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11:20 - 11:50 | Kavelmelk 1

Stijn Bergmans, Strategy Lead bij Follo

AI Search is no longer a thing of the future, it’s happening right now. Google is transforming into an AI-driven search engine, while ChatGPT, Claude and Perplexity are completely redefining how we search. Classic search results are disappearing, making way for AI answers and contextual recommendations. The question is: will your brand be visible when AI platforms generate answers?

In this session, Stijn Bergmans reveals what truly works to get included in LLMs. Using concrete examples, he shares tactics for data structures, content, and the metrics that matter. No abstract theory, but directly applicable insights to help position your brand as the trusted source in an AI Search world.

You’ll learn:
➤ Which data structures AI platforms pick up
➤ How to optimize your content for AI citations
➤ Which metrics matter to monitor visibility

Stijn shows you how to take control of AI Search and ensure your brand doesn’t disappear, but instead claims authority in this new search landscape.

12:00 - 12:30 | Kavelmelk 1

Thijs Verhoef, Founder Brandsom - part of Follo

Marketplaces have become an essential part of the e-commerce mix. But let’s be honest: not every channel truly contributes to your results. In this session, Thijs shows you how to strategically leverage platforms like Bol, Amazon, TikTok Shop and others to drive both margins and brand value.

Many brands see marketplaces mainly as an additional sales channel. But without a clear strategy, they often cost more time than they deliver. With the Channel Added Value model (CAV), Thijs gives you direct insight into which channels add real value to your brand, and which to avoid.

Using data, real-world examples, and a smart scorecard, Thijs walks you step by step through how to make decisions that strengthen your channel strategy. No scattered experiments, but a deliberate approach that elevates both your performance and your brand experience.

You’ll walk away with practical tools to:
➤ Evaluate marketplaces on more than just sales
➤ Align your channel strategy with your brand goals
➤ Efficiently decide where time and budget deliver the most impact

This session shows you how to use marketplaces not just to drive revenue, but to build brand value. Smarter choices, sharper focus, stronger results.

13:15 - 13:45 | Kavelmelk 1

Stijn Bergmans, Strategy Lead bij Follo

Google is no longer the only playing field. TikTok is Gen Z’s search engine, Reddit dominates informational queries, and marketplaces like Amazon shape purchase decisions. The question is: are you still optimizing only for Google while your audience is already searching elsewhere?

In this session, Stijn Bergmans shows you how to win across all platforms that matter. He’ll share how to achieve multi-platform visibility, how to tailor content to the unique rules and dynamics of each channel, and how to deploy one smart strategy that works simultaneously for Google, TikTok, YouTube, Reddit and marketplaces.

Through practical examples, you’ll discover how to spread organic traffic wisely and build authority where your audience is actually searching. No outdated SEO tricks, but a future-focused approach to expand visibility and impact in a world where search is everywhere.