From 10:00 to 10:25
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Luck is an attitude! — Skills
Believe it or not but you can influence your luck and transform yourself from an unlucky person to a lucky one.
(One of) the tricks is to provoke, create and maximise opportunities for those lucky situations to arise.
Backed by research and real life example Steph will help the audience heightening their chances for a lucky break today!
How? One way to boost your opportunities for luck is not to shy away from meeting people. You can’t meet your next business partner, the love of your life or both… if you don’t meet.
So at the end of the session Steph will make sure everyone in the room will meet at least one person they would not have talked to otherwise.
Ready?
- Get activated to seize the opportunity
- Step up and seize your luck
- Say yes to chance — and see what happens
Stephane Everaert
Natural storyteller
From 10:30 to 10:55
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Leading beyond bias — Leadership
In today's fast-paced world, every decision matters. Yet, even the most skilled leaders can fall prey to biases, fallacies, and groupthink that undermine sound judgment. This keynote unpacks the hidden psychological traps that shape leadership decisions and equips attendees with actionable strategies to overcome them.
Drawing from both cutting-edge decision science and real-world business experience, participants will discover how seemingly rational choices can be unconsciously influenced by cognitive biases. Through engaging examples and interactive exercises, we'll explore how these mental shortcuts can lead to costly mistakes in modern organizations.
Leaders will learn to:
- Identify common decision-making pitfalls
- Implement practical tools for more sound judgment
- Transform group dynamics to harness collective intelligence
- Build organizational safeguards against cognitive biases
Bart Beuten
Founder @ For The Better
From 10:30 to 11:00
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The 5 Major Marketing Blunders (NL) — Marketing
The most common mistakes that cost entrepreneurs money, customers, and growth. Many entrepreneurs invest in growth but see little return. Why? Because they unknowingly fall into traps that undermine their uniqueness, sales performance, and marketing budget. They get stuck in mediocrity, miss out on opportunities, and waste resources without results.Carole reveals where things go wrong and how to avoid these costly mistakes.Smart marketing isn’t about spending more; it’s about making the right choices.
Zoonotic
Carole Lamarque
From 11:00 to 11:30
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Scale vs Soul — AI
In an era where AI scales faster and thinks quicker, the question isn't just what machines can do, but what we as humans and organisations still uniquely bring to the table.
How can we harness AI’s 100x power without losing our human touch? What truly sets us
apart from machines, and how do we build organizations that SCALE without losing SOUL?
Technology moves business, Soul moves people. The future truly belongs to those who understand and play with both. Will you be one of them?
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Dado Van Peteghem
Leading Expert Digital Sector
From 11:00 to 11:25
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Introduction to Social Listening Through Cultural Rivalries — Brandwatch Lounge
This interactive workshop introduces Brandwatch Consumer Research (BCR) and the power of social listening in an engaging, high-energy format. We’ll explore cultural rivalries through a live dashboard, using AI summaries and audience polling to navigate conversations, segment communities, and reveal surprising insights. From analyzing opinions to understanding how certain brands culturally resonate with different audiences, the session showcases how social data can uncover real consumer behaviors. We'll wrap up by connecting these insights to real-world use cases, showing how teams across marketing, product, and insights can turn listening into action.
Spots are limited, secure yours here!
Brandwatch
Nicole Gafarzada
From 11:00 to 11:30
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From Data to Knowledge: creating interactive experiences that truly make an impact. — Data
How to combine data and interactions to build meaningful relationships. In this session, you’ll learn how brands turn customer insights into engaging, personalized experiences. From capturing attention through innovating interactions to activating data in relevant ways, we’ll show you how to move from information to authentic connection. Expect real examples that will give you fresh, actionable ideas.
Actito & Qualifio
Camille Thibaut
From 11:00 to 12:00
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AI for PPC — Clicktrust Lounge
Build your own AI workflows that allows you to set up Google Ads campaigns in one click.
What will you learn?
- Build a keyword research workflow using markifact
- Build a ad copy generation workflow using markifact
- Setup your campaigns in a couple of clicks.
Clicktrust
Julien Delbauve
From 11:00 to 11:30
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Designing XR experiences for on-site activation: from concept to prototype — Deloitte Digital Lounge
This workshop explores how XR can elevate on-site activations and events by transforming them into memorable experiences. We will walk through the customer journey step by step, showing where immersive storytelling can create maximum impact from the first impression to the lasting memory.
Along the way, we’ll demonstrate simple methods for quickly prototyping activation concepts, helping participants see how ideas can move from vision to reality without heavy investment. The session is designed to spark inspiration and provide practical takeaways for creating activations that stand out.
Spots are limited, secure yours here!
Deloitte Digital
Julien Boeur
Deloitte Digital
Mathilde Toussaint
From 11:10 to 11:35
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The Kitchen Journey, Reimagined — Marketing/ Omnichannel
Discover how IKEA continuously adapts to the needs of today’s customers. Let’s have a closer look at how they have optimised their omnichannel approach for the kitchen business.
IKEA
Manqoba Allyns
From 11:10 to 11:35
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Driving future-ready transformation: How to build a scalable, principles-led digital strategy — Transformation
As a corporation, how do we bring the agility necessary to stay ahead of the game in today’s evolving digital landscape?
Every successful strategy relies on 2 pillars: build strong foundations and lead the way. Let's see how we can effectively bring positive change to an organization and build a storytelling that brings people in.
