Conference program preview

Everyone talks about AI reshaping work; far fewer can show where it’s truly delivering. Drawing on four years of real implementations across enterprise legal teams, analytics departments, and knowledge systems, Boaz Ashkenazy brings a clear-eyed account of what AI can do today—and where it still falls short. This is a field report, not a forecast: dependable use cases that already return value (from self‑serve analytics and AI search to document processing), the adoption paradox where simple tools move the needle while sophisticated ones sit idle, and a sober timeline for what’s ready now versus what’s still months away. Expect a candid look at hidden costs—data hygiene, change management, governance—that many demos skip, and pragmatic decision frameworks you can use to prioritize opportunities, set expectations, and avoid expensive detours. It’s time to look beyond the hype and embrace opportunities and challenges as they are now reality.

What happens to marketing when algorithms act as gatekeepers to digital visibility, filtering options before humans see them. When AI agents make purchasing decisions autonomously, bypassing traditional touch points and reshaping customer engagement? Tactics may change, but strategic principles of marketing endure. Jes translates theory into practice. How to leverage digital channels to regularly reach the total addressable market. How to boost digital availability without boxing your brand into an ever increasing pressure performance spiral. And how to build brand salience through smart usage of distinctive assets. This keynote delivers practical guidance on balancing immediate performance with long-term, durable growth.

For years, brands have treated Google Ads like an ATM—dump in more budget, pull out more sales. But here’s the truth: search ads don’t create demand, they capture it, and that means there’s a ceiling to how far PPC can scale on its own. If you’ve been chasing endless growth through Google Ads alone, you’re likely overspending and underperforming. In this tactical, straight-talking session, we’ll cut through the fluff and help you reframe PPC’s role in your growth strategy. With automation on the rise and control shifting, Kirk will help you stop reacting—and start leading with strategy. You’ll learn:

• How to identify when PPC is hitting a growth ceiling—and what to do next
• How to integrate search ads with top-of-funnel efforts for smarter scaling
• How to communicate with Execs (either bosses or clients) in educating them on PPC’s ability to scale

You’ll walk away with a clearer understanding of how to spend smarter, align PPC with broader marketing goals, and build campaigns that grow profitably—not just bigger.

In this session, Malte will present large-scale data on the most frequently cited sources across ChatGPT, Perplexity, Gemini, AI Mode and more. He will reveal which domains, content formats, and page elements are most often referenced—broken down by country and industry. You will see practical examples of how companies can increase their chances of being cited, along with defensive measures every company should implement right away, offensive tactics that currently drive the most visibility, and risky plays that only the bold should try. If you are looking for clear, hands‑on, real GEO project learnings based on actual data, this is your session.

AI is reshaping how people discover, evaluate, and stay loyal to brands—so your brand strategy should evolve from channel-first to community-informed. In this session, Areej AbuAli shows how to begin by joining the spaces your audience already trusts, then launch, grow, and scale a community that strengthens brand awareness, brand trust, and—over time—sales. You’ll learn what to do before you “open your own house,” how to resource and moderate sustainably, and how to measure what matters.