A head full of new insights! Agentic AI, vibe coding, a new environment for building agents, and plenty of first-hand perspectives on the future of Business Central. But most of all, we felt the power of community — and returned home with a renewed drive to learn, innovate, and share knowledge alongside the ever-growing Business Central ecosystem, which gets stronger every single year.
Trust us — we know what we’re talking about! We’ve been regular attendees since 2017, when the conference took place in Madrid, and we haven’t missed a single year since. Once again, we spent three inspiring days filled with learning, collaboration, and forward-thinking discussions about where Business Central is heading next.
Imagine the Atmosphere!
If you work with Business Central, Directions EMEA is the one event you simply can’t miss. This year’s edition in Poznan was nothing short of spectacular — and just like previous years, we were proud to be there as a Bronze Sponsor. We had our own booth, giving us the privilege not only to attend the conference but also to showcase our PIM solution to the entire community.
Now, let the numbers speak for themselves: over 3,000 attendees from across Europe gathered under one roof for three days straight, taking part in a content-rich program featuring hundreds of sessions. With so much happening at once, there were more than a few tough choices about which session to attend next! Every corner of the conference buzzed with fresh ideas, innovation, and future possibilities. So, let’s dive into the biggest announcements, milestones, and insights we brought back home from Poznan.
Business Central just keeps growing!
Microsoft kicked things off with some impressive numbers and announcements, proving just how rapidly the platform continues to grow. Business Central has now surpassed 50,000 customers worldwide, and the news that it’s available in 242 countries truly blew our minds!
This is a clear sign that Microsoft Dynamics 365 Business Central has become an essential pillar of modern business transformation. And as Pimics — the only PIM solution built directly inside Microsoft Dynamics 365 Business Central — we couldn’t be more excited to be part of this journey!
AI agents were once again a hot topic this year — but this time, the focus went even deeper into how these agents can integrate directly with the Business Central platform.
The message from Microsoft was clear: AI is no longer an add-on — it’s becoming an integral part of the ERP itself.
That message was reinforced by the exciting announcement that two AI agents — the Sales Order Agent and the Payables Agent — will be available in Business Central by the end of November!
And the path to adoption couldn’t be simpler: Move your data to the cloud, enable the right functions in Business Central, and start using agents to supercharge your efficiency!
We mentioned that the program was packed, right? Well… there was even more!
Microsoft unveiled an extended Shopify connector to strengthen e-commerce integration, new sustainability frameworks for CBAM (Carbon Border Adjustment Mechanism) and EPR (Extended Producer Responsibility) compliance, enhanced Power BI reporting capabilities, and the long-awaited Quality Management module.
Oh — and let’s not forget the debut of the new Business Central logo, revealed in a fun video which made everyone smile!
AI and the Rise of the Agents
The second day was all about AI and big data — and how they’re transforming both internal business processes and the way Business Central partners operate. Beyond the impressive demos and efficiency improvements of AI agents, one message from a Microsoft leader truly resonated with us:
“AI won’t replace your people — but professionals who know how to use AI will.”
That quote fueled our motivation even more — reinforcing our commitment to invest in AI skills and making AI-focused learning one of our top priorities.
At Pimics, we already use AI features to make our clients’ lives easier in many ways — from generating marketing texts and translations, to creating structured data and attribute values, and even performing smart data imports from PDFs. And that’s just the beginning! We’ve also started a new side project: developing our own two AI agents focused on the intelligent transformation of product data and logistics! So exciting times for us ahead!
However, in this AI-driven world there is still much work ahead. From our perspective, we still see many significant pitfalls in AI implementation processes. Effective AI depends on structured data and well-designed workflows, yet many organizations attempt to implement AI without laying out its foundation first.
We’re not only referring to on-premise environments, missing data strategies, and limited data control but also to the lack of well-structured product data prepared specifically for AI use. We often encounter this problem, which is why we wrote about it in another blog article! Learn more about this topic at the following link: How to find out if your data is ready for AI and why you should care.
Our experience shows that high-quality data is essential for achieving good AI results. Moving to the cloud is also a key step, as many of the benefits that AI offers simply cannot be achieved in traditional local environments.
It’s All About the Community
The main sessions on the final day reminded everyone what Directions EMEA is truly about — people, collaboration, and diversity. From developers to consultants, and all the way to marketers, the sessions explored how AI is transforming every role. Speakers shared unique insights and experiences, leading to a dynamic discussion about how AI can be used effectively across different teams and responsibilities.
From a development perspective, the spotlight was on clarity and documentation — ensuring that AI-driven projects begin with precise, human-understandable goals.
One of the insights came also from the marketing side: search traffic is expected to drop by 25% by 2026, shifting the focus from traditional SEO to AI visibility. In other words, understanding and improving the quality of your data will become even more crucial to ensure your brand remains visible to the AI systems that recommend solutions.
And from a management perspective, the message was clear — it’s time to embrace AI responsibly and invest in upskilling teams to stay ahead.
And What Happens Beyond the Sessions?
Of course, no Directions EMEA would be complete without a little fun! Having our own booth gave us the perfect space to connect, laugh, and share ideas — and yes, our Pimics roulette wheel was a total hit (check out our photos)! Once again, congratulations to all the lucky winners!
But the best part of the whole experience? Meeting partners, reconnecting with familiar faces, and engaging in honest, insightful conversations about the future. The openness, expertise, and energy of this community are what makes Directions so special. A big thank you to everyone who stopped by our booth — whether it was to chat with us, explore our PIM solution, or simply spin the wheel.
Here’s to another year of innovation — and to see where the next chapter of Product Information Management will take us.
Let’s stay in touch and see you next year in Paris — au revoir!
