content density and the active involvement of participants. With around 3.5 hours per day, digital stages in an inspiring environment and fluent changes between sessions, the Controlling Competence Spaces stand for contemporary and flexible access to knowledge.

The Metaverse makes this experience special: it combines content, exchange and orientation in an interactive space and thus opens up a new, intuitive form of participation – individually and according to one’s own interests.

Join us in November when we set off on this three-day journey together with enthusiastic speakers and participants. The aim is to return to everyday life with fresh perspectives, valuable experiences and a deeper understanding of AI in controlling – and to further expand your own controlling network at the same time. You will enter 2027 with fresh ideas, valuable impulses and a strong network at your side.

The Metaverse is like a mountain hut – we’re on first-name terms here. That’s how we keep it and we look forward to meeting you (again) in November 2025 in a relaxed atmosphere in the icvIspaces, probably & hopefully virtually shoulder to shoulder and in wonderfully individual outfits. Show who you are!

The CCS is ideal for specialists and managers who want to find out about current topics in controlling, finance, risk management, sustainability and IT. It is aimed at CFOs, employees at all levels of experience as well as data analysts, data scientists, risk managers and IT coordinators. The focus is on practical insights with a focus on the use of artificial intelligence in controlling. The CCS offers the opportunity to experience the innovative virtual format of icvIspaces for digital exchange.

The only requirement is a working internet connection. No special technical requirements are necessary, not even VR glasses. However, we recommend testing in advance whether your company software allows access, as there may be restrictions. A test link will be sent out for this purpose.

No, previous knowledge is not required. On Monday, November 9, 2026, there will be training sessions where you will receive all the important information.

No, you can also register for just one day. Select the day or days of your choice when you register.

No, membership of the ICV is not a prerequisite. However, ICV members benefit from price advantages and other exclusive benefits. You can find more information here.

Cancellation free of charge is possible up to four weeks before the start of the conference. Thereafter, 50% of the participation fee must be paid. In case of no-show, the full fee is due for payment. However, you can also name a substitute participant at any time.

No, the event will not be recorded. Participants will receive the presentations released by the speakers after the event. However, if you would like to experience the content of all up to 5 parallel sessions live, we recommend that you do so: In keeping with the motto “One to Four”, simply bring your colleagues along and discuss what you have heard and seen afterwards. By the way: If your company has a corporate membership with the ICV, up to 5 employees can benefit from special prices for attending our events. More about corporate membership here

We will provide you here in good time before CCS 2026 with the contact details of competent contact persons who can support you if required.

If you have any organizational questions, please contact Carmen Zillmer, +49 (0)8153 88974-20, e-mail c.zillmer@icv-controlling.com