AI is reshaping marketing from both sides: changing how customers discover, evaluate and choose brands, while transforming how marketing organisations make decisions, create at scale and drive measurable growth.
Join Google & Artefact for an executive morning combining leadership perspectives, real cases and live technology – including insights from Linda Cereda, former Nike marketing leader – around three critical questions:
Can your brand still be chosen?
Can your marketing teams move fast enough?
And can you prove what actually drives growth?
Agenda highlights
09:00 – 09:30 | Arrival & registration
09:30 – 09:45 | AI is changing both sides of marketing
by Jan Hendrik Fleury (Artefact) and Rutger Tuit (Google)
A sharp introduction to the two forces reshaping marketing.
– Outside-in, AI is increasingly influencing how consumers discover, compare and choose.
– Inside-out, AI is changing how marketing teams connect strategy, audiences, content, activation and measurement.
09:45 – 10:30 | Will your brand still be discovered and chosen?
by Linda Cereda (ex-Nike) & Arlette van Opzeeland (Artefact)
Explore how AI is changing discovery, consideration and customer decision-making, and what this means for brands competing for relevance and preference. Linda brings the leadership perspective from Nike, while Arlette brings it to life with a case showing how AI-powered content can create relevant experiences at scale and strengthen visibility across traditional and emerging AI-driven discovery.
10:30 – 11:00 | Break
“We’ve looked at how AI is changing the way customers make decisions. Now we turn the lens inward: how should marketing change the way it creates value?”
11:00 – 11:20 | Can marketing move at AI speed?
by Sjoerd Lops (Artefact)
Discover how AI can transform the marketing operating model by connecting strategy, audiences, content, activation and insights. Through an end-to-end campaign case we explore how AI can reduce friction and help marketing teams move faster, smarter and at greater scale.
11:20 – 11:40 | From AI ambition to AI-driven marketing
by Gijs van Eijsden (Google Cloud)
In this session, Gijs explores how Google’s Agentic Data Cloud enables a new generation of data- and AI-driven marketing. By federating and connecting enterprise data with marketing data AI models and intelligent agents, marketers can move faster from insight to action — improving strategy and planning, accelerating creative production, optimizing media and delivering more personalized customer experiences.
11:40 – 12:00 | AI automation doesn’t automatically mean better
Dirk Melief (Artefact)
This session introduces measurement and experimentation as the control and learning system of AI-enabled marketing: moving beyond channel optimisation and attribution to understand which marketing euros actually deliver business impact. Next to that Dirk will showcase via a vision and demo how an AI agent is able to use information from MMM, Attribution, Business Context and Experiments to become your true marketing investment partner.
12:00 – 12:05 | Wrap up
Jan Hendrik Fleury (Artefact)
12:00 – 13:00 | Lunch & networking
Please RVSP to reserve your spot.
Speaker(s)
Gijs van Eysden, Cloud Data Analytics Specialist
Gijs combines 13 years of Google Advertising experience with deep expertise in Data and AI. He helps organizations connect marketing signals with scalable cloud platforms, turning first-party customer data into AI-ready foundations on Google Cloud that drive measurable business growth.
Linda Cereda, Strategic Partner and Advisor
GAIO Tech / Ex-Nike
Linda brings 20 years of international and diverse domain expertise across digital, consumer insights & data, marketing, wholesale and retail, business and financial planning.
Sjoerd Lops, Director Media & Marketing Strategy
Artefact
Sjoerd has over a decade of experience in digital marketing and media strategy, working with international brands across retail, travel, FMCG, and fashion. He specializes in multi-channel campaigns, programmatic media, and data-driven strategies that deliver measurable results.
Jan Hendrik Fleury, Senior Data & AI Consulting Director
Artefact
Jan Hendrik Fleury has 15+ years of experience in Customer Data Platforms of all types, including Warehouse CDP’s. He blends technical expertise with a consultative approach to drive transformation and achieve results. He also chairs the Data-Driven Marketing Association, Chapter Data, Decisions & Engagement, he lectures at Beeckestijn Business School about data strategy, data platforms, data privacy, and AI ethics.
Rutger Tuit , Senior Leader & Board Member
Rutger is a digital and commercial leader with over 25 years of experience spanning technology, media, and marketing. He has spent more than 9 years at Google, where he has led large-scale commercial organizations, driven strategic growth across the Benelux region, and shaped go-to-market strategies for some of the company’s most impactful advertising and technology solutions.
Dirk Melief, Senior Director Data & AI Marketing
Artefact
A highly experienced and result-driven marketing leader with over 15 years of experience, specializing in Digital & Data Marketing usecases driven by Technology, 1P data and AI. Leading and managing multidisciplinary teams across digital marketing always maximizing the business value through data-driven initiatives. Hands-on experience with major marketing platforms, a deep understanding of the customer journey, maximizing marketing ROI via MMM, Attribution and incrementality studies. Before Artefact he worked client side at Essent and technology side at Google, he is also part of the AI commission of the DDMA.
Arlette van Opzeeland, Head of SEO
Artefact
Arlette is an SEO expert with 8+ years of experience in SEO, content, and digital marketing. She is passionate about AI-driven search, Generative Engine Optimization (GEO), organic growth, and building high-performing teams.