Danone
Alexis Antoine
From 11:10 to 11:35
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Cracking AI Search: How to Operationalize GEO with Proven Impact (cases included) — GEO
AI Search isn’t the future — it’s already rewriting your traffic, your conversions, your visibility. The winners aren’t the ones still debating GEO; they’re the ones operationalizing it today. In this keynote, Céline Naveau — co-founder of Semactic and one of the leading voices in Generative Engine Optimization — reveals how brands like Daikin, Student, and Maniet (among others) are already cracking AI Search with measurable impact. Expect bold insights, concrete playbooks, and a wake-up call: in the AI-first era, visibility is no longer optional — it’s the new competitive advantage.
Semactic
Céline Naveau
From 11:10 to 11:35
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Is AI’s future being built outside of Silicon Valley? — Cybersecurity
What if the most important signals about the future of tech aren’t coming from Silicon Valley, but from thousands of real-world projects happening across Europe right now?
The Malt Tech Trends report reveals the answers. It analyzes data from the most innovative projects on Malt to show you why demand for AI skills has surged by 230%, completely reshaping how we build technology and protect our systems.
We’ll dive deeper into these insights:
- How low-code platforms are experiencing their “second act,” and what that means for security (up to 40% this year)
- Why cybersecurity has evolved from perimeter defense to foundational architecture.
- How AI is creating new security challenges and opportunities.
- The critical skills you need to build secure and resilient projects.
Malt
Anaïs Ghelfi
From 11:30 to 11:55
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Fuck The System and other bad ideas for the future — Strategy/Geopolitics
Do you also believe that Europe is burned out? That we are militarily weak, economically stuck in regulations, lacking innovation, and technologically irrelevant?
In his brand-new keynote, based on his upcoming book, Jo Caudron proves just how wrong that picture is.
After eighty years of dependence on the United States, Europe stands at a crossroads. The war in Ukraine, the rise of China, and America’s retreat from global leadership confront us with the dangers of that dependence. Yet at the same time, they create an unprecedented momentum to reinvent Europe.
Contrary to our collective inferiority complex, Europe possesses enormous strength: economic power, technological expertise, innovation capacity, and the political momentum to act. On top of that, numerous instruments and initiatives are already in place to enable renewed ambitions.
Jo introduces a new innovation paradigm that challenges entrepreneurs, policymakers, and leaders to help build a strong Europe:
- embracing transition thinking to lead in energy, mobility, housing, and food
- restoring strategic sovereignty in defense, technology, media, and AI
- unleashing a new industrial revolution with high-tech, AI, robotics, and reshoring
- rethinking bureaucracy to accelerate innovation and partnerships, without losing European values
- building coalitions of the willing within and beyond Europe
Jo Caudron
Transformation Strategist @ Scopernia
From 11:30 to 12:00
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How Insights Can Shape Stronger Campaigns — Brandwatch Lounge
Building on insights from the BCR workshop, this session walks participants through a full end-to-end marketing campaign using Brandwatch’s Social Media Management (SMM) tools. Based on a chosen trend or consumer preference, we’ll develop content and targeting strategies informed by real data. With interactive participation, hands-on demo access, and live feedback on creative choices, the session mirrors a real campaign cycle—from ideation to execution—giving marketers a tangible look at how insight fuels social performance.
Spots are limited, secure yours here!
Brandwatch
Nicole Gafarzada
From 11:30 to 12:00
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A new era of advertising — AI/Advertising
Let’s explore how AI is shaping a new future of advertising, reinventing content creation as well as campaign optimization.
TikTok
Vincent Pierquet
From 11:30 to 12:00
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XR maturity framework: where are you today? — Deloitte Digital Lounge
This workshop introduces the XR maturity framework as a tool to understand where XR use-cases, such as immersive storytelling, stands in the market and where your organization fits. Participants will be guided through a quick self-assessment to identify whether they are still in the exploration stage, testing proofs of concept, building MVPs, or ready for scale-up. Together, we will discuss the opportunities and barriers that typically arise at each stage, and what actions can help move forward.
By the end, participants will have a clearer picture of their current position, the risks of waiting, and the immediate steps to accelerate adoption. Facilitated by XR and customer experience experts, this session gives participants the chance to ask questions and receive tailored advice for their context. Experts in user experience and XR will guide the session and be available to answer questions, ensuring participants leave with both inspiration and practical insights.
Spots are limited, secure yours here!
Deloitte Digital
Lili Bouché
Deloitte Digital
Thomas Kubski
From 11:45 to 12:10
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From feeds to the streets: Adding a real-world dimension to your digital strategy — Social Media
What if your online video and TikTok campaigns could do more? This session reveals how leading brands are adding an extra dimension to their digital strategies, turning screen-based content into street-level impact and unlocking new levels of qualitative reach.
Vistar Media
Gido Andriessen
Vistar Media
Martine Hammink
From 11:45 to 12:10
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50 UX Projects with Big Brands: 5 Lessons You Can Apply Tomorrow — UX
What happens when you listen to hundreds of real users across 50 digital projects? You uncover patterns, surprises, and lessons that no analytics dashboard will ever show you.
In this talk, Remy will share concrete findings from user studies conducted with leading brands and institutions. You’ll see:
- Various approaches and methods to better learn from your users.
