Jan 29, 2026

EDGE AI Marketing & Industry WG

Invited Pete Bernard Christianne Ramos Rosina Haberl Sue Kim Pong Trairatvorakul Mike Stauffer Yunjung Hwang Lynda Greenberg Ed Doran Thomas Zimmermann Nick.DeRosa@microchip.com Clare@imagimob.com Erika Acosta EAIF Team Calendar Tamas Daranyi Davis Sawyer Zorotovich, Mariya Kitamura, Yu Lia Lobello Sumeet Kumar Eric Smiley Barbara LISEI Georgia HARRIS | 5Values Katie WHITE | 5V Media Snigdha Prakash Scott Smyser Jen Bernier Nikhil Goel Priyanka.Naik@infineon.com Jame Ervin Frida Dygd Horwath Brian Smith raashid.ansari@silabs.com shahnawaz@embedl.com

Attachments EDGE AI Marketing & Industry WG 

Summary

Refocusing Efforts and Content Strategy
The group decided to refocus the working group’s efforts on the top priorities and leverage the recently launched CES white paper by converting it into diverse media formats like podcasts and social quotes for broader outreach.

Lead Generation and Content Diversification
The lead generation strategy focuses on collecting buyer information via the new solutions landing page, which will be promoted using a reactivated Google Ads grant. There was a strong emphasis on diversifying content through blogs for SEO and relaunching the Labs page to connect technical resources with market solutions.

Industry Deep Dives and Customer Insights
The primary focus shifted to gathering customer insights, proposing the formation of a private customer council and running public surveys to identify key applications and industry needs. This intelligence will inform the creation of new industry-specific deep dives and content for key verticals like medtech and retail, strongly supported by PR efforts.

Details

Decisions

Rate these decisions: Helpful or Not Helpful

NEEDS FURTHER DISCUSSION

Convert White Paper to Other Mediums

White paper content should be converted into other mediums like podcasts, videos, or short social media quotes; Need to decide which medium is best to reach wider audience.

Establish Customer Council For Insights

Explore idea of creating customer councils to bring voice of the customer and industry insights to the community; Council members could offer insights in exchange for free consulting from the foundation.

ALIGNED

Refresh Core Group Membership List

Core group size refresh is needed; Eight to ten active members are sufficient for the core group.

Refocus Working Group Efforts

Working group must refocus efforts on top couple of priority items; Focus on the mission and goals for the working group.

Address Technical And Business Content

Focus should be placed on both technical and business aspects of Edge AI content; Relaunch the labs page and cross-pollinate links between the business-oriented solutions page and the dev-oriented IGI labs page.

Partners Drive Traffic To Solutions Page

Partner companies should drive traffic to the Edge AI Foundation solutions page; Rosina will add this activity to the partner point structure tracking.

Develop Industry Specific Content Deep Dives

Next content focus must be on industry-specific deep dives; This strategy will generate gold for PR and media outreach by providing specific applications, best practices, or case studies.

Assign Vertical Champions To Working Group

Identify internal champions within the marketing industry working group for specific industry verticals; Champions will help gather information, create content, and steward content creation for their assigned vertical.

More details:

