Dec 18, 2025

EDGE AI Marketing & Industry WG

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 Brian Smith Clare@imagimob.com Erika Acosta EAIF Team Calendar Tamas Daranyi Davis Sawyer Zorotovich, Mariya shahnawaz@embedl.com Kitamura, Yu Lia Lobello Elia Shenberger Steve Brightfield Georgia HARRIS | 5Values Snigdha Prakash Sarah.hemmer@infineon.com Jen Bernier Nikhil Goel Priyanka.Naik@infineon.com Jame Ervin raashid.ansari@silabs.com

Attachments EDGE AI Marketing & Industry WG 

Summary

The meeting participants, including Rosina Haberl, Pete Bernard, Eric Smiley, Frida Dygd Horwath, and others, discussed end-of-year preparations, CES, and the status of the white paper, which Eric Smiley and Pete Bernard agreed needed refinement to shift from data to storytelling, adopting Ed Doran’s strategy of immediately positioning edge AI as the fastest-growing part of the overall AI market. Plans for amplifying the white paper before CES and content creation for Embedded World were outlined, with Pete Bernard and Eric Smiley agreeing to create “snackable bits” and Rosina Haberl asked to coordinate partner attendance at the event, while Pete Bernard also detailed evening events at Embedded World. Discussions also covered planning the community’s presence at industry vertical shows in 2026, the need to refresh and add content to the Labs page, and the status of talk submissions for the San Diego event, which Rosina Haberl confirmed would be decided later that evening by the program committee.

Details

Notes Length: Standard

• CES and End-of-Year Preparations The meeting opened with general discussions about the upcoming holidays and preparations for CES, which many participants noted would limit their time off. Rosina Haberl and Pete Bernard discussed potential attendees, noting that Eric Smiley might not be able to make it due to a “terrible day”. Pete Bernard suggested giving latecomers a “grace period” for joining the call.
• White Paper Status and Strategy Pete Bernard planned to discuss the white paper. Eric Smiley noted that the paper was looking “really good” and asked about its completion and release. Pete Bernard mentioned that Lia Lobello was already using it for pitching PR, and that it was comprehensive but needed an edit based on Eric Smiley’s feedback about shifting from data to storytelling.
• White Paper Hook and Positioning Eric Smiley suggested adding a hook to the white paper, as it currently jumps straight into numbers. Pete Bernard explained that the strategy, based on a suggestion from Ed Doran, was to immediately position their story within the context of the larger AI narrative by stating that the edge AI segment is the “fastest growing part of the overall AI market”. The goal is to raise the profile of edge AI, moving from the perspective of adding AI to IoT to “adding edge to AI”.
• White Paper Publication and Amplification The plan is to publish the white paper right before CES in January on platforms like Medium and the websites for maximum amplification. Pete Bernard also noted that a notebook LM podcast was created from the document as an alternative way to consume the content. Frida Dygd Horwath asked about sharing the paper on partner websites, which Pete Bernard confirmed should be part of the amplification strategy, along with creating “snackable bits” from the document.
• Content Creation for Embedded World Pete Bernard and Eric Smiley agreed that the “snackable bits” should be worked on early next year, potentially using AI-generated content tools like Hey Gen. The goal is to create short videos, possibly 30-second clips, derived from the white paper to be ready for Embedded World. Pete Bernard also mentioned that the booth design for Embedded World is being planned, possibly turning the entire back wall into a video screen to syndicate the community’s message.
• Event Presence and Coordination for Embedded World Pete Bernard detailed the plans for Embedded World, including two evening events—one with IoT Stars and a media analyst event with IP exchange—in addition to having a booth. Rosina Haberl was asked to collect information on attendees and their booth numbers to amplify the presence of all partners. Pete Bernard also clarified that the organization does not have a physical booth at CES but will host a private analyst dinner and participate in the Deepex event.
• Community Presence at Industry Vertical Shows Pete Bernard introduced a separate topic regarding the community’s presence at industry vertical shows in 2026, such as Automate or Medicica, noting that a plan is needed soon due to the required planning time. Eric Smiley suggested conducting a survey of the SPAB list to gather suggestions. Pete Bernard shared an internal list of events for consideration but emphasized the need to decide on one or two impactful vertical events to execute well on.
• Labs Page Content and Refresh Eric Smiley brought up the Labs page, stating it has become “pretty stale” and suggested a regular session to ensure content is kept up-to-date and fresh. Pete Bernard agreed, suggesting a relaunch of the page with a focus on adding “a lot more content” to make it a “full shop”. Eric Smiley raised concerns that the current process requires too much engineering work, suggesting that John and the team explore ways to automate or open up the contribution process for community members.
• San Diego Talk Submissions Frida Dygd Horwath inquired about the selection process for speakers in San Diego. Pete Bernard confirmed that the program committee is voting on about 50 talk submissions and plans to squeeze in as many as possible, potentially by shortening them. Rosina Haberl stated that the final decision on accepted talks would be made later that evening at the committee call, and that those not selected for a talk could potentially participate in one of the planned five panels or convert their content into a live stream.

Suggested next steps

• Eric Smiley will create an action to-do list of the top few things to focus on early next year and will work with Lynda Greenberg on ideas to bring to the group in the January session.
• The group will amplify the white paper multiple times once it is published, and Pete Bernard will send a note out on the spab list beforehand to coordinate.
• Eric Smiley will discuss with the team the feasibility of automating or opening up the labs page to make it easier for the group to add new content.
• Lynda Greenberg and Eric Smiley will talk in early January about AEO and SEO.

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