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Friends of Search 2025 > The Ever-Evolving Search Landscape: Unlocking Value, AI and Charting the Future with Google
Internationally acclaimed speakersPrestigious award showDrinks & Bites12th edition

The Ever-Evolving Search Landscape: Unlocking Value, AI and Charting the Future with Google

Birgit Boing & Michel Nienhuis

15:45 - 16:15

Join Google for a deep-dive on the value of Search and how AI is transforming its future. We’ll dive deeper into how advertisers and agencies are activating AI and audience strategy, using both new, integrated AI and useful custom AI solutions. For example, discover how profitability can be boosted using the latest AI-powered solutions based on 1P data.

Birgit Boing

Industry HeadGoogle Benelux

Birgit Boing is Industry Head at Google Benelux, leading the charge in performance marketing and digital transformation for the region’s top retailers. She is a frequent speaker at industry events and Chairwoman for the VIA taskforce Data & Tech. She is invested in creating an ambitious environment to fully maximize innovation for the growth of the advertising industry. Prior to her current role, Birgit worked as a Performance Lead, specializing in omnichannel strategies for retailers across Northern Europe. She held various roles at media marketing agencies. With a background in Economics, Sociology, and Philosophy, she is passionate about the impact of AI on Society.

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Michel Nienhuis

Performance Lead NEGoogle

Michel Nienhuis is a Performance Lead for Google Northern Europe, originally from the Netherlands but based out of Norway. Over the last 8 years, he has advised Google’s largest performance clients in the Benelux and Nordics to help them drive better results with AI-powered strategies. Before Google, he worked for 5 years with Google Ads, performance marketing and product management in a leadership role at the Norwegian unicorn Gelato (Optimalprint). He holds degrees in geopolitics, business & IT from King’s College London and the University of Twente, the Netherlands.

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