- Common design pitfalls that keep coming back again and again
- Unexpected outcomes that challenged client assumptions
- Cultural differences in how users understand and trust digital experiences across countries
- How user behavior has evolved over the past few years
Dux Agency
Remy Florean
From 11:45 to 12:10
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The Ins & Outs of High-End AI Campaign Productions — AI/Innovation
The future of marketing is synthetic. Aigency Amsterdam built a new agency model centered on AI-first creative productions. Together with Panasonic, they’ll share the possibilities and limitations of AI, the key do’s and don’ts in AI production, and how to approach projects from concept to final output. Founder and Creative Lead Chrissie will outline Aigency’s perspective on the current state of AI tools, while presenting a real case study together with Panasonic to illustrate how these principles translate into practice.
Panasonic
Francesca Micheli
Aigency Amsterdam
Chrissie Cremers
From 11:45 to 12:10
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Scaling Companies with AI Automation: A Practical Framework and Real Cases. — AI
Many organizations invest in AI without a clear plan. This session shows how a structured 3-day assessment helps companies select the right processes, reduce risks, and build a concrete project plan. Through real client cases from multiple industries, we demonstrate how this approach leads to scalable and valuable impact.
Datashift
Alexander Landser
From 12:10 to 12:40
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From touchpoints to “wow” moments: how immersive storytelling redefines the customer experience — XR/Storytelling
This session explores how XR technologies, and immersive storytelling in particular, are transforming the customer journey—elevating it from a series of functional touchpoints to unforgettable, emotionally engaging experiences.
We will begin with a concrete case study: a VR factory tour that significantly reduced costs and environmental impact associated with on-site visits, while simultaneously creating a more compelling experience for product prescribers. Building on this example, we will analyse the current (AS-IS) customer journey and its limitations, before introducing a future (TO-BE) journey enhanced by XR-powered “wow moments” that deepen emotional connections and accelerate decision-making.
The session will then unpack what immersive storytelling truly entails, highlighting its benefits across customer engagement and sustainability. We will introduce a maturity matrix framework to help organisations assess their current position and readiness. This framework underscores that immersive storytelling has reached a pivotal moment where strategic action is essential.
Finally, we will outline practical pathways for initiating XR projects—from proof of concept to full-scale implementation—and explain why investing now is critical to securing long-term competitive advantage.
Deloitte Digital
Thomas Kubski
Deloitte Digital
Mathilde Toussaint
From 12:10 to 12:35
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The 3-Step Strategy to Unlock the Hidden Power of Networking (FR) — Networking
In this conference, Jérémie demonstrates how to reach highly important, sometimes almost inaccessible people in the most closed circles. He explains why talent is the engine and the network the accelerator—both are essential for true success. He shows how to build the right entourage, identify “springboard” individuals, reach the right people, and stand out, and how to apply the OxP process to maximize influence, notoriety, impact, and financial results.
Business Entourage
Jérémie Vanopdenbosch
Kringwinkel Antwerpen
Hans Tops
Trosort
Achille Mathot
From 12:10 to 12:35
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From Queries to Companions: The Agentic Evolution of Search — AI
“From Queries to Companions: The Agentic Evolution of Search” explores how search is transforming from a transactional tool into a deeply personalised, conversational experience. It highlights the shift from keyword-based queries to intelligent, agentic interactions—where AI companions understand user intent, context, and preferences to deliver tailored results. This evolution positions AI agents not just as search facilitators, but as trusted digital partners that enhance discovery, engagement, and brand connection across platforms.
Microsoft
Gertjan Lenaerts
From 12:10 to 12:35
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How Brands Win on Reddit – The Reddit Way
Reddit is home to 100,000+ communities and 110M+ daily active uniques - it’s where people come together to share ideas, find answers, and connect authentically. With 32% YoY user growth, combined with its role as a vast archive of authentic conversations, has established Reddit as a key player in the evolving search ecosystem.
Aleph
Maksim Kaljakin
From 13:00 to 13:25
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Your AI and your data — Marketing/Data/AI
Renout van Hove’s keynote, "Your AI and Your Data," offers a deep dive into the integration of AI and data in modern business. Renout unravels how businesses can leverage AI and predictive models to maximize the potential of for example Customer Data Platforms (CDPs), transforming raw data into actionable insights and fostering growth.
Highlights:
- Harnessing the Potential of CDPs: the critical role of CDPs in centralizing and managing customer data from diverse sources. He explains how CDPs eliminate data silos, offering a comprehensive view of customers that enhances personalization and marketing effectiveness.
- Leveraging Predictive Models: exploree how predictive models can revolutionize business strategies by transforming data into valuable insights. He demonstrates how AI can forecast customer behavior and preferences, enabling businesses to make proactive, data-driven decisions.
- Fostering a Data-Driven Culture: Emphasising the importance of a data-driven mindset, we will share strategies for embedding data insights into every business decision. He underscores how aligning business goals with data can lead to more informed and strategic outcomes.
- Enhancing Customer Experience: how AI can refine customer interactions through real-time data processing and predictive analytics. He showcases methods to anticipate customer needs, delivering timely and relevant experiences that enhance satisfaction and loyalty.
- Navigating the Martech Jungle: With the proliferation of marketing technologies, we will guide you through selecting and integrating tools that align with your business strategy. He provides insights on building an effective marketing tech stack that supports your AI and data initiatives.
- Real-World Applications: sharing compelling case studies of companies successfully using AI and data to drive business success. These examples highlight best practices and practical lessons, offering a blueprint for leveraging AI in your own organization.
Renout van Hove
Founder GrowthAgent, Expert AI, Data & CRM
From 13:30 to 13:55
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Popular myths of Customer Centricity — CX
Too many customer centricity initiatives fail.
