The Data-Driven Marketing Association (DIMSZ) held a general assembly on 3 November 2026 at Magyar Posta’s Dunavirág Street office building, where it elected new officers and board members. Dénes Kovácsházy, CEO of MULTICOM Group, will serve as president of the association for the next two years.
All decisions at the assembly were adopted unanimously. The newly elected leadership is as follows:
- President: Dénes Kovácsházy (MULTICOM Group)
- Vice President: Anett Stéger (Magyar Posta/MPL)
- Board members: Áron Bay (Exact Match), Dr. Márton Domokos (CMS), Katalin Gál (HUNGEXPO), Zoltán Sipos (Kreatív Kontroll)
- Supervisory Board: Dr. Bálint Halász (chair, Bird & Bird), Viktor Bedi (Glix), Péter Hivatal
Priorities and strategic direction
After his election, Dénes Kovácsházy said the customer experience is decided at interaction points from marketing through purchase to customer service, and data-driven marketing plays a key role in that. He stressed that artificial intelligence opens new opportunities when it operates in balance with human expertise. Over the next two years, the DIMSZ plans to expand its service-provider membership while also involving brands and clients more actively. Kovácsházy signalled the association’s intent to be a reliable professional partner for new government and regulatory actors and to bring international knowledge to members through European and global professional networks.
Vice President Anett Stéger emphasised responsible AI use and data-driven operations as core workplace practices. She said trust depends on knowing an AI solution’s sources and frameworks and on ensuring human accountability for its outputs.
Recognition for the outgoing president
Under the leadership of outgoing president György Huszics, the DIMSZ focused on identifying and addressing sectoral blind spots, launching industry research, establishing benchmarks, sharing knowledge on domestic and international regulation, and organising events to support professional exchange. According to the association’s own measurements, the data-driven market grew by 9 percent in 2024 and reached HUF 68.9 billion.
As a mark of appreciation, György Huszics and former vice president Péter Hivatal were made honorary lifetime members. Huszics will continue to contribute to domestic and international sustainability projects, and Hivatal will remain involved as a member of the Supervisory Board.
Professional day: from 50–79-year-olds’ online habits to responsible AI
The assembly was followed by a professional programme focused on current issues in data-driven marketing, digital safety and artificial intelligence. Somogyi Endre, DIMSZ secretary general, opened the day with results from a joint DIMSZ–NMHH research project. The study, conducted on a sample of 800 respondents in 2024 and 2026, examined the online habits and experiences related to digital risks of internet users aged 50–79.
Key findings of the research:
- 99 percent of the surveyed age group use the internet daily.
- 42 percent occasionally or regularly use artificial intelligence.
- 79 percent feel safe online.
The study identified three user segments: 44 percent were "tech‑positive" frequent users, 39 percent were "cautious and conscious" users, and 16 percent fell into a "vulnerable" category—primarily using smartphones and lacking some of the skills needed to defend against online fraud.
Regulation, practical implementation and sustainability of AI
Dr. Márton Domokos, senior advisor at CMS, reviewed the current status of applying the EU AI Act. He noted that provisions banning certain AI practices—including workplace emotion recognition—are already in force, while transparency rules for AI‑generated or AI‑modified content must be applied from 2 August 2026. The regulation defines risk categories but leaves the development of corporate compliance frameworks to organisations. Domokos offered practical checklists and guidance for inventorying AI systems, assigning risk levels, reviewing supplier contracts and improving staff AI literacy.
In an afternoon workshop for Magyar Posta staff and DIMSZ members, Zoltán Sipos of Kreatív Kontroll presented current players and development paths for AI solutions. He discussed how a simple chatbot can evolve into an autonomous AI agent, highlighted risks associated with the technology and insisted on clear human accountability for AI decisions. He argued that rules which a regulated system can rewrite itself are not adequate rules.
Anett Stéger demonstrated an AI search pilot that operates only on preselected sources and records the origin of every answer to ensure traceability and accountability.
Sipos also outlined practical steps for deploying AI agents: start by reviewing existing processes, then ensure task instructions include context, reliable sources, clear metrics and defined governance. He demonstrated with two use cases—social media comment analysis and handling press enquiries—how AI agents can support daily work while leaving final decisions to humans.
Making AI more efficient and sustainable
In the closing presentation, György Huszics (Carbon.Crane) addressed efficient and sustainable AI use. He pointed out that an increasing share of computational resources now supports everyday model usage rather than model training, which means users play a significant role in the technology’s environmental impact. Huszics recommended effective prompting techniques and choosing smaller, task‑appropriate models to reduce costs and the environmental footprint.
Conclusion
The DIMSZ general assembly and professional day on 3 November emphasised that the adoption of data-driven marketing and artificial intelligence should be transparent, accountable and sustainable. Under the newly elected leadership, the association will prioritise membership expansion, engagement with brands and clients, and closer cooperation with professional and regulatory partners.
