Date & time
3 & 4 december, 09:00 - 18:00, walk-in form 08:00
Brussels Gate, Alfons Gossetlaan 9, 1702 Groot-Bijgaarden, België
Your most important customer is a bot, not a human. That is the premise Stijn Bergmans, Head of AI Search at Follo, brings to the BAM Marketing Congress. On 3 and 4 December 2026, more than 1,750 marketers gather at Brussels Gate in Brussels for the 45th edition, with more than 60 speakers across two days.
People search more than ever, but less and less of that searching is done by people. An agent in ChatGPT, Gemini, Google's AI Mode or Copilot searches, compares, judges and chooses on your customer's behalf. With agentic commerce it will soon order and pay as well, without your customer ever seeing your website.
Not being named means not existing. And even the makers of the large models say they do not fully understand how their model arrives at an answer. So how do you optimise for a black box, and how do you prove it pays off?
Key takeaways
- Why AI visibility is the start and not the KPI, and which follow-up actions you can measure
- The difference between being named and being recommended, and why those are two different problems
- How much of an AI answer you really own compared with your competitors, and what to do with that in your content
- The A/B test behind 40% more ChatGPT recommendations and 27% more revenue
The BAM Marketing Congress is the annual congress of BAM, the Belgian Association of Marketing. Brands, agencies and decision-makers come together around the ideas and developments that will shape the profession in the years ahead. The programme is broad: from brand strategy, storytelling and neuromarketing to AI, pricing and performance marketing. The 2026 edition marks that anniversary.
