For professionals that drive commerce, marketing, tech solutions and digital strategy.
This free event is for professionals working in companies where digital, marketing, and commerce play a key role. It’s not open to freelancers, agencies, tech vendors or students
9:00 - 9:30 Welcome
9:30 - 9:40 Opening by Kars Kooistra, Commercial Director VML
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
10:15 - 10:30 Coffee Break & Transition
Discover how to organise for channel independence and commerce performance. Learn how to hit today’s targets while building a resilient engine for what’s next.
Koen Ouwens - Director Commerce Performance, VML
Rick van der Vlugt - Product & Experience Director, VML
Track: Commerce
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
11:00 - 11:15 Transition
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
12:00 - 12:45 Lunch Break
Connect the dots between GEO (Generative Engine Optimisation) and Agentic Commerce to turn complexity into capabilities that drive growth in the agentic economy. Get a pragmatic roadmap that guides you to growth when AI agents become your primary customer.
Jurjen van den Broek - Director Organic Marketing, VML
Paul Appelhof - Senior eCommerce Consultant, VML
13:25 - 13:35 Coffee Break & Guest Transition
Learn how to turn customer intent into profit. By turning searches, clicks and interactions into intent, brands can predict conversion, optimise pricing and personalise experiences. Live demo included.
Fouad Amiri - Head of Product Management, VML
Nic English - Lead Data Consultant, VML
Track: Commerce
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
14:05 - 14:15 Gummy Bar & Transition
Explore and examine our biggest report of the year: The Future 100. We’ll decode 100 game-changing trends that matter for 2026 and beyond.
Marie Stafford - Global Director, VML Intelligence
Track: Brand Experience
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
14:45 - 15:05 Popcorn Break & Transition
Keep the energy going and experience the powerful and interactive keynote about your brain and how it works. Comedian, philosopher and author Paul Smit offers a dynamic presentation about how the brain manages change, how to think differently about challenges, and how AI can make life easier without making it less human.
Paul Smit - Comedian, Philosopher and Author
15:45 - 15:55 Closing Remarks
We will be enjoying great food, funky tunes and cocktails on our sunny rooftop in Amsterdam.