The customer does not “feel” the difference between before and after. And therefore there is no effect on his behaviour: word of mouth, sales or loyalty. Eventually, those initiatives loose funding and they die a quiet death.
Why is that?
A major cause is that managers hold beliefs that instil actions that don't really improve the customer experience. They copy inspiring ideas from companies that are a lot more mature, but without installing necessary conditions to make them work. We call those beliefs "customer-centricity myths".
And that's what we'll talk about in this session:
- How to avoid those pitfalls and move forward effectively and efficiently?
- How do we best tackle that transformation?
- In short: where do we put our money and energy for the best results?
Horst Remes
Customer Experience Authority & Thought Leader
From 13:30 to 13:55
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AI Agents: They Work Hard, So You Don’t Have To — AI
The next frontier of AI isn’t about tools; it’s about teammates. This talk reveals how Optimizely’s agentic AI workforce is changing the game. We’ll dive into practical examples of how these AI agents power everything from smarter experimentation to accelerated content creation, proving that the future of digital experience is collaborative, not just automated.
Optimizely
George Lavric
From 13:30 to 13:55
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AI & Automation: Unlock accounts payable productivity — AI/ Automation
Explore how AI and automation can unlock productivity in accounts payable. In this session, we’ll present the SAU-MSI success story, showing how the company transformed its purchase-to-pay process to overcome manual workflows, remote work challenges, and improve fraud detection, budget management, and reporting. Discover practical insights and real-world benefits from implementing AI-driven automation, and take away insights to make your finance operations more efficient.
Yooz
Alexis Ville
From 13:30 to 14:00
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Faster, smarter, stronger: building future-proof websites — Digital Transformation
Q8 recently transitioned from a traditional CMS to a modern, headless approach in close collaboration with AE. After a thorough market analysis, they selected Storyblok as their CMS of choice. In this testimonial, Q8 and AE—a Storyblok Gold Partner—share their journey, exploring when headless solutions are the right fit for your business (and when they’re not).
Franky De Schouwer, Product Lead at Q8, and Aagje D’Helft, Proxy Product Owner at AE, will take you behind the scenes of this digital transformation. You’ll gain practical insights on how to approach such a project, what to watch out for, and how to create long-term value.
A live demo will show how smart use of design tokens and AI supports multi-brand, multilingual content delivery from a single source. Discover how seamless integration with various systems and services, combined with high flexibility for marketers, can significantly boost your digital agility.
AE
Aagje D’Helft
Q8
Franky De Schouwer
From 13:30 to 13:55
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SEO & GEO in the AI Search Era: Winning on Google, ChatGPT & Beyond – This is What You Should (ánd Shouldn’t) Do! — SEO & GEO
Everyone has data, but very few use it to its full potential—especially in SEO. That needs to change. In this session, Stijn, with over 10 years of SEO experience, will guide you through the fast-changing world of Google and AI-driven search engines, showing how smart use of SEO & GEO data can help you outperform competitors.
Google still changes every single day—and now it’s making its own move towards becoming an AI Search Engine. At the same time, platforms like ChatGPT and other LLM-based AI tools are shaping the way people search and consume information. The search results page is no longer just blue links—it’s AI answers, visuals, product feeds, and more. The question is: are you still visible across all of these? Are your products shown? Are you the go-to source for your audience
Big Data may sound old-school, but it remains the edge you need to win today. The key is knowing which data actually matters, and how to use it effectively. AI isn’t just changing how people search—it’s changing what you should measure. Where is your traffic shifting? How do you track if AI platforms are referencing your brand? And which metrics are crucial (versus just noise)?
With practical examples, Stijn will reveal:
- which SEO & GEO data is critical in the AI era,
- how to leverage AI to measure the impact of AI Search on your business,
- what you should and shouldn’t do to secure an edge.
Follo
Stijn Bergmans
From 13:30 to 13:55
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Cybersecurity: From Invisible Threat to Competitive Advantage by Cyen & Hub Brussels — Cybersecurity
A brief overview of the current state of cybersecurity in Brussels enterprises, highlighting key challenges and opportunities by Hub Brussels
- Raise awareness of EU organisations maturity, challenges and opportunities in cybersecurity. Demonstrate how to measure your own.
- Inspire the audience by showing how cybersecurity can become a driver of innovation, trust, and business advantage. Provide a guide on evaluating the ROI in cybersecurity measures.
- Provide actionable insights with concrete takeaways for organizations.
- Inspire the audience with a forward-looking European perspective.
CyEn
Iva Tasheva
Hub Brussels
Rodolphe d’Udekem d’Acoz
From 14:00 to 14:25
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Fully Charged — Mental resilience
"I do not have the energy to continue." It's a sentence more and more leaders nowadays use, indicating that their batteries are running empty.
The speed and complexity of the ever-changing world we live and work in, demands its toll. More than 50% of the managers are currently reporting an overdosis of chronic stress and are as a result heading towards physical and mental exhaustion. More and more people in general are having difficulties with managing their priorities in work and life.
In this inspirational and experiential keynote, Lieven shares the 3 energy principles from his book Fully Charged. You will discover ways to optimise your focus, improve your recovery and expand your energy levels. This will not only result in a better health but will also drastically improve your leadership behaviour and performance. No fluffy advices, but science based principles and methods which you can apply immediately in your daily life.
