Register for the Beyond the AI Hype Event

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.

13:30 - 14:00 – Arrival & Welcome

Let's start with a coffee to start

14:00 - 14:20 – Case: AI for Content Validation

Discover how AI-driven tools streamline content validation by automatically detecting inaccuracies and ensuring compliance. In this session, we’ll explore real-life applications, best practices for implementation, and ways to scale AI solutions for more efficient, reliable content reviews.

14:20 - 14:40 – The Future of Search: How AI is Transforming SEO - by Matti Vissers (The Reference)

Forget everything you thought you knew about SEO — AI is flipping the script. From lightning-fast keyword research to smarter content strategies, this session dives into how AI is transforming the way we win in search.

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 – Case: AI on Products & Visuals

Find out how AI can enhance product presentations through high-quality visuals, refined image recognition, and automated visual personalization. This session will showcase real-world examples and offer guidance for incorporating AI-powered visuals into your product workflows.

15:00 - 15:20 – Debat

What do experts in the field have to say?

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

Explore how AI-powered anomaly detection identifies unexpected changes in search data, offering timely insights into user behavior and potential technical issues. This session highlights the use of advanced algorithms to uncover hidden patterns, reduce operational risks, and optimize your digital strategy.

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

This session is all about what’s actually possible today. We’ll walk you through our B2B webshop proof of concept: a powerful new solution that blends composable architecture with generative AI to deliver smart, personalized, and truly scalable webshop experiences. From intelligent product search and recommendations to content tailored for specific buyer personas, we’re bringing the ease and precision of consumer shopping into the B2B world. Join us for a live demo that’s fast, flexible, and built for what’s next.

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.

Event - Beyond the AI Hype - May 20th, 2025

Transforming Vision into Reality

Discover AI for Marketing

Unveil AI in Building Your (Commerce) Website

"70% of WFA members report using AI in their marketing department, but only 16% say they are able to scale it successfully."

Program

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