Kennis & inzichten

How agentic AI reshapes media planning

Mon, 13 Apr 2026 16:26:07 +0200

In this session of 60 minutes on agentic AI in media campaigns, David Billings, Chief Strategy Officer at Empathy Lab by EPAM, explained how AI and agentic AI are changing media planning from a complex, fragmented process into a more connected way of working to plan smarter campaigns with stronger business impact.

Why CIM ONE is not a global initiative

Mon, 13 Apr 2026 11:59:46 +0200

Glocalisation proves to be the preferred strategy when establishing a cross-media measurement methodology. This does not change the fact that the JICs (Joint Industry Committees) support and inspire one another, with the Belgian CIM taking a leading role in providing mutual assistance. A prelude to the UBA Exchange Community on CIM ONE, which will take place on 24 April.

The new reality of media consumption in Belgium: from Gen Z to baby boomers

Thu, 09 Apr 2026 11:22:44 +0200

Deloitte’s Digital Consumer Report shows that Belgian consumers are not moving in one direction. Device use, streaming habits, audio platforms and news behaviours now vary sharply by generation.

For brand builders, the shift is less about one dominant channel and more about how screens, formats and AI are reshaping attention, discovery and trust.