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Lieven Van Linden
Co-Founder Built For Endurance
From 14:00 to 14:30
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Taking Your Paid Advertising to the Next Level with Microsoft Advertising — Advertising
Explore how businesses can elevate their paid advertising strategies using Microsoft Advertising’s powerful tools and platforms. It highlights advanced techniques for optimizing campaigns across search, display, and native ads to maximize ROI and reach targeted audiences effectively. Attendees will gain actionable insights into leveraging Microsoft Advertising’s unique features and expansive network reach, to achieve superior performance and drive business growth.
Aleph
Jushan Saitia
From 14:00 to 14:30
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Introduction to Social Listening Through Cultural Rivalries — Brandwatch Lounge
This interactive workshop introduces Brandwatch Consumer Research (BCR) and the power of social listening in an engaging, high-energy format. We’ll explore cultural rivalries through a live dashboard, using AI summaries and audience polling to navigate conversations, segment communities, and reveal surprising insights. From analyzing opinions to understanding how certain brands culturally resonate with different audiences, the session showcases how social data can uncover real consumer behaviors. We'll wrap up by connecting these insights to real-world use cases, showing how teams across marketing, product, and insights can turn listening into action.
Spots are limited, secure yours here!
Brandwatch
Nicole Gafarzada
From 14:00 to 15:00
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AI for Paid Social — Clicktrust Lounge
Build your own AI workflows to create and launch ads at scale in Meta.
What will you learn?
- Build a workflow to generate static ads and copy at scale
- Build a workflow to upload your ads in bulk
- Build a workflow to generate preview links at scale
Clicktrust
Julien Delbauve
From 14:00 to 14:30
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Meta Ray-Ban display: how to get the most of the latest XR glasses — Deloitte Digital Lounge
With the remarkable success of Meta Ray-Ban AI glasses and the emergence of a new model featuring augmented reality, a wealth of exciting possibilities is opening up. But how can these innovations be effectively applied within the context of YOUR business?
This workshop offers a practical overview of the leading XR glasses on the market, highlighting their strengths, limitations, and ideal use cases. Participants will engage in collaborative discussions to explore real-world applications, identify challenges, and uncover opportunities for XR glasses across various industries and everyday scenarios.
XR experts will share their insights, answer your questions, and help clarify which devices align best with specific business objectives, enabling you to make informed decisions about adopting this transformative technology.
*This workshop is about exploring how XR glasses can be applied in real-world contexts, it’s not a hands-on headset testing session.
Spots are limited, secure yours here!
Deloitte Digital
Matteo Setto
Deloitte Digital
Clyde Pashley
From 14:05 to 14:30
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Traditional SEO Is Dead. How to make AI choose your brand? — GEO
Search as we knew is gone. Customers no longer browse through pages of results — they ask AI assistants and trust a single recommendation. In this new reality, traditional SEO is dead. The brands that win are the ones who become the answer.
Ahead Digital
Sami Safraou
From 14:05 to 14:30
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Stop Guessing. Start Winning: How Your Buyers Really Decide — Data
Your buyers have changed, but your approach hasn’t. While you’re still guessing what motivates them, your competitors are winning deals by actually understanding how decisions get made.
In this session, we’ll show you how to uncover what your buyers really need, how they actually buy, and what drives their decisions. More importantly, we’ll demonstrate how to turn these insights into concrete actions that improve targeting and content.
LeadFabric
Zoe De Preter
Leadfabric
Kaat Wuyts
From 14:05 to 14:30
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From hype to value: your next 100 days with AI — AI
Recent reports on AI suggest that, although adoption is high, few organisations generate value through AI. We argue that there are two important reasons for this: the absence of good strategy and a lack of organisational redesign. We present a simple approach to remedy both and initiate transformation within the span of 100 days.
Create burning platform by using snippets of recent reports
Present maturity model and operating model; highlight importance of strategy and
organisational redesign to move from ‘experiment’ to ’embed –> transform’ • Present 100 days approach, including practical framework for strategy
(Strategy = vision + principles, followed by a use cases roadmap and plan for capability development)
AE
Willem Mertens
From 14:05 to 14:30
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AI in B2B? Less hype, more structure. — AI
AI and AI agents will reshape things in B2B, but only for organisations that have the right infrastructure in place. Let’s explore how agents will drive the B2B customer journey of tomorrow, but let’s keep it real. I’ll argue that your #1 play today is shoring up your data foundations, so that when agents and models take over, you are ready to deliver real business impact, and not just silly hypes.
Delaware
Felix De Clercq
From 14:30 to 14:55
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The Alpha Standard: Redefining tomorrow’s customer experience — CX/Sustainability
What do the youngest generation — Gen Alpha — expect from brands, both online and offline?
And how will their radically fluid expectations shape what all of us come to demand from experiences in the near future?
In this thought-provoking keynote, Tom De Ruyck unpacks the anatomy of tomorrow’s CX expectations through the lens of Gen Alpha and the theory of liquid expectations — the idea that once people experience something great in one domain, they start expecting it everywhere.
Based on exclusive, cross-generational research by Human8, Tom reveals how brands can stay ahead by designing customer experiences that are more personalised and create micro-joy.
Drawing from his work as a global thought leader in human-centered marketing and cultural foresight, Tom shares actionable insights to future-proof your brand in a CX world where Gen Alpha sets the bar — and the rest follow.
