Event: The evolution of search in the age of AI and retail media
Search as we know it is undergoing a radical transformation. What was once a straightforward interaction with a search engine is now a complex, multi-platform journey, increasingly driven by artificial intelligence and the rise of retail media networks.
By bringing together diverse industry voices, the session seeks to uncover both strategic shifts and operational challenges. Attendees will leave with insights into navigating and leveraging the next generation of search across platforms. Join us for another great IAB afterwork event. Your opportunity to interact with experts and peers.
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16:30: Doors open
17:00 - 17:05: Welcome and introduction by Fleur Parnet (BAM) and Roel Van Aelst (iO)
17:05 - 17:40: Keynote presentations introduced by Alain Heureux
Dimitris Beis from IAB Europa
Jelle Plas from iO
Céline Naveau from Semactic
17:40 - 18:00: Panel #1 - The Real Power of Conversational AI
We’ve all chatted with bots but conversational AI is quickly moving way beyond scripted replies. Imagine browsing and buying your next outfit through a natural conversation or rebooking a flight with an AI agent that actually gets your frustration and solves your issue on the spot.
In this panel, we’ll explore how conversational AI is reshaping real-world business interactions (from e-commerce to customer service) and what it takes to make these experiences feel seamless, human and truly helpful.
What’s possible when AI doesn’t just respond, but understands? And what are the risks and realities of going deeper with this tech? Join us as we unpack the future of dialogue-driven digital experiences and how brands can lead the way.
In this panel: Rob Woltman (BOL.com), Greet Dekocker (Becom), Toon Coppens (DPG Media), Simon Gourdin (Daikin Belux).
Panel Moderated by Alain Heureux
18:00 - 18:15: Break
18:15 - 19:00: Panel #2 - The New Rules of SEO
Forget everything you thought you knew about SEO. Search isn’t just happening on Google anymore; it’s happening in chat apps, AI tools like ChatGPT and Perplexity and even inside retail platforms. Discovery is now driven by conversations, context and intelligent systems that don’t play by the old rules.
In this panel, we’ll explore how forward-thinking brands in the Benelux region are adapting to this shift, redefining SEO strategies to show up where it really counts today. From optimizing for AI-driven search results to creating content that meets people where they are, this is your inside look at what’s actually working.
In this panel: Germain Deflandre (Elocos), Alexandra Bor (LolaLiza), Clarissa Filius (iO), Michel De Wachter (BNP Paribas).
Panel Moderated by Alain Heureux
19:00: Networking
Address: iO – WATT Tower – 1st floor - Mechelsesteenweg 271, 2018 Antwerpen
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