Feb 12, 2026

Attendees

Invited Pete Bernard Christianne Ramos Rosina Haberl Sue Kim Pong Trairatvorakul Mike Stauffer Yunjung Hwang Frida Dygd Horwath 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 Elia Shenberger Steve Brightfield Georgia HARRIS | 5Values Katie WHITE | 5V Media Snigdha Prakash Nikhil Goel Priyanka.Naik@infineon.com Jame Ervin Brian Smith raashid.ansari@silabs.com shahnawaz@embedl.com Sarah.hemmer@infineon.com

Attachments EDGE AI Marketing & Industry WG 

Summary

Vertical Market Expansion Efforts
The organization is actively focusing on expanding its reach into vertical markets, initiating a partnership with TKO for a new vertical media brand launch and preparing for the upcoming Defense Working Group launch as the first prototype vertical group.

Content Strategy and Storytelling
To enhance industry storytelling and engagement, the team plans to reboot the Blueprint podcasts/videocasts, shifting the format from case studies to general vertical discussions, and leveraging ANET as a strategic partner for content pipeline and co-hosting opportunities.

Promotional Activities and Tools
Multiple promotional efforts are underway, including launching the wiki site for working groups, finalizing the white paper launch at Embedded World, and encouraging partners to promote the San Diego event to drive registration and community engagement

Details

Decisions

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ALIGNED

Focus On Top Vertical Markets

Membership must focus on top two or three most important target vertical markets when driving Edge AI education. Avoid throwing the net too wide to maximize effort impact.

Restart Blueprint Podcasts Vertical Focus

Blueprint podcasts/videocasts must restart, changing scope from specific case studies to general vertical impact of Edge AI. ANET will assist reboot effort by co-hosting and supplying customer story pipeline.

Run Embedded World Scavenger Hunt

Embedded World scavenger hunt must run again. Scavenger hunt serves as excuse to drive traffic to partner booths.

Delay Edge AI Labs Relaunch

Edge AI Labs page repromotion or relaunch must hold until content shelves stocked with models and pointers. Audio AI Scorecard must launch on Edge AI Lab site before San Diego event.

Edge AI Labs Model Meta-Directory

Edge AI Lab site must become a meta-directory for Edge AI code, linking publicly available silicon partner model zoos. Site is developer destination for required code, models, and datasets.

Working Groups Nominate Content Scribe

Each working group must nominate a scribe to manage and update content on the new public Wiki site. Scribe maintains meeting minutes and output documents.

Run Bi-Weekly LinkedIn Surveys

Foundation LinkedIn page must post simple, short surveys or polls every two weeks. Surveys increase community interaction and drive traffic back to Foundation website.

Produce Vertical Market White Paper

Marketing team must drive creation of the next sub-white paper focused on a vertical market within 60 days. Potential topics include Automotive, Medical, Security, or MedTech.

Select Vertical White Paper Topic

WhatsApp group must identify and settle on the vertical white paper topic by the next meeting. Group then begins outlining the paper.

Partners Promote San Diego Attendance

Partner organizations must immediately promote San Diego event attendance through corporate marketing channels. Required promotion includes minimum one corporate LinkedIn post and one email newsletter mention.

Lia Sends Promotion Template Email

Lia Lobello sends a template email to attendees to forward to corporate PR contacts. Email offers drafted, plug-and-play content to simplify partner promotion of San Diego event.

More details:

