12:15 – 12:45 Round 2: Breakout Sessions

Maaike Remon

Maaike Woudstra – Lead Content Marketing, VML

Remon Beukers – Lead SEO, VML

Breakout session: 30 minutes

The customer buying journey is evolving faster than ever. The traditional linear path to purchase is long gone. Learn how to navigate the complexities of AI-powered search, social commerce, and emerging platforms to stay relevant and don’t lose brand presence and online sales. Gain actionable insights and discover what your future focus should be.

AI-powered search is disrupting digital commerce, forcing businesses to rethink their strategies and KPI focus.

Maximize your position

Search is being rewritten. With the rise of AI, large language models, and conversational interfaces, the way people discover, evaluate, and engage with content, brands, and products is fundamentally changing.

In this session, Maaike and Remon explore how marketers can adapt to a world where Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) are the new frontiers, while social platforms remain powerful search surfaces.

You’ll learn:

  • How AI-powered search is fundamentally changing the way consumers discover and purchase products.
  • How to adapt your KPI frameworks to accurately measure the impact of your marketing efforts in a non-linear customer journey.
  • Which new metrics you should be tracking.
  • What important tactics can reach new customers through emerging platforms and channels

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