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Tom De Ruyck
Chief Growth Officer & Partner @ Human8
From 14:30 to 15:00
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The AI Roadmap: a concrete roadmap of how to infuse your performance marketing team with AI. — Performance Marketing
Fabians’ keynote provides a practical, hands-on roadmap for marketers, allowing them to evaluate their use of AI internally and to create an AI adoption roadmap. The keynote presents concrete live examples of AI usage across the pillars of performance marketing: measurement, creatives, media buying – giving media teams a clear view of the road ahead.
Clicktrust
Fabian Van De Wiele
From 14:30 to 15:00
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How Insights Can Shape Stronger Campaigns — Brandwatch Lounge
Building on insights from the BCR workshop, this session walks participants through a full end-to-end marketing campaign using Brandwatch’s Social Media Management (SMM) tools. Based on a chosen trend or consumer preference, we’ll develop content and targeting strategies informed by real data. With interactive participation, hands-on demo access, and live feedback on creative choices, the session mirrors a real campaign cycle—from ideation to execution—giving marketers a tangible look at how insight fuels social performance.
Spots are limited, secure yours here!
Brandwatch
Nicole Gafarzada
From 14:40 to 15:05
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The Attention Economy: Designing Engaging Experiences Without Burnout — UX
In the era of the attention economy, how can we design products that capture interest without exhausting or manipulating users? This talk explores best practices for creating engaging and ethical digital experiences that generate value without resorting to addictive mechanisms.
UX-Republic
Davit Kocharyan
From 14:40 to 15:05
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The Power of Strategic Communication Tracks — Impactful Communication
How Oxfam chooses the right track for the right impact, with a deep dive into their successful ‘Speak Up for Palestine’ campaign.
Oxfam communicates on a wide range of urgent global issues, from human rights to climate change to fair trade chocolate. With so many messages to share, how does Oxfam decide which to prioritize and how? In this session, Oxfam’s Head of Digital Communications Wannes De Jonghe will introduce their 5-track communication model, a strategic framework that helps the organization choose the right approach for the right moment. The session will then explore how the ‘Speak Up for Palestine’ campaign fits into this model, going in-depth into the campaign’s digital strategy and sharing some amazing digital results.
Oxfam
Wannes De Jonghe
From 14:40 to 15:05
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GEO beyond the hype: practical tips to improve your AI visibility — GEO
Generative AI is reshaping the way users search for and interact with brands. GEO (Generative Engine Optimization) goes beyond the buzzword: it’s about ensuring your brand shows up in AI-powered answers, whether on ChatGPT, Google AI mode, or other tools shaping digital behavior today.
In this session, we’ll highlight the latest GEO trends and, above all, share concrete examples and actionable tips to help brands secure visibility and impact in this new search landscape.
Universem
Corentin Donneaux
From 14:40 to 15:05
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The numbers never lie: Revolutionize your decisions with data. — Data
Hypotheses illuminated by intuition and validated by numbers are the best way to truly optimize the user experience and achieve your business goals. At Carglass, our top priority is to make a memorable difference with real care for our customers while keeping a constant focus on our key metrics and business objectives. To make it happen, we harness the power of our data to drive smart, informed decisions.
Carglass
Mehdi Benosman
From 15:00 to 15:30
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Change Hacking — Mental resilience
How to cope with change in your professional life with more adaptive resilience; to be able to "survive, succeed and stay relevant".
Do your colleagues experience stress, uncertainty, resistance or even anxiety with change in the workplace?
Whether it’s adapting to a new software system, going through a merger, or simply coping with challenging periods and crises, they might feel overwhelmed by the constant shifts affecting their work and personal lives.
Florence is here to help them transition from discomfort to embracing change.
In her captivating talk “Change Hacking”, she shares powerful insights, principles, practical tips and effective strategies for reducing stress, boosting resilience and engagement, enabling colleagues to navigate uncertain, complex, and rapidly changing times with greater ease.
By attending, your collaborators will gain essential knowledge:
- overcoming fear and resistance (also as a team)
- where to focus on when confronted to change
- cultivating self-efficacy, emotional flexibility and adaptive resilience
- accepting and dealing with reality
- developing proactivity
- embracing change and stepping out of the comfort zone with confidence
Speakersbase
Florence Pérès
From 15:00 to 15:30
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LinkedIn. Where Marketing means Business — Marketing
In this session, we’ll explore how LinkedIn is evolving to help brands drive real business impact through marketing by connecting creativity with outcomes, and brand with demand.
Discover how this new direction can unlock fresh opportunities for your team and elevate your marketing strategy!
LinkedIn Benelux
Marcel Molenaar
From 15:15 to 15:40
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Building a Data-Driven Culture in Music: Harnessing Audience Insights and Social Listening at Spinnin’ Records — Data/ Music
Join Adineh Hosseinpanah, Audience Research & Insights Manager at Spinnin’ Records, and Thomas Smit, Strategic Account Executive at Brandwatch, as they share practical strategies for leveraging Brandwatch and other industry tools to drive audience understanding and brand growth in the music sector. Drawing on hands-on experience, Adineh will outline how social listening workflows, benchmarking competitors, and integrating multiple data sources create actionable insights that impact artist visibility and help shape strategic decisions.
Spinnin' Records
Adineh Hosseinpanah
Brandwatch
Thomas Smit
From 15:15 to 15:40
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From Logos to Faces: How Personal Branding Outperforms Corporate Branding on Social Media — Social Media/ Strategy
Today, algorithms reward people more than companies. When employees, leaders, and founders take the stage on LinkedIn, Instagram or YouTube, they create more trust, more engagement, and more visibility than corporate pages ever could. In this talk, Fabian Delhaxhe introduces the Personal Brand Canvas, a practical framework to help professionals map, design, and scale their personal brands. You will discover why personal voices drive growth, how to align them with business goals, and what it takes to turn individual storytelling into a collective growth strategy. Packed with case studies and actionable insights, this session is a must for any marketer or leader who wants to build influence in the digital age.