• Attendee Check-in and List Refresh The meeting began with a check-in among Rosina Haberl, Lia Lobello, Pete Bernard, Eric Smiley, and Sumeet Kumar, noting the absence of Sarah and Davis. Eric Smiley suggested that the group re-evaluate the participant list, which Pete Bernard agreed to do, noting that they should aim for a core group of eight to ten active individuals and that new partners were joining.
• Refocusing Working Group Efforts and Content Strategy Eric Smiley suggested refocusing the working group’s efforts on the top couple of items, potentially integrating marketing and industry efforts. They discussed leveraging the recently launched white paper from CES by converting its content into various mediums such as podcasts, videos, and short social media quotes to reach a wider audience. Pete Bernard supported this direction, highlighting that they have been running the white paper in conjunction with a new “solutions.foundation.org” landing page aimed at Fortune 500 buyers.
• Lead Generation and Google Ads Strategy Pete Bernard outlined the lead generation strategy, which involves collecting buyer information through the solutions landing page to distribute to the community. They mentioned plans to run Google ads against the solutions site using a monthly grant from Google, which Lynda Greenberg will manage, noting the current process of reactivating the grant after it was flagged for promoting San Diego ticket sales. Pete Bernard also noted that Lynda Greenberg has been using the white paper for PR to align media with their story.
• Content Diversification and Labs Page Relaunch Pete Bernard mentioned running the white paper through Notebook LM to create a 20-minute podcast version and emphasized the need to continually push the content for relevance over the next six months. Eric Smiley and Lynda Greenberg suggested turning the content into blogs for SEO improvement. Eric Smiley also proposed focusing on the technical side by relaunching the Labs page, which should link to the solutions landing page as a home for content related to building solutions.
• Visual Representation of Solutions and Educational Resources Eric Smiley suggested adding a graphical representation of the ecosystem components to the solutions page, linking market solutions to the enabling components provided by members. Pete Bernard confirmed that the site also features an intro video of the AI avatar Annie from the Edge AI fundamentals module, which is available in multiple languages and serves as an educational tool for business decision-makers. Pete Bernard concluded that the solutions page serves as a “playground” to attract customers and users with business problems.
• Partner Engagement and Conversion Metrics Pete Bernard stressed that partner companies should drive traffic to the solutions page to benefit the community. Eric Smiley suggested integrating this traffic generation into the partner point structure and using Google Analytics to track partner contributions and conversion to better understand the best use of time across different mediums. Lynda Greenberg recommended chunking up the solutions page content into smaller snippets focused on areas like manufacturing and mobility to drive targeted traffic.
• Bringing the Voice of the Customer and Industry Specific Deep Dives Rosina Haberl reminded the group about the importance of identifying key applications and bringing in the voice of the customer from the industry perspective, noting previous difficulties with blueprints that “fizzled out”. Pete Bernard suggested that the challenge of getting customers to discuss deployments might be easier for companies higher up the technology stack with design wins and proposed creating a customer council for key industries, like retail or quick-serve restaurants, to gather insights without requiring public deployment discussions. Sumeet Kumar agreed that the confidentiality surrounding pre-release and deployed solutions remains a problem, suggesting that the foundation should instead commission white papers on industry impact, similar to the Risk V foundation, to provide a visual reference for customers.
• Customer Council and Survey Ideas Pete Bernard proposed that the customer council, structured to offer free consulting in exchange for industry insights, could be a way to bring in the voice of the customer, especially if done privately. Eric Smiley added the idea of running public, single-question surveys on social media to gather free information about potential end customers’ needs in specific markets. Both Pete Bernard and Sumeet Kumar agreed that the next step for content is to develop more industry-specific deep dives that bring the paper from a high-level view down to a specific industry focus.
• Industry Vertical Champions and PR Strategy Pete Bernard announced the upcoming launch of a new defense working group and a specific paper on edge in the defense space, which will be replicated for other key verticals. Lia Lobello, who supports PR, media, and analyst outreach, strongly supported the creation of industry-specific content and use cases, stating that this would be “gold” from a PR perspective. Pete Bernard suggested appointing “vertical champs” within the working group to help gather information and steward the creation of content for specific verticals like medtech or retail.
• Upcoming Events and Influencer List Eric Smiley concluded by stating they would summarize the discussion, assign owners to the top two focus areas, and share the results by next week. Pete Bernard wrapped up by announcing a media event and dinner party at Embedded World, noting the intention to promote partners there, and mentioned efforts to continually engage with media and analysts to position the foundation as a place for innovation. They also highlighted the availability of a list of about 80 influencers and press contacts to all community members, encouraging further contributions to the list.

Suggested next steps

• Pete Bernard will send around a link to the podcast version of the white paper created using Notebook LM.
• Lynda Greenberg will put a conversion tracking on the solutions page through Google Analytics to see specific views and will get together with Eric Smiley to discuss ideas about where the content should live.
• Eric Smiley, Pete Bernard, and Rosina Haberl will talk to summarize the discussed topics and send out the summary so they can start coming up with the top two focus items and assigning owners by next week.

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