• Partnership with TKO for New Vertical Media Brand: Pete Bernard informed the group about a call with Guy Forester from TKO, who is launching a new brand in late June in Prague to target vertical media, embedded computing, and edge. This new brand will focus on feeding vertical media and areas like MedTech, which aligns with the foundation’s current strategy of reaching out to more vertical markets. Pete Bernard also mentioned they had a call with Axel Sakura regarding hosting talks at Embedded World in Nuremberg, which they anticipate could be a record-breaker this year.
• Discussion on Vertical Markets and Edge AI Education: The conversation shifted to the importance of vertical markets and how the organization educates them about Edge AI. Eric Smiley noted that professionals building products do not yet fully understand what the industry means by Edge AI and that the meaning currently differs across various verticals. The group concluded that focusing on a few target verticals that are most important to the membership will allow for very specific efforts without casting the net too wide.
• Announcement of the Defense Working Group Launch: Pete Bernard announced the upcoming launch of the Defense Working Group next week, which is positioned as the organization’s first vertical working group and an interesting prototype for future efforts. This group will be based in DC, chaired by Seek Chai, and is set to involve companies like Wind River and Qualcomm, focusing on technical mission-critical Edge AI challenges and policy discussions. The group will have a press release next week, an event in DC at the end of May, and will collaborate with the NATO Diana incubator program.
• Rebooting the Blueprint Podcasts/Videocasts: Eric Smiley proposed restarting the blueprint podcasts or videocasts, which Davis previously managed, to focus on industry verticals. Rosina Haberl confirmed that they have not received a pipeline of blueprint submissions, noting that customers often hesitate to discuss deployed solutions to protect their “secret sauce”. The group suggested changing the format from case studies to more general discussions about how Edge AI impacts a specific vertical to encourage participation.
• Leveraging ANET for Industry Storytelling: Pete Bernard mentioned that ANET recently signed up as a strategic partner and could potentially act as a pipeline for blueprint stories and co-host blueprints, helping to reboot the effort to tell more industry stories. The idea is that ANET could leverage their forward-looking visibility on chip purchasing and industry pulls to bring in industry folks on the foundation’s behalf. Tamas Daranyi also noted they have a use case with a partner and will send more details to Rosina Haberl to schedule a live stream.
• Blueprint Awards Submissions and Promotion: The deadline for the annual Blueprint Awards submissions is March 6, with awards planned to be announced at the San Diego event. Rosina Haberl reported that as of Monday, there were no submissions yet, but submissions tend to come in at the last minute. Eric Smiley suggested that Pete Bernard create a short video post, while Pete Bernard emphasized that the awards are a partner-facing opportunity to celebrate customer wins and should be promoted across channels.
• Embedded World Promotion and Content: The team is preparing several posts for Embedded World, with the first scheduled to go out today at 10 AM, along with a series of three. A subdomain, ew26jifoundation.org, has been created as a directory of all 31 partners, listing their activities and announcements at the event. The team confirmed they would explore the idea of a scavenger hunt, as it is a good way to drive traffic to the partners’ booths.
• White Paper Launch and Media Promotion: The Commercial Working Group is working to launch a white paper at Embedded World, with a meeting scheduled this morning to finalize it. The team plans to push content, including the paper from CES, to media attendees at the show to provide good content ammunition. The actual URL for the white paper will be shared in the chat.
• Relaunching the Edge AI Labs Page: Eric Smiley and Lynda Greenberg are working on repromoting and relaunching the Edge AI Labs page, but they want to add more content first. They need to streamline the intake process for code and model contributions to the site, with the aspiration of making it the “epicenter” for developers seeking Edge AI code, models, and datasets. The next planned piece of content is the audio AI scorecard from the Audio AI Working Group, which will allow people to self-score different audio AI models.
• Developing a Wiki Site for Working Groups: Pete Bernard introduced a wiki site that is being developed as the working group homepage, intended to be a public destination for discovering working group outputs, meeting minutes, and relevant articles. The platform, based on WordPress, will function as a subdomain and will require each working group to nominate a scribe to manage and keep their pages up to date. The goal is to launch the wiki site before the San Diego event to drive community engagement and serve as another destination for in-depth details.
• Increasing Community Interaction via Simple Surveys: Eric Smiley proposed getting more community interaction by implementing simple, brief surveys, perhaps one or two questions, posted on various mediums like LinkedIn every couple of weeks. These surveys would ask questions about Edge AI’s meaning or application in different industries to drive traffic to the foundation’s website and increase engagement. Pete Bernard agreed that this group could create a pipeline of questions to post on their LinkedIn page, which has about 25,000 followers.
• Volunteering for the Next Vertical White Paper: Pete Bernard asked the group to volunteer to drive the creation of the next sub-white paper focused on a specific vertical market for Edge AI within the next 60 days. Suggested topics for the vertical white paper include automotive, medical/MedTech, and security. Eric Smiley offered to distribute two or three options in the WhatsApp group so members can provide feedback and settle on a topic by the next meeting.
• Promoting the San Diego Event: Lynda Greenberg made a final push for promoting the San Diego event, emphasizing that the time to promote is now for attendees who need to book flights and hotels. Pete Bernard requested that partners commit to at least one post on their corporate LinkedIn and one mention in their email newsletter to help with registration before the 30-day mark. Lia Lobello offered to draft content, including fill-in-the-blank materials, to make promotion easier for resource-strapped teams, and Ed Doran suggested Lia Lobello send a simple email to all attendees for easy forwarding to their respective PR contacts.

Suggested next steps

• Rosina Haberl will send more details to Tamas Daranyi after the call about the live stream for the blueprints so he can share them with his partner company.
• Tamas Daranyi will contact Rosina Haberl directly via email with the people from his partner company regarding the live stream.
• Barbara Lisei will put Eric Smiley in contact with the person managing the model zoo topic at ST.
• Eric Smiley will post two or three options for the next vertical sub-white paper on the WhatsApp group to gather feedback and settle on a topic by the next meeting.
• Eric Smiley will talk to Sai to ensure he has what he needs to promote San Diego.
• Lia Lobello will send a quick one-paragraph email to the attendees that they can bump to their PR person for introductions.
• Eric Smiley and Lynda Greenberg will get a list together of content and pointers from multiple sources to add to the Edge AI Lab site to stock the shelves before a relaunch.

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