We double clicked on The Zero-Click Era, live & in-person!

After our great online events around brand purpose, digital strategies and AI, we were excited to host our first in-person roundtable in Amsterdam, where we discussed the Zero-Click Era.

Traffic is dropping and nobody's immune

B2B and B2C, across industries and markets, the room reported consistent organic traffic declines over the past 12 months. Some by as much as 40%. The zero-click era isn't coming. It's here.

You can't market your way into AI visibility

AI surfaces brands based on real customer use, analyst recognition, and product presence. Not campaigns, not taglines. If the market isn't already talking about you, AI won't either.

The proof shift is real

Everyone in the room agreed: marketing is moving from storytelling to evidence. The brands winning right now are the ones that can show what they've done, not just say what they do.

Brand matters more, not less

AI might shortlist your options, but people still choose emotionally. A strong brand builds the trust and credibility that gets you from "considered" to "chosen."

The brand vs. lead gen fight is over

The room found fast consensus on this one: treating brand and lead gen as competing priorities belongs to another era. The companies that stop splitting those two apart will be the ones that come out ahead.

The participants

Joost Galema | NL

Head of Storytelling & Content - Global Markets at Tata Consultancy Services

Regine Lueghausen | NL

VP of Marketing at Symrise

Joana Tene | NL

Global Director - MarTech, Ecommerce Capabilities and DCoE at Whirlpool Corporation

Jeroen Coenen | NL

Global Director of Marketing at ACT Group

Pieter van Ouwerkerk | NL

Global Growth Marketing Lead at TIP Group

Sara Cisamolo | NL

Global head of marketing and communications at Hoya Vision Care

Nicola Cavallini | NL

Digital Content Lead at Yamaha Motor Europe

Mahbir Thukral | NL

CMO Martech at Mahbir Europe