12.30 – 1.30 PM: Networking Lunch & Immersive Demos
Come early, grab lunch and dive into hands-on AI experiences. From virtual try-ons to synthetic audiences, explore how “AI Made Real” comes to life.
Demos will remain open throughout the afternoon from 12.30 PM to 6 PM.
1.30 – 1.45 PM: Welcome keynote
Join our host Alex Van Gestel as he introduces the conference theme: “AI Made Real”.
Speaker:
Alex Van Gestel, VP, Head of Benelux, Empathy Lab by EPAM.
Throughout the sessions, join our live quiz and compete for a special prize you’ll definitely want to win. Winners will be revealed at the end of the day!
1.45 – 2.25 PM: Panel - Beyond the Buzzword: Turning AI into Real Business Value
AI is everywhere - but how do we move from hype to real impact?
In this 30-minute panel, Jean-Vianney Philippe, one of Belgium’s most respected voices in media and marketing, moderates a conversation with Azhar Kholwadia, Global Head of Digital and Grow that Aston Martin, Pieter Duron, Digital Transformation & Growth Executive at TVH & Virginie Simeons, Marketing & Digital Engagement Director at Empathy lab. Together, they’ll share their experiences, challenges, and breakthroughs in making AI deliver measurable business value. Expect sharp insights, practical lessons, and a clear-eyed look at what it takes to turn AI ambition into meaningful outcomes.
Speakers:
Pieter Duron, Global Ecom Merchandising Executive, TVH
Azhar Kholwadia, Global Head of Digital and Growth, Aston Martin
Virginie Simeons, Marketing & Digital Engagement Director, Empathy Lab by EPAM
Moderated by:
Jean-Vianney Philippe, Owner & Managing Director, Media Marketing
2.25 – 2.50 PM: Agile-to-AI journey with Ahold Delhaize
Speakers:
Ksenia Sartori Associate Director, Digital Engagement, EPAM,
Thanh Ha Alex Nguyen, Senior IT Director Data Analytics & Digital Engagement, Ahold Delhaize
2.50 – 3.20 PM: Coffee break & Immersive Demos
Refuel with coffee and keep exploring our live demos. From smart retail to synthetic audiences, the demo zone remains open all afternoon.
3.20 – 3.45 PM: The CMO as Growth Architect
In this session, David shares how AI-Native Growth Orchestration transforms both customer journeys and organizational capabilities. Featuring case studies from Mars, Reckitt and more, learn how brands are building systems that deepen loyalty, drive connection, and create scalable, measurable success in an AI-first world.
Speaker:
David Billings, VP, Empathy Lab by EPAM
3.45 – 4.10 pm: Innovation in Marketing Measurement with Mars Wrigley
As a CPG, how do you build a better link between your media investment and incremental in-store sales? That was the challenge Mars Wrigley set out to solve. In this session, they will uncover how they unlocked real-time sales incrementality measurement by combining fragmented media and retailer data into one AI-ready ecosystem. The result? Insights that empowered marketing and commercial teams to test, collaborate, and drive smarter business decisions.
Speakers:
Lía Inoa Pimentel, Sr. Global Manager, Brand Experience & Media Measurement at Mars Wrigley
Liz Salway, Managing Principal, Marketing Consulting, Empathy Lab by EPAM
4.10 - 4.35 PM: Being a CMO in a digital World
How do you reinvent your job of CMO in a rapidly evolving digital world? What do you need to avoid becoming obsolete over the next 5 years? Knowing all the tools and having all the data is not enough to be successful. You need a different way to think about your job! Come and discover the art of thinking of a CMO in a digital world.
Speaker:
Luc de Brabandere, Ldb, Corporate philosopher, cofounder of Cartoonbase
4.35 – 6.00 PM: Demos & Networking Session
End the day with hands-on exploration and great conversations. Explore the demo zone one last time, meet our speakers and connect with peers over a drink. And we’ll announce the winners of our live quiz and award them their well-deserved prize.