In this talk, Jurre will explore how search has fragmented across platforms, from YouTube and TikTok to AI assistants, and why one-size-fits-all visibility strategies no longer work. Drawing on real-world experience, he'll share a practical framework for thinking "search-first": starting from what audiences actually need before choosing channel or format. Attendees will learn how to design video content, distribution, and discovery as one connected system, why video has become critical to both human discovery and AI citation, and how to build messaging that's both memorable and structurally discoverable.

With AI making content faster and cheaper to produce than ever, brands are competing for attention in an increasingly crowded digital world.

In this talk, Bilal Muhammad explores why creating more content isn't the answer. Drawing on more than a decade in social media and campaigns generating millions of views, he reveals how brands can move beyond chasing algorithms and build social content that people actually notice, remember and care about.

From the rise of AI to the obsession with going viral, Bilal will challenge how brands think about attention and introduce a practical framework for building a brand that stands out in the scroll.