La Super Growth Boite
Fabian Delhaxhe
From 15:15 to 15:40
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Stop wasting money on content that doesn’t work: Here’s what we learned from producing +1000 videos per year. — Content/AI
The content game has changed, and brands keep asking the same question: how do we actually get results?
Viral hits and big ad spends aren’t enough anymore. The real winners are building ecosystems where organic and paid work together, guided by strategy and creativity.
At Duckmotion, we’ve seen what works (and what doesn’t) for brands of all sizes. In this keynote, we’ll discuss how to:
⚡ Build a content ecosystem that really scales
⚡ Mix organic & paid for maximum impact
⚡ Use AI to accelerate, without losing authenticity
⚡ Create videos that people actually remember
Don’t just create more content. Create smarter, bolder, unforgettable content.
Duckmotion
Viviane Schramme
From 15:15 to 15:40
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Introducing Omni Planner : Unifying online and offline engagement data for smarter media strategies — Omni Planner
Discover Omni Planner, our new planning solution built for today’s omnichannel reality. By unifying digital and real-world signals, it empowers marketers to create localized, scalable, and insight-driven media plans, fully adapted to each brand’s context.
Locala
Auxandre Stephan
From 15:30 to 15:55
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Impact of AI on creatives and creativity — Creativity/AI
Creativity is one of the most essential human qualities, spanning psychological, artistic, practical and business dimensions.
In this talk, visual artist and researcherErwin Van den Brande explores why creativity matters, how it has evolved under the influence of technology over the past decades, and how artificial intelligence now accelerates this transformation. At this tipping point, AI not only challenges our definitions of creativity but also opens the door to new aesthetics, new forms of expression, and new ways of connecting ideas, people and cultures. The presentation will be illustrated with many examples from Erwin’s own work as well as that of other artists, offering both inspiration and critical reflection.
He will also present his forthcoming art book Synthetic Vision / Constructed Memory, which captures the dialogue between analog photography, AI and the future of image-making.
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Erwin Van den Brande
Artist & Founder at Dual&Day
From 15:30 to 16:00
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The Beauty of AI: L’Oréal’s Revolution Powered by AI — AI/Innovation
Join us to discover how Artificial Intelligence is profoundly disrupting traditional beauty paradigms, fundamentally redefining what’s possible in our industry. L’Oréal Benelux’s Head of Innovation will reveal how advanced Beauty Tech and Generative AI are not just influencing, but actively driving GenAI to the core of L’Oréal’s business strategy. This signifies a monumental shift, firmly embedding this revolution within every facet of our company.
L’Oréal has truly embraced a scale mentality – blending math and magic – to bring these transformative innovations to life. Experience the power of tools like L’Oréal Paris Beauty Genius, an AI-powered assistant delivering truly bespoke beauty advice, marking a new era of ultra-personalization. Furthermore, internal innovations like L’OréalGPT and its agents are not merely enhancing the skills of L’Oréal employees and fostering a culture of continuous innovation; they are a vibrant testament to our collaborative spirit and forward-thinking approach.
We will also highlight L’Oréal’s strategic partnership with NVIDIA, a crucial collaboration that underscores our unwavering dedication to leveraging the most advanced AI infrastructure. This alliance empowers us to continually push the boundaries of beauty tech, ensuring L’Oréal remains at the forefront of innovation.
l'Oréal
Ana Melara
From 15:50 to 16:15
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Next Generation Multi-Touch Attribution – How to unwire the messy middle — Data/ AI
We’re excited to explain our Multi-Touch Attribution (MTA) model, powered by our recurring neural network (machine learning). Unlike traditional attribution models that rely on static rules and lower funnel assumptions, our model uses deep learning to analyze real customer journeys across all touchpoints. By learning from data across channels (social media, programmatic, analytics, and search), it uncovers the hidden dynamics between platforms and how they amplify each other’s impact.
What sets our model apart is its ability to predict future behavior. It doesn’t just explain what worked, it anticipates what will work next, enabling more informed decisions in near real-time. Taking upper-funnel, brand, and predominantly impression-based media into consideration.
And because it continuously retrains itself, the model evolves alongside shifting campaigns, business goals, and consumer habits. This ensures insights remain both relevant and actionable.
This neural network doesn’t just track interactions—it interprets them, recognizing the timing, sequence, and context of each touchpoint to reveal how different moments in the customer journey contribute to a conversion.
This is attribution reimagined: intelligent, adaptive, and designed to unlock the full potential of our marketing strategy.
Delhaize
Kevin Rollier
WPP Media
Hannes Van Roie
From 15:50 to 16:15
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Working with Content Creators: Opportunities and Pitfalls — Social Media
This session dives into influencer marketing as it really works in 2025, straight from the perspective of a content creator who’s run dozens of brand collaborations. Learn how to identify authentic partnerships, create win-win campaigns, and cut through the noise of vanity metrics. Expect practical, real-world insights and zero fluff here!
thetinynomad / Kefi Agency
Charlotte Deprez
From 15:50 to 16:15
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Futuristic Customer Engagement: Data-Driven Marketing & AI for Impact — Data/Marketing
Customer engagement is entering a new era. Customers expect more, and brands must adapt quickly to stay ahead of competitors. With the rise of advanced data platforms, the explosion of AI, and a renewed focus on real-time interactions— it’s now more critical than ever for a successful omnichannel engagement strategy.
