Event - Beyond the AI Hype - May 20th, 2025
Ghent, Belgium
Transforming Vision into Reality
We would like to welcome you to "Beyond the AI Hype", an exclusive event hosted by The Reference, where we transcend the buzzwords and delve into the tangible, transformative power of Artificial Intelligence.
Are you a client or a business owner looking to harness AI as a problem solver? If so, join us as we unveil practical use cases that have transformed our clients' operations, offering you a sneak peek into the future of AI-powered innovation.
When and Where?
- Date: Tuesday, May 20th, 2025
- Location: Meeting Lab - Zwijnaarde
- Timing: 13:30 -19:00
Discover AI for Marketing
Explore how AI can accelerate your marketing efforts by enhancing visualization, content creation, and product imagery. Learn from real-world examples how AI tools can streamline your processes, boost creativity, and deliver personalized experiences that captivate your audience.
Unveil AI in Building Your (Commerce) Website
Dive into the second main topic where we reveal how AI is reshaping the landscape of website development, particularly in the realm of e-commerce. See firsthand how AI can optimize your website's performance, improve user experience, and drive conversions through intelligent automation and data-driven insights.
Don't miss this opportunity to move beyond the hype and discover the real-world applications of AI that can transform your strategies and operations.
Join us at "Beyond the AI Hype" and be part of the AI revolution.
"70% of WFA members report using AI in their marketing department, but only 16% say they are able to scale it successfully."
- Stephan Loerke van de WFA (World Federation of Advertisers)
Program
13:30 - 14:00 – Arrival & Welcome
Let's start with a coffee to start
14:00 - 14:20 – Leveraging AI for Content Validation by Mathieu Van de Velde (The Reference)
Over the past years, our client Schoeller Allibert has undertaken a comprehensive website rebuild and rebranding initiative, including a refined tone of voice.
This ambitious project presented a significant challenge: analyzing and rewriting a vast amount of written content to align with the new brand guidelines.
To streamline this process and avoid the labor-intensive task of manually reviewing each piece of content, we implemented AI Agents. These advanced tools not only analyze every page on the website according to Schoeller Allibert's tone of voice guidelines but also provide actionable suggestions for improvements.
14:20 - 14:40 – The Future of Search: How AI is Transforming SEO - by Matti Vissers (The Reference)
We’ll look at what conversational search really means, peek into Google’s AI-powered overviews, and share how to actually use generative AI (not just talk about it) to your advantage.
Got data? We do. We’ll walk you through a real-life example using one of our clients: what does their SERP look like for a specific keyword set — and how can we use that insight to drive results? With tools like Search Console, BigQuery, and Looker Studio, we’ll make the invisible visible.
You’ll also get three - yes three - relevant use cases.
14:40 - 15:00 – Smarter Search, No Heavy Lifting with AI by Jeroen Meeus (The Reference)
Discover how AI can quietly transform content discovery—without overhauling your systems.
In this practical case study, we’ll show how we used AI to auto-tag images and generate metadata for documents, helping users find what they need faster. No custom models, no flashy tech—just smart, composable integration that made search work better with less effort.
15:00 - 15:20 – Debat
15:20 - 15:50 – Coffee Break
Time for a break
Make sure you connect with us. Happy to be part of your network.
15:50 - 16:10 – Anomaly Detection via AI by Robin Ponnet and Christophe Lagast (The Reference)
16:10 - 16:30 - AI in Retail: Beyond Automation by Geoffrey Parsons (EPAM Company)
Geoffrey Parsons — a trusted digital expert to brands like Ahold Delhaize — takes us inside the future of retail, where AI goes beyond efficiency to create real human connection.
Explore how frontline teams are leveraging AI to build emotional rapport with customers, how conversational interfaces are revolutionizing product discovery and basket building, and how hyper-personalized offers are powering the rise of generative loyalty.
16:30 - 16:50 - Revolutionizing B2B Commerce: A Live Demo of Our AI-Powered webshop by Bart Verdonck and Julie Synave (The Reference)
16:50 - 17:10 - Not all that glitters is GenAI gold — but sometimes, it is - by Thomas De Vos (The Reference)
Where is AI heading next? Join Thomas De Vos as he explores emerging trends, future breakthroughs, and the strategic implications of AI for businesses aiming to stay ahead of the curve.
We’ve all seen the demos. We’ve all read the hype. But let’s cut to the chase: what actually delivers results?
In this talk, I’ll draw on five years of hands-on GenAI experience—the missteps, the breakthroughs, and the unexpected ways AI truly drives business value. You’ll walk away with real-world success stories and practical steps you can implement right now to make GenAI matter for your clients.
No buzzwords. No miracles. Just the gold—if you know where to dig.
17:10 - 19:00 - Networking with Food and Drinks
Wrap up the day by connecting with fellow attendees, discussing key insights from the sessions, and exploring opportunities for future collaboration.
Claim your free seat for this event
Please leave your business email below if you want to be part of this event.