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Strategic thinking and upskilling as priorities in marketing in the age of AI
AI may be transforming how marketing work gets done, but it is also increasing the value of ...UBA Focus News
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Presenting an AI vision within your company or team: from strategy to sense-making
Today, AI is no longer a peripheral experiment for many organisations. According to McKinsey...UBA Focus News
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AI in advertising: new guidelines for transparency and responsible use
To help the Belgian advertising ecosystem use AI responsibly, the Advertising Council and it...UBA Focus News
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When is it mandatory to disclose the use of AI in advertising?
From 2 August 2026, new transparency obligations under the European AI Act become applicable...UBA Focus News
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Data governance as a growth lever
At the UBA Exchange Community Data & Tech session, experts showed why marketing performa...UBA Focus News
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How to improve personalisation and targeting in a fragmented customer journey
During the UBA Exchange Community Data & Tech session, experts from iO, Google and Publi...UBA Focus News
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Blog series - In the age of AI, agencies must become true strategic partners. (2/5)
During two round tables, UBA brought together advertisers from different sectors to explore ...UBA Focus News
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How agentic AI reshapes customer support
On 19 May 2026, the UBA 60 minutes session with Hannah Patronoudis and Michiel Vandendriessc...UBA Focus News 60 minutes
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Give AI context to improve competitiveness
AI is becoming a new intermediary between your customers and your brand. To be found, unders...UBA Focus News
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EU delays AI labelling requirements to 2 December 2026
The application of AI labelling and transparency requirements under the EU AI Act is expecte...UBA Focus News
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Blog series - Brand-agency collaboration in times of AI. Four key insights. (1/5)
AI is not just transforming how work gets done. It is reshaping the expectations, roles and ...UBA Focus News Publications
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Agentic search: what brands must do
Agentic search is moving from answers to actions. In this 60 minutes session, Germain Deflan...UBA Focus News 60 minutes
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How agentic AI reshapes media planning
In this session of 60 minutes on agentic AI in media campaigns, David Billings, Chief Strate...UBA Focus News 60 minutes
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Apply AI transparency in marketing communications: a practical guide for brand leaders
Images, videos, voices, visuals and texts generated or enhanced by AI are now part of the ev...UBA Focus News
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Can AI help you? Designing CX for the AI-Native Generation
Gen Z and Gen Alpha treat technology like an extension of themselves. Marketers and brand ma...UBA Focus News
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When should you disclose the use of AI in advertising?
Artificial Intelligence is everywhere in advertising creation: images, videos, text, audio, ...UBA Focus News
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9 Customer experience trends for 2026 and beyond
Customer experience is entering a new phase. Not an incremental one, but a structural shift....UBA Focus News
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Marketing and IT: how L’Oréal builds shared governance for innovation
During a recent UBA session in partnership with WPP and the Institute for Real Growth (IRG),...UBA Focus News
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How can you adapt to the rise of zero-click search?
On 21 November 2025, the UBA Exchange Community Content explored the revolution of zero clic...UBA Focus News
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How AI is already transforming the landscape of paid search
During a “60 minutes” session, Jonas Geiregat, Senior Business Consultant at Sem...UBA Focus News 60 minutes
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How search habits are evolving
During a “60 minutes” session, Cédric Cauderlier, Lead Digital Strategist...UBA Focus News
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Is your online visibility at risk? How AI search is changing organic traffic
Organic search is going through a true revolution. With the rise of generative AI and shifti...UBA Focus News
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12 principles for responsible AI in advertising
The Advertising Council and its members including UBA, publisch new guidelines to help brand...UBA Focus News Publications
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Brand building in the AI race: mind your audience’s hurdles
Artificial intelligence is rapidly transforming businesses, products and services. But amids...UBA Focus News
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How agentic AI is reshaping your marketing team
What lies beyond automation? The opportunity to start building a truly empathic brand...with...UBA Focus News 60 minutes
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Bias in AI: risks for brands
Generative AI reflects the biases of our society. For brands, adopting an inclusive approach...UBA Focus News 60 minutes
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How AI is reshaping market research
We’re in the midst of a seismic shift in the insights and intelligence industry. Power...UBA Focus News 60 minutes
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Lies Eeckman chairs the jury of the Belgian Marketing Awards 2025
Lies Eeckman, Managing Director of Polestar Belgium-Luxembourg, will chair the jury of this ...UBA Focus News
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AI in content creation: real-life use cases from agencies and brands
During the Exchange Community Content on 28 March, three inspiring talks revealed how agenci...UBA Focus News
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How UBA brand members are already using AI
UBA’s latest publication shares 12 key takeaways from Belgian marketing leaders on ado...UBA Focus News Publications
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Six intellectual property risks of GenAI in marketing
Marketers' concerns about intellectual property (IP) and copyright are preventing brands fro...UBA Focus News
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Is 2025 the year AI goes mainstream?
On March 20, 2025, Peter Hinssen will once again take the stage at UBA Trends Day. The topic...UBA Focus News
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AI: towards more autonomy and trust
During the 60 minutes session on January 22, Tom Ghelen, EMEA Technology Innovation Lead at ...UBA Focus News
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What opportunities do virtual influencers offer for brands?
Virtual influencer marketing is evolving rapidly. Advances in artificial intelligence (AI), ...UBA Focus News
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Can AI drive inclusivity in marketing?
Johan van Mol, founder of No-Kno, highlighted in a 60 minutes session how artificial intelli...UBA Focus News
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How conversational AI is transforming customer experience
Jelle Plass, Experience Strategist at iO, provided insights during a '60 minutes' session on...UBA Focus News
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New Client-Agency contract including the use of AI
As a key player in the marketing and communications sector, building strong relationships be...UBA Focus News Publications
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AI is changing the game in search marketing
On October 3rd, during the "Exchange Community Data & Technology" session, Corentin Donn...UBA Focus News
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80% of brands want to know how agencies use AI
Nearly two-thirds of brands (63%) are already using generative AI in their marketing strateg...UBA Focus News
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How AI is transforming marketing and communication
UBA offers a wide range of resources to support marketing and communication professionals in...UBA Focus News