Many organisations still rely on legacy tech stacks that were not designed to meet the demands of today’s—and tomorrow’s—marketers. So, how do you choose the right MarTech tools? How can your tech ecosystem evolve with the key capabilities to remain competitive?
We’ll explore how data-driven marketing, zero-copy platforms and AI built for business teams are going to give you the edge in your customer engagement strategy. With tangible takeaways and real-life examples, this session is not to be missed.
Imagino
Brahim Ben Salem
From 15:50 to 16:15
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Influencer PR 2.0 — PR
This presentation looks at how influencer PR has evolved and why creativity remains the key to success. While AI tools can support the process, they can’t replace the human touch—the ideas, originality, and personal relationships with talent that truly drive impactful PR campaigns.
Fetch
Tom Tack
From 16:00 to 16:30
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Don’t make NIS2 your Y2K — Cybersecurity/Quantum/Computing
Many have forgotten the global concern surrounding Y2K, and even fewer understand why it posed such a serious threat. Despite ultimately being perceived as a “non-event,” Y2K required immense preparation and global coordination to prevent widespread disruption.
This keynote provides a historical deep-dive into the Y2K phenomenon—what caused it, the extensive effort to mitigate it, and the lasting lessons it left behind. Drawing a parallel to today’s digital landscape, it highlights how the NIS2 directive carries equally critical implications for organizations.
You'll gain a clear understanding of what NIS2 entails, its potential consequences if ignored, and why proactive implementation is essential. Just as with Y2K, preparation can mean the difference between resilience and disruption.
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Marcel Lücht
IT & Security Expert
From 16:00 to 16:30
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Panel: Exploring the boundaries of AI in marketing and sales — AI
AI is transforming marketing and sales at lightning speed, but its power comes with limits and responsibilities. This panel brings together industry leaders to explore where AI adds true value, where it risks undermining trust or authenticity, and how we can use it responsibly without losing the human touch. Expect an open conversation on opportunities, challenges, and the boundaries every marketer should keep in mind.
TUI
Roosmarijn Quartier
KBC
Anouchka D’Hertefelt
Decathlon
Estelle Bouvier
From 16:25 to 16:50
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From automatic mail to real connection: How to do it — Marketing Automation
Introduction presentation: How to create automatic emails that feel like personal communication.
In this session you’ll learn how to set up automation flows that feel personal and relevant, not cold or distant. We show concrete examples such as welcome flows, birthday emails and reactivation campaigns, and give practical tips to perfectly align tone, timing and content.
Expect a practical and clear approach, without complicated fuss, that you can start using tomorrow.
Flexmail
Katelen Perez T’Seyen
From 16:25 to 16:50
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Brushing Up the Market: Rowenta’s Winning Formula for launching personal care — Social Media
What happens when innovation meets influence? For Rowenta, it meant turning a product launch into a social media moment, and a moment into momentum. From blow-dryers to buzz online, we’re connecting with consumers like never before – and taking retailers along for the ride.
Groupe SEB
Sietse de Berlangeer
Groupe SEB
Lisa David
From 16:25 to 16:50
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What if the future said ‘NO’ to technology? — Digital Responsibility
Digital technology is a powerful transformative tool for developing a new societal model. AI, oscillating between its starry promises and its crash-test risks for humanity, is taking the human race forward into the unknown. AI is just one example: citizens and businesses ask questions and directions about digital and technology in general.
For too long, we’ve been driven by techno-fascination. Now, under the growing dominance of Big Tech, we feel the need to separate the benefits from the harm. We must educate ourselves to make the best possible use of these tools.
Digital and technology actors and leaders need to guide citizens into a balanced path. If they fail to integrate societal progress, to discern the good from the bad, and to place education at the heart of their mission, techno-rejection will grow. That would benefit no one…
The good news? It’s still avoidable… by turning tech doubt into digital trust !!
TEDxBrussels
Alain Mayné
From 16:25 to 16:50
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Integrating responsible AI practices to remain competitive. — Responsibility/AI
This session will address how responsible AI practices drive innovation and competitive advantage for companies, turning ethics into a business catalyst. Practical examples from All Digital projects such as AI4AL Matching Tool, Entrepreneurship4All AI Academy, and INFINITE AI Literacy will demonstrate which tools best support ethically driven AI best practices, enhance workers’ learning, and boost business competitiveness. Attendees will also learn how frameworks such as the EU AI Act and the Artificial Intelligence Risk Management Framework (AI RMF 1.0) help ensure compliance while fostering growth and market trust. Beyond governance, the session reveals how the ethical use of AI mitigates risks, enhances reputation, and fuels sustainable business innovation. Responsible AI practices are both a safeguard and a strategic imperative in an AI-driven economy where trust defines competitiveness and leadership.
All Digital
David Mekkaoui
From 16:30 to 17:00
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What About Twitch? — Social Media
- A brief introduction + What is Twitch? Twitch is more than just a gaming platform!
- How I discovered Twitch as a viewer and became a successful streamer myself
- What sets Twitch apart from other social media platforms?
- Successful campaigns on Twitch: Examples: Sprite, McDonald's
Twitch
Lauren Goossens – Twoosie
