Sparkling Talks

Beyond links – how AI & data redefine brand visibility in search?

Artificial intelligence has fundamentally transformed the digital landscape for brands. In this era of unprecedented data generation and AI-driven consumer behavior, understanding these forces is paramount. As part of the Sparkling Talks series by WPP Media, we invite you to a webinar exploring how to navigate this new terrain – from harnessing the immense power of data, to mastering the revolution in AI-driven search.

Sparkling Talks webinars are DIMAQ accredited. Participation in the meeting earns 2 points. Proof of participation in the Sparkling Talks webinar is a screenshot, which should then be submitted in your recertification application on your DIMAQ platform. More information can be found on https://dimaq.pl/akredytowane-eventy/sparkling-talks/

Time to leave the European data backwater. Why, as a market, are we afraid to use the data we work so hard for?

With a wink, but quite seriously, we will answer the question of why, in times when customer data is called the fuel of the 21st century, we stubbornly try to stick to the steam engine. How to start using data safely with the help of „clean rooms,” how to look for partners for data cooperation, what business benefits it can bring us, why we have not popularized this type of solution in contrast to more developed markets. Finally, I will give examples of using „clean rooms” in practice.

Total Search & AI Navigator: mastering the AI-driven search revolution

The world of search has been fundamentally rewritten, with AI driving users to seek instant answers, not just links. This change led to a sharp decline in traditional organic visibility and the creation of a “black box” without data and information on how language models evaluate the brand and its content. WPP Media Polska’s „Total Search,” powered by „AI Navigator,” is our strategic answer. It pierces the opacity of AI models, precisely measuring brand visibility and sentiment to fuel a seamlessly integrated strategy across Paid, Organic, Social, eCommerce and other digital channels. This approach moves beyond reactive measures, translating insights into action that ensures your brand is not just seen, but actively recommended, across every crucial touchpoint.

Speakers

Adrian Roman, regional martech expert CEE, WPP Media
Maciej Traczyk, organic & performance director, WPP Media
Paweł Gala, CEO Wavemaker (WPP Media)

Sparkling Talks	Data: 25-03-2026	Punkty: 2	Przejdź do wydarzenia	Więcej
Beyond links – how AI & data redefine brand visibility in search? Artificial intelligence has fundamentally transformed the digital landscape for brands. In this era of unprecedented data generation and AI-driven consumer behavior, understanding these forces is paramount. As part of the Sparkling Talks series by WPP Media, we invite you to a webinar exploring how to navigate this new terrain – from harnessing the immense power of data, to mastering the revolution in AI-driven search. Sparkling Talks webinars are DIMAQ accredited. Participation in the meeting earns 2 points. Proof of participation in the Sparkling Talks webinar is a screenshot, which should then be submitted in your recertification application on your DIMAQ platform. More information can be found on https://dimaq.pl/akredytowane-eventy/sparkling-talks/ Time to leave the European data backwater. Why, as a market, are we afraid to use the data we work so hard for? With a wink, but quite seriously, we will answer the question of why, in times when customer data is called the fuel of the 21st century, we stubbornly try to stick to the steam engine. How to start using data safely with the help of „clean rooms,” how to look for partners for data cooperation, what business benefits it can bring us, why we have not popularized this type of solution in contrast to more developed markets. Finally, I will give examples of using „clean rooms” in practice. Total Search & AI Navigator: mastering the AI-driven search revolution The world of search has been fundamentally rewritten, with AI driving users to seek instant answers, not just links. This change led to a sharp decline in traditional organic visibility and the creation of a “black box” without data and information on how language models evaluate the brand and its content. WPP Media Polska’s „Total Search,” powered by „AI Navigator,” is our strategic answer. It pierces the opacity of AI models, precisely measuring brand visibility and sentiment to fuel a seamlessly integrated strategy across Paid, Organic, Social, eCommerce and other digital channels. This approach moves beyond reactive measures, translating insights into action that ensures your brand is not just seen, but actively recommended, across every crucial touchpoint. Speakers Adrian Roman, regional martech expert CEE, WPP Media Maciej Traczyk, organic & performance director, WPP Media Paweł Gala, CEO Wavemaker (WPP Media)