Waves 2025 – Key Insights from Make.com’s Event in Germany

Here’s what I learned at Waves 2025, and it’s a reality check for anyone involved in AI and automation.

🚨 AI needs automation more than automation needs AI. 🚨

At first glance, AI seems like the future of everything, but without automation, AI is just a shiny prototype. Companies are realizing that AI, on its own, won’t solve their problems. It’s the integration of automation that actually makes AI work. Think about it—without automation, AI would just be an idea without execution.

📊 AI hype is loud, but real value comes from execution

MIT reports that 95% of generative AI experiments fail, and Gartner predicts that by 2027, 40% of AI agent projects will be canceled. This shows us something crucial: the world doesn’t need more hype; it needs real, tangible value. AI isn’t the answer by itself—it needs structure, clear data, and, most importantly, a purpose to be effective.

🔄 Humans + Machines = The Future

We’re in an era where machines can take care of the repetitive stuff, keeping systems synchronized and moving smoothly. But humans are the ones who provide creativity, strategic thinking, and the ability to solve complex problems—things that AI can’t replicate. The best outcomes happen when humans and machines work together, not when one tries to replace the other.

🚨 What’s our next move after this visit?

We’re doubling down on AI Auditing, focusing our efforts on niche sectors like Finance, HR, and E-commerce automation. These industries are primed for transformative change, and we’re here to make sure AI delivers real, measurable results, not just flashy demos.

What are your thoughts? Are you seeing the same trends in your industry?

P.S. You can see our company MSquare highlighted and photo with SEB, the Head of Applied AI at Make

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