Summit at a glance
On 25 June 2026, more than 290 senior marketing and technology leaders, representing 204 leading brands, gathered at the Postillion Hotel & Convention Centre Amsterdam for another inspiring edition of The MarTech Summit Amsterdam.
As AI rapidly reshapes the marketing landscape, this year’s conversations centred on a simple but powerful question: how can organisations combine human creativity, strategic thinking and trusted data with AI to create meaningful business impact?
Throughout the day, attendees explored topics including Composable MarTech, Human + Machine collaboration, Agentic Marketing Intelligence, Marketing Transformation in the AI Era, AI-Native Go-to-Market strategies, Brand Influence, Customer Experience, Revenue-Led Marketing, Operating Models, and the Future of Marketing Teams.
Representatives from organisations including PepsiCo, Philips, Vodafone, ING, MediaMarkt and many more shared practical experiences of moving beyond experimentation towards measurable business outcomes.
What marketers are prioritising now
Ahead of the summit, attendees shared the MarTech capabilities they most wanted to improve. The results reflected an industry focused on execution, optimisation and measurable performance:
- Marketing Automation & Campaign Management
- Marketing Analytics, Performance & Attribution
- Content Marketing
- Email Marketing
- Personalisation
- CRM
These priorities echoed discussions throughout the day, where speakers consistently returned to the importance of connecting technology investments to tangible commercial outcomes.
One message came through across every keynote and panel: AI is not replacing marketers; it is changing where great marketers focus their time.
As Keren Rubenstein summarised:
“Use AI to scale intelligence, not just output.”
Similarly, Tomas Luyckx encouraged organisations to begin with business objectives before introducing technology:
“Before you touch any tool, get a clear answer on what your team is actually trying to achieve.”
The importance of keeping humans at the centre of AI adoption was reinforced throughout the event.
As Andrada Vlasceanu observed:
“If you ask AI for a dinner recipe, you still have to cook.”
The message was clear: AI accelerates marketing, but judgement, creativity and accountability remain distinctly human strengths.
From experimentation to operational impact
Many discussions reflected the industry’s transition from isolated AI pilots to organisation-wide transformation.
Jeroen Jaspar highlighted the importance of collaboration:
“Get it done together.”
while reminding attendees that:
“A fool with a tool is still a fool.”
Across multiple sessions, speakers emphasised redesigning workflows instead of simply layering AI onto existing processes. Organisations seeing the greatest success are rethinking operating models, aligning marketing and sales more closely, and building trusted data foundations before scaling AI initiatives.
Marketing that drives measurable business value
Another recurring theme was accountability.
Whether discussing demand generation, attribution, customer experience or AI investment, speakers consistently stressed that marketing must demonstrate commercial impact.
As Kate Gegenava noted, every technology investment should be connected to measurable outcomes before implementation.
Likewise, Nicolò Venturini challenged marketers to move beyond AI hype:
“Don’t ask where can we use AI. Ask what problem are we solving, and can we measure it?”
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Learning from peers
The conversations extended well beyond the main stage.
Interactive breakout discussions gave attendees the opportunity to exchange ideas on topics including customer experience, AI transformation, brand influence and attention economics, while audience participation remained exceptionally high throughout the day.
Across the event, attendees submitted 167 live audience questions, cast 496 poll votes, and 235 participants actively engaged through our interactive platform, demonstrating just how invested the community is in shaping the future of marketing together.
One audience poll explored the biggest barriers preventing organisations from acting quickly on valuable insights, while another asked attendees to imagine which business outcomes would suffer most if every AI tool disappeared tomorrow. The discussions that followed highlighted both the opportunities AI creates and the continued importance of people, processes and organisational readiness.
Even our interactive energiser challenged attendees to distinguish between AI-generated and human-created content, a fun reminder of just how rapidly creative AI is evolving.
Take the stage next year
Do you have a story, case study or expert perspective to share with the Nordics marketing community?
We are already looking ahead to the next edition of The MarTech Summit Amsterdam and would love to hear from senior marketing, digital and technology leaders who can bring fresh ideas, practical insights and real-world experiences to the stage.
- Apply to speak or recommend a speaker for next year’s The MarTech Summit Amsterdam: Open the speaker proposal form
Looking ahead
Perhaps the strongest takeaway came from Jaap Kooij, who captured the mood of the day perfectly:
“The future is here. Winning now means being found, trusted, and agile.” As marketing enters its next chapter, success will belong to organisations that combine trusted data, intelligent technology, cross-functional collaboration and human creativity, not as competing priorities, but as complementary strengths
A huge thank you to our 17 partners, 35+ speakers, moderators and every attendee who contributed to such an engaging day of learning, discussion and networking. We also had 60+ No. of Pre-arranged 1-2-1 meetings.
We finished the summit in true Amsterdam style, with networking on the rooftop terrace in the summer sunshine, before concluding with an intimate private dinner hosted by Siteimprove
We look forward to continuing the conversation at the next MarTech Summit.
Join the Conversations that matter
Secure your place and be part of the conversations, insights and connections that will shape next year.
- Register at the Pre-sales rate: Reserve your seat
4. Engage With Us
A heartfelt thank you to all our speakers, sponsors and attendees for making The MarTech Summit Amsterdam 2026 such a memorable edition.
From the discussions on stage to the conversations throughout the day, the summit was shaped by the ideas, energy and real experiences shared by everyone in the room. We are grateful to have brought this community together for a day of learning, connection and exchange.
Save the date:
- The MarTech Summit Amsterdam returns on 24 June 2027- https://themartechsummit.com/amsterdam-registration
- Explore the wider calendar of upcoming editions across the series: https://beetc.io/event-calendar/
Where to find the assets:
Session recordings: Watch the sessions
Photo gallery: View the gallery
Where to follow us:
Stay connected with The MarTech Summit for event highlights, speaker updates, upcoming editions and community news across the series.
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We hope to see you at our future events and let’s continue pushing the boundaries of what it means to be marketers together! You will be the first to hear about upcoming events, speaker announcements and the latest in MarTech. We hope to see you at a future summit as we continue pushing the boundaries of modern marketing together.
Stay tuned!
By: The MarTech Summit Team | July 2026
