Program - Beyond the Algorithm

As AI and agentic systems rapidly reshape marketing and commerce, the companies that will lead are not those that rely on technology alone, but those that combine it with human creativity, empathy, and customer obsession.

Eelke Kroes - Director Strategy & Operations, VML

Brands discount away 20% of revenue, yet most default to lazy price cuts that erode margins and train customers to wait for deals. This session introduces the Creative Currencies framework.

Sam Panzer - Director of Industry Strategy, Talon.One

Track: Customer Experience & Commerce

Learn how ABN AMRO accelerated to a customer-centric and unlocked a wealth of opportunities that brought them closer to customers.

Ada Jong - Head of Digital Sales & Engagement, ABN AMRO

Track: Customer Experience

Introducing FOMO 2.0: a modern leadership framework at the intersection of technology, leadership and society. Gain the insights you need to lead in a rapidly changing tech environment.

Maxime Lubbers - Professional Speaker and EU-Backed Researcher

Learn how detailed, machine-readable product data and rich visual content are the non-negotiable currency for AI agents to discover, evaluate, and ultimately recommend your brand. This is about moving beyond awareness towards ensuring your products are chosen.

Mark Koster - Senior Business Consultant, VML

Jorik Leppink - Growth Director, VML 

Track: Product Experience Management

During the session, the latest developments of Agentforce and AI tips for customer journey improvement will be shared. You will see first-hand how VML integrated an AI Agent in back-end processes of Videoland, solving high volume of customer service tickets while improving customer experience. 

Jaap van Oort - Strategy Director CXM, VML

Robbie Schaap - Senior CRM Solution Architect, VML

Track: Customer Experience

AI has a trust problem, and it’s not the one everyone’s talking about. The danger isn’t broken AI, but AI that looks almost right. This session applies the Uncanny Valley to the apps, interfaces, and campaigns we’re shipping right now. 

Danny Grauwels - Strategy Director Technology, VML

Track: Technology

As we increasingly rely on LLMs for personas, market research and strategic roadmaps, are we inadvertently distancing ourselves from our customers and the real human experience?

Emma Tilanus - Senior Strategy Consultant, VML 

Cornelis Vletter - Head of Data & AI, VML 

Track: Commerce

This presentation offers a real-world look at Growth Marketing within a large Dutch institution: the Nederlandse Spoorwegen (NS). Learn how VML helped to drive scalable growth. Get tips and insights into how to make your Growth Marketing strategy a success.

Bram Streefland - Senior Data/CRM Consultant, VML 

Daan Hulzinga - Campaign Marketer, Nederlandse Spoorwegen

Track: Customer Experience & Commerce

As Agentic Commerce reshapes how decisions are made, meaningful experiences become a competitive advantage. This talk explores how to create digital products that resonate and differentiate.

Emile Stupin - Head of Experience Design, VML 

Track: UX & Design