Fuck the System, And Other Bad Ideas For The Future
From Blue Links to Human Answers: How Reddit Is Powering the Next Era of AI Search
Generative AI is changing how people search, replacing long result pages with conversational answers grounded in real human experience. Large language models now often rely on Reddit conversations for timely, niche and trustworthy signals. For brands this means that what people say about you on Reddit can influence whether you appear in AI answers at key decision moments. In this session I will share fresh data on Reddit and AI search and show how marketers can turn community conversations into measurable impact.
3 key takeaways:
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Understand the new search stack:
How AI search products use Reddit and why community conversations are so prominent in AI answers compared with traditional search content. -
Turn Reddit conversations into AI visibility:
Concrete tactics for brands and agencies to structure paid and organic activity on Reddit so that they spark the kinds of discussions large language models like to reference, without falling into spammy behaviour. -
Measure what matters in an AI powered world:
A simple framework that links Reddit ads and brand participation to downstream signals such as AI citations, high intent traffic and conversions, and how to explain this impact internally to marketing and data teams.
SpecExtract: How AI Simplifies the Invisible Work
AI Agents: They Work Hard, So You Don’t Have To — AI
Despite massive spending on AI, an MIT study shows that 95% of organizations see little to no measurable ROI. The issue isn’t the technology itself—it’s that most AI remains disconnected from real business workflows. Agentic systems are emerging to bridge that gap, turning intelligence into autonomous action and measurable outcomes. This session will explore how shifting from passive AI models to active AI agents unlocks the true return on AInvestment.
IAB MIXX Awards Innovators Panel: behind the Winning Ideas
- Gold IAB Mixx Award Winner - Digital MarTech & Innovation - Effective Use of Data / Dashboarding - ICI PARIS XL & Mindshare - Next Generation Attribution
- Bronze IAB Mixx Award Winner – Lead Generation Campaign - Telenet & AdSomeNoise (Telenet Stream-Off: Guess the Series Before the Picture Clears)
- Bronze IAB Mixx Award Winner – Best Use of AI - Samsung & AdSomeNoise (No Review Left Behind: How sAImmy Helps Samsung Reply at Scale)
AI in Action: Redefining How Operations Serve Customers
AI is no longer a “nice to have” in banking operations; it is a core driver of efficiency, scalability, and customer experience. As customer expectations rise and operational complexity increases, banks must move from experimentation to value-driven AI adoption. This session highlights how AI can unlock tangible impact across banking operations, with a particular focus on customer care and contact centre. Practical use cases, key lessons learned, and operational priorities will be explored. The discussion also looks ahead to the future of AI and innovation in banking operations.
3 Key Takeaways for Participants
- Where to Focus First to Unlock AI Value
- How AI Is Transforming Customer Care
- What’s Next for AI in Banking (Operations)
From FOMO chaos to controlled AI implementation
Beyond Feedback: Building What No One Asked For
Data-driven creativity: a case study in credible sustainability communication
1. Scientific credibility measurement at scale
Walk away with the five research-backed drivers that determine whether audiences believe your sustainability message—and understand how AI can analyze all your content.
2. Data as creative fuel, not creative constraint
See how objective credibility scores eliminate guesswork and subjective debates, freeing your team to focus on what actually works—backed by concrete evidence of improvement.
3. Why "human in the loop" is your competitive advantage
Learn the collaborative rhythm where AI measures and humans interpret—the only approach that delivers both data-driven effectiveness and authentic storytelling that connects.
MIXX Awards Innovators Panel 2: Meet the Game-Changers
- Gold IAB Mixx Award Digital Campaign - Branded Content - Proximus & AKQA - Generation Opera
- Silver IAB Mixx Award Digital Campaign - Branded Content - Helan & AKQA If I could talk to my younger self
- Gold IAB Mixx Award Digital MarTech & Innovation - Best Belgian Marketing Tool - L’oréal Benelux & Serviceplan Group - The MAKELINE - Craft at Scale for L’Oréal
- Bronze IAB Mixx Award Digital MarTech & Innovation - Virtual and Augmented Reality / New Technos - Fanta (The Coca-Cola Company) & Bauer Media - Fanta x Beetlejuice - Antwerp Central Immersive Station takeover
Closing Cocktail — Let’s wrap up with a cocktail and take this moment to enjoy a drink while networking together
