FolloTalks Live: Making AI pay off – from AI strategy to business impact

Mark van Hattum, CEO Follo

Your customers no longer search the way they did two years ago, and your strategy shouldn't either. AI Overviews, chatbots as a search channel, declining clicks to your website: the rules of the game have fundamentally changed in a short time. Mark van Hattum, CEO of Follo, uses concrete cases to show what actually works today, for both consumer brands and B2B organisations. He then looks ahead: AI agents will soon be choosing and shopping on your customer's behalf, and that changes who or what gets chosen. Mark translates that into concrete tactics: how to keep your brand findable and choosable for AI systems, and how to act today on what will be standard tomorrow.

Noah Gillard, Senior AI Engineer / GCP Engineer

Almost every company is 'doing something' with AI, but many initiatives stay stuck in the pilot phase. The difference between companies that successfully scale AI and those that keep experimenting isn't the tool, it's the process: clear workflows, measurable goals, and the discipline to stop what isn't working.

For Belgian organisations, there's the added challenge of a multilingual market and GDPR. Using concrete cases, Follo shows how we apply AI, from automation to data-driven decision-making, always tied to concrete business objectives. You'll learn how to move from an isolated pilot to a scalable way of working.

Bring your challenge! Our experts are ready to personally think through your marketing and AI questions with you. Discuss a specific challenge, present a case, or test your plans on AI, SEO, GEO, content, and automation.

Judith de Rooij, Head of Social

Everyone says you need to be everywhere: TikTok is the new Google, Reddit the new search engine, YouTube the second-largest search engine in the world. But no one tells you where you should be and what you should say there. Most content strategies are built on gut feeling and copying competitors, resulting in mediocre content across too many channels that reaches no one. 

Judith de Rooij shows how topic modeling across Google, TikTok, YouTube, and Reddit lets you data-drivenly pinpoint where your customer actually searches, and how to turn that into one strategy that fills the messy middle. The exact framework we use for e-commerce brands: which platforms genuinely drive impact, how to turn cross-platform search data into actionable content, and why 80% of the "search everywhere" advice out there doesn't work.

Mark van Hattum, Noah Gillard and Judith de Rooij

Throughout the afternoon, we'll gather questions, insights, and discussion points from the room, through group conversations and live input from attendees. From the next shift after SEO and GEO, through cross-platform search and content, to AI that actually delivers: in the closing panel, Mark van Hattum, Judith de Rooij, and Noah Gillard will discuss the questions raised by everyone in the room. No pre-written script, just a direct response to what you've brought in yourselves. Got a question of your own? Ask it live during the panel.

Bring your challenge! Our experts are ready to personally think through your marketing and AI questions with you. Discuss a specific challenge, present a case, or test your plans on AI, SEO, GEO, content, and automation. Catch up with peers, exchange experiences and learnings, and wrap up the afternoon in a relaxed way with drinks and bites.