From 12:30 to 12:55
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A new era of advertising and content creation — A new era of advertising and content creation
We will discuss how the multiple forms of AI : GenAI, automation, etc, will have, and already have an impact on advertising and content creation. But mostly we’ll cover what this really means for brands and how they can leverage that new superpower to make advertising great again.
3 Key Takeaways
- Impact of AI on advertising
- How brands can leverage this
- AI is nothing without human intelligence.
TikTok
Vincent Pierquet
From 12:55 to 13:20
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Cut the “slop”: How to find focus and act with confidence in noisy times
When social is everything, marketers need the skills and tools to understand and influence the conversation. But how do you spot real trends and connect with the audiences that matter amid all the noise? In this session, we’ll share original research on where the world of social is moving and show you how to find the intelligence you need to make bold moves with confidence in 2026.
3 Key Takeaways
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Feel grounded in our noisy social landscape, with insights derived from millions of online conversations
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Understand the skills and tools you need to resonate and build trust amid all the “slop”
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Get practical tips that’ll help you step into your 2026 social media activities with confidence
Brandwatch
Gemma Joyce
From 13:20 to 13:45
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IAB MIXX Awards Innovators Panel: behind the Winning Ideas
From mastering the algorithm to setting new benchmarks, the IAB MIXX Awards Social Media & Influencer Marketing winners take the stage at Social Media Summit to unveil the thinking behind their winning campaigns.
AKQA
Joachim François
WPP Media
Mathieu Peyronnaud
Brand New Day
Giacomo Citton
From 14:10 to 14:35
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Solving the Social Media Manager’s Time Crisis – not only with AI
Real-world insights from working with social media managers and marketers. What actually saves time, what doesn’t, and how AI boosts output without adding noise or complexity.
Tech entrepreneur and CEO, Marek is the founder of Kontentino and Allfred.io – SaaS products helping agencies worldwide bring clarity, structure, and collaboration to their daily work. With over 15 years of experience at the intersection of creativity and technology, he also co-founded TRIAD Advertising, a 100+ person agency awarded multiple “Agency of the Year” titles and more than 100 international awards, including Cannes Lions.
Driven by a passion for building tools that turn chaos into clarity, he focuses on rethinking how agencies work, collaborate, and scale in a fast-changing digital world. 3 Key Takeaways
Driven by a passion for building tools that turn chaos into clarity, he focuses on rethinking how agencies work, collaborate, and scale in a fast-changing digital world. 3 Key Takeaways
- Where AI truly saves time and how to reduce copy-paste work to a minimum
- Where AI looks helpful but actually wastes time, creates noise, and pulls teams into rabbit holes
- How to organize your workflow so AI speeds you up instead of slowing you down
Kontentino
Marek Mrázik
From 14:35 to 15:00
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Working with Content Creators: Opportunities and Pitfalls
This session dives into influencer marketing as it really works in 2026, straight from the perspective of a content creator who’s run dozens of brand collaborations. Learn how to identify authentic partnerships, create win-win campaigns, and cut through the noise of vanity metrics. Expect practical, real-world insights and zero fluff here!
thetinynomad / Kefi Agency
Charlotte Deprez
From 15:00 to 15:25
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From Organic Reach to AI-Driven Social Media: How Algorithms Have Changed Everything
From Organic Reach to AI-Driven Social Media: How Algorithms Have Changed Everything
Social media has changed more in the past 3 years than in the previous decade. Organic reach is shrinking, paid distribution is becoming essential, and AI-powered algorithms are reshaping how content is delivered.
This shift can be seen clearly, from Meta’s GEM and Andromeda to LinkedIn’s new Qualified Audience Model.
In this session, Fabian Delhaxhe will break down the evolution of social algorithms, explain why the era of free reach is over, and show how companies must adapt their social strategy in 2026. You will discover a clear roadmap: what to change, what to stop, and how to leverage AI-driven platforms to stay ahead.
If you want to stay visible in 2026, this talk is for you.
3 Key takeaways
- The business model and the natural evolution of social media platform leads to enshittification
- Organic and Paid strategies are now one single strategy
- Raw and backstage contents will be the trend to follow in 2026
la Super Growth Boite
Fabian Delhaxhe
From 15:35 to 16:00
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Late to TikTok, First in Culture
Basic-Fit Belgium launched its national TikTok account with one clear ambition: enter the audience’s culture immediately, using concepts that feel native to the platform.
We designed a 3-step launch with three videos built around anticipated audience reactions because we already knew the community codes, the jokes, and the pain points.
By leaning into bold creative choices (including intentionally using an “old” trend and making the iconic Basic-Fit bag a central character), we triggered instant engagement and debate.
Result: a confident launch, fast cultural relevance, and a strong follower base from day one.
3 Key takeaways
- A clearer understanding of how TikTok really works (culture, attention, and platform-native mechanics).
- A practical framework to approach brand communication on TikTok in a more relevant, native way.
- How to anticipate audience reactions and build launch content that earns engagement (not just impressions).
Socialsky
François Pliester
From 16:00 to 16:25
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Who’s the boss? You, or your notifications?
Who’s the boss? You, or your notifications?
We live in a world where everything demands our attention—notifications, meetings, messages, urgency.
This keynote exposes the real mental cost of constant accessibility, and why it quietly erodes focus, energy, and connection.
You’ll discover how small, deliberate choices—clear boundaries, smarter communication norms, and visible leadership—create calm and clarity again.
Not a digital detox sermon, but a shift toward leadership over attention—because people don’t follow words, they follow behaviour.
The impact: more peace, better decisions, and stronger human connection at work and at home.
3 Key Takeaways
- A new lens: attention is leadership. Participants understand why this isn’t about “using less tech,” but about reclaiming ownership of focus and energy—personally and culturally.
- A boundary blueprint that actually works. Concrete, low-friction practices (e.g., notification rules, meeting-free blocks, “after-hours” agreements) that reduce noise and increase quality of work and collaboration.
- Behaviour that sets the standard. How to model the habits you want your team/family to adopt—because norms shift fastest when leaders make the invisible visible.
Quyet
Yasmin Vantuykom
From 16:25 to 16:50
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Culture Is the Algorithm
Why cultural relevance now drives reach, trust and performance on social media
This talk will focus on how cultural signals, identity, context and community dynamics increasingly influence social media performance often more than formats, tools or platform mechanics alone. It will bridge strategy, content and real-world cases to help brands and social media professionals better understand what truly resonates with audiences today.
Tissal
Wahiba Yachou
From 17:00 to 18:00
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Closing cocktail — Let’s wrap up with a cocktail and take this moment to enjoy a drink while networking together
