Empowering marketing with GenAI: From first steps to scalable personalization
Discover how (gen)AI is transforming marketing—from early experiments to enterprise-scale personalization. Maissa Larbi and Werner Mathijs from Keyrus share practical insights on selecting high-impact, sustainable use cases and present real-world applications developed for internal use at Keyrus and for their clients.
From cyber readiness to compliance: AI’s role in the new EU reality
Cybersecurity is moving fast: threats are escalating, and organisations face growing expectations around readiness and incident reporting. AI can help — but only if it’s applied in a way that reduces risk and workload, rather than creating new complexity. In this session, Ulrich Seldeslachts shares practical insights from European, field-tested initiatives focused on two real […]
Why the $13 trillion construction industry has no choice but to go AI. And who’s leading the charge.
Construction has lagged behind every other industry in productivity for 50 years. AI is the reset button. I’ll walk you through exactly how forward-thinking builders, contractors, and developers are using AI today to win bids, reduce waste, and deliver projects on time — and what happens to those who don’t adapt.
Maissa Larbi
Maissa Larbi is a Manager & Digital Analytics Lead, passionate about using data and marketing technology to drive measurable business impact. She combines hands-on expertise in digital analytics and marketing automation with a pragmatic, stakeholder-focused approach—helping teams turn insights into better decisions, smarter campaigns, and clearer performance steering.
Oscar Gutierrez
I turn specialized knowledge into actionable insights for AI. As a Data Scientist, my focus is on a single, powerful goal: converting complex, unstructured data into structured knowledge graphs that power Generative AI and LLMs (Large Language Models). I specialize in extracting niche expertise—like construction laws or legal precedents—and building a semantic layer that allows […]
Werner Mathijs
Werner Mathijs is Director Unit Digital Customer Solutions & Marketing at Keyrus in Brussels, where he leads work at the intersection of digital customer experience, data and marketing technology. At Keyrus, he helps organisations translate digital strategy into measurable impact—connecting teams, processes and platforms to improve how companies engage customers and make data-informed decisions.
I taught AI how I work. Now it works for me.
From chat to coworker: A live demo of what AI can actually do in 2026 Three years ago, Tamara Gielen started having real working sessions with AI. Strategy thinking, workshop design, client problems, content creation, expertise refinement. Thousands of them. Most people delete that history, or never look at it again. Tamara did something different. […]
Building AI where nothing is digital
Attention farming 2.0? The OG of artificial intelligence is about to reclaim its position! Some of the biggest opportunities for AI lie in places where Wi-Fi is bad, boots are muddy, the smells are strong, and the “users” weigh 600 kilograms. For now, maybe AI has its limits. So do we. That shouldn’t stop you. […]
Jan Mol
Jan Mol is an entrepreneur, publisher, and co-founder of several media platforms and trade publications in niche markets where craftsmanship, innovation, and entrepreneurship come together. Through Draeckensteijn Media and as founder of Zonwering Expo, he builds strong communities, content ecosystems, and live meeting platforms that help industries move forward. He is also co-owner of Knackpunkt, […]