---
title: "How AI is Reshaping Business Processes: Mearra and Bauer Media at Professio’s AI Event 2026"
description: "Discover how AI is transforming workflow redesign and software development. Learn the core principles of the Mearra Method from Professio’s AI & Business Strategies 2026 event, featuring Bauer Media's Planner case study, with the full presentation recording linked below."
date: "2026-11-09T12:00:00+00:00"
category: "Strategy"
excerpt: "Discover how AI is transforming workflow redesign and software development. Learn the core principles of the Mearra Method from Professio’s AI & Business Strategies 2026 event, featuring Bauer Media's Planner case study, with the full presentation recording linked below."
reading_time: "4 min 30 sec"
image: "@/assets/uploads/1794223905468-screenshot-2026-11-09-at-13.31.16.png"
image_alt: "Two speakers present on stage with text about AI changing business processes at a 2026 strategy conference."
path: "Insights > How AI is Reshaping Business Processes: Mearra and Bauer Media at Professio’s AI Event 2026"
---

At the Professio AI & Business Strategies 2026 event, Mearra’s CEO Vesa Palmu and Bauer Media Director of Tech & Innovations Sini Kervinen addressed a central challenge facing digital leadership: AI doesn't just change the process—it changes how we change it. In this article, we share the core takeaways, methodology, and practical outcomes from their session, with a direct link to the full presentation recording provided at the end. ## The Productivity Gap: Redesigning the Arrows, Not Just the Boxes Enterprise adoption of AI is accelerating rapidly, yet measurable organisational return remains uneven. Recent McKinsey research highlights this divide: while 80% of employees report gains in individual productivity using AI, only 37% of organisations report a measurable EBIT impact. The bottleneck lies in coordination and shared understanding. Organisations frequently introduce AI tools into isolated tasks without re-evaluating the surrounding workflow. To capture scalable value, businesses must redesign the "arrows" (the handoffs, decisions, and connections across systems) rather than merely optimising individual "boxes" (isolated tools or tasks). Teams that redesign their operational processes before deploying AI are more than twice as likely to realise productivity gains exceeding 20%. ## Moving Beyond Agile: The Mearra Method Standard corporate IT delivery relies heavily on standard agile sprints spanning 1 to 4 weeks, cycling through backlog prioritisation, design increments, iterative builds, testing, and deployment. While effective for incremental engineering, this model regularly defers strategic alignment until late in the delivery pipeline. The Mearra Method shifts this paradigm by structuring business transformation around four focused phases: 1. \*\*Understand:\*\* Identify core opportunities through collaborative sketching and domain mapping, not static requirement briefs. 2. \*\*Align:\*\* Unify business models, technical architecture, and human workflows to ensure all stakeholders share a single mental model. 3. \*\*Commit:\*\* Define measurable KPIs, phase ROI, and functional digital twins before substantial technical development begins. 4. \*\*Make:\*\* Build production software rapidly against validated prototypes and digital twins using sprint-based execution. The framework's foundational advantage is making disagreement and misunderstanding cheap. Traditional enterprise initiatives discover structural misalignment during user acceptance testing inside the "Make" phase, when rectifying mistakes requires expensive architectural changes. The Mearra Method forces tension and clarity between the "Understand" and "Commit" stages, resolving conflicting assumptions when revisions are fast, lightweight, and inexpensive. ## Case Study: Bauer Media Planner To illustrate the methodology in practice, Vesa Palmu and Sini Kervinen presented the real-world transformation of Bauer Media’s audio advertising operations. ### The Challenge Planning and booking radio and audio advertising at Bauer Media required cross-system coordination across Sales, Planning, and Client touchpoints, spanning multiple disconnected legacy platforms. Complex manual steps dominated the operational overhead, creating delivery friction and communication silos. ### The Solution Instead of embarking on a multi-year IT consolidation project, Mearra mapped the entire workflow strictly from the human perspective. AI created interactive Proofs of Direction (PoD). Real sales professionals and media planners conducted live workshops using real customer scenarios on working software prototypes before core engineering commenced. ### The Impact - \*\*Workload reduction:\*\* When the project is finalised, over an 80% reduction in manual administrative tasks across the campaign planning workflow. - \*\*System continuity:\*\* Achieved massive operational gains without conducting disruptive or costly core legacy system overhauls. - \*\*User adoption:\*\* Media planners reported feeling truly heard during the Commit phase, noting that initial hesitations surrounding technical architecture disappeared during early sketching. - \*\*Executive consensus:\*\* Commercial directors could inspect, test, and approve the product visually and functionally before committing capital expenditure. ## What We Build vs How We Build It Achieving competitive advantage with AI requires re-evaluating both the product and the delivery mechanism: - \*\*What we build:\*\* Re-architecting operational flows with AI tooling, human-agent collaboration, and task automation to remove low-leverage manual work. - \*\*How we build it:\*\* Using AI to change the development methodology itself, enabling teams to operate and validate realistic software before writing complex production code. ## Watch the Full Presentation Recording The complete session from Professio’s AI & Business Strategies 2026 event provides a deep dive into the workflow maps, workshop mechanics, and implementation steps behind the Bauer Media case study.

[Video: Professio AI & Business Strategies 2026 presentation recording](https://vimeo.com/1233677252)

\## Now what? What’s your next step \*\*Watch the full recording\*\* of Vesa Palmu and Sini Kervinen’s presentation above. Or if you wish to learn \*\*more about Mearra Method\*\*, \[visit this page\](/services/digital-transformation/ai-opportunity-sprint-mearra-method). If you are wondering what your organisation's current \*\*AI readiness level is, \[test it out\](/ai-readiness)\*\* on this page. And if you want to learn more about \*\*\[AI Opportunity Sprint\](/services/digital-transformation/ai-opportunity-sprint-mearra-method) that utilises Mearra Method\*\* - and has 100% money-back guarantee, click here. We are happy to discuss in more detail how we could inspire and support your organisation in AI transformation, \*\*send Vesa a message or leave your contact details\*\* and we will get back to you very soon.