IAB Afterwork 5@7: The Evolution of Search in the Age of AI and Retail Media
Search isn’t what it used to be and that’s a good thing. Today, it’s less about keywords and more about conversations, recommendations and context. With AI transforming how people discover, explore and interact online and retail media networks stepping into the spotlight, the rules of the game are being rewritten.
At this afterwork, we're diving into how the search model is evolving - fast. From ChatGPT-style queries to retail sites becoming the new “search bars”, this isn’t just a trend. It’s a shift in how brands, media and consumers connect.
What’s in it for you?
- Real talk about how AI is changing the discovery journey
- How personalization and intent are being redefined
- Why retailers are becoming the next big media platforms
- And most importantly: what all of this means for your job, your brand or your next big idea
We’re bringing together smart voices from across the industry to unpack what’s changing, what’s coming next and how to stay ahead. Think of it as your cheat sheet to the future of search but with drinks.
Whether you're a marketer, strategist, creative or just plain curious; this is the space to connect, learn and unwind.
Join us at our IAB Afterwork on September 25 and grab a drink, meet great people and leave with fresh insights.
Program
16:30: Doors open
17:00 - 17:05: Welcome and introduction
17:05 - 17:40: Keynote presentation(s)
17:40 - 18:00: Panel #1 - The Real Power of Conversational AI
We’ve all chatted with bots but conversational AI is quickly moving way beyond scripted replies. Imagine browsing and buying your next outfit through a natural conversation or rebooking a flight with an AI agent that actually gets your frustration and solves your issue on the spot.
In this panel, we’ll explore how conversational AI is reshaping real-world business interactions (from e-commerce to customer service) and what it takes to make these experiences feel seamless, human and truly helpful.
What’s possible when AI doesn’t just respond, but understands? And what are the risks and realities of going deeper with this tech? Join us as we unpack the future of dialogue-driven digital experiences and how brands can lead the way.
18:00 - 18:15: Break
18:15 - 19:00: Panel #2 - The New Rules of SEO
Forget everything you thought you knew about SEO. Search isn’t just happening on Google anymore; it’s happening in chat apps, AI tools like ChatGPT and Perplexity and even inside retail platforms. Discovery is now driven by conversations, context and intelligent systems that don’t play by the old rules.
In this panel, we’ll explore how forward-thinking brands in the Benelux region are adapting to this shift, redefining SEO strategies to show up where it really counts today. From optimizing for AI-driven search results to creating content that meets people where they are, this is your inside look at what’s actually working.
19:00: Networking
Practical info
Date: September 25, 2025
Timing: 05:00 PM - 07:00 PM
Venue: iO Campus – WATT Toren (First Floor), Mechelsesteenweg 271, 2018 Antwerp
Rates:
- BAM Member: € 49 excl. VAT
- BAM Non-Member/Friend+: € 79 excl. VAT
Register now >