From AI-driven creativity to next-gen PPC strategy, SMX Advanced Europe 2025 was a masterclass in marketing evolution. The Peak Ace team was proud to attend, speak, and moderate across both days. We shared ideas, learned from industry leaders, and explored how AI and automation are shaping the future of digital marketing.
Day 1: Adapting, Iterating, and Thriving in the Age of AI
After a warm welcome from SMX host Sandra Finlay, the stage was set for a day full of discovery and debate.
Marty Weintraub (AIMCLEAR) opened with an energising keynote—moderated by our own Dominique Harris, VP Strategy & Innovation—reminding us that AI isn’t rewriting the rules of marketing; it’s accelerating them. Great marketers, as always, adapt and thrive.
Next, Jes Scholz unpacked Agents, Vectors, and Authority, guiding us through how AI tools are reshaping visibility and brand trust.
Miles McNair (PPC Mastery) urged marketers to escape the “Google Ads Tunnel Vision” and look beyond the platform for results. Lars Maat (Maatwerk Online) followed with an advanced session on Cursor AI, showing just how far AI can go—from copywriting to full campaign automation.
After a well-earned lunch, Nils Rooijmans (Water Cooler Topics) shared next-level Performance Max optimisation tactics, while Phil Nottingham (Organic Video) wowed everyone with AI-generated video magic, showing you don’t need a studio to create Hollywood magic, just a creative mindset.
Lavall Chichester then closed the day with Focus on Conversions to Knock Out the Competition, drawing parallels between martial arts and marketing mastery.
A big thanks also to Lily Ray (Amsive Digital), Jason Paget (Booking.com), and Russell McAthy (Ringside Data) for sharing their valuable insights throughout the day.
Day 2: From AI Strategy to Predictive PPC — The Future Is Now
Day 2 started strong with Marcus Tober (Semrush) exploring how brands can optimise for ChatGPT and AI assistants, while Ryan Levander (Rednavel Consulting) reframed conversion tracking, emphasising that it’s less about data quantity, but more about data quality.
A lively conversation followed between Anu Adegbola (PPC Live, Search Engine Land) and Oliver Kiderle (Google) on balancing efficiency and control in AI-driven campaigns. Anu couldn’t help but try one of our coveted AI t-shirts!
Next, our very own Julia Riml (Director New Business) wowed the crowd with Future-Proof Your Skills for Next-Gen PPC, sharing actionable ways to combine AI, automation, and smart workflows for maximum impact.
After lunch, Niki Grant (ClickTech) made a strong case for a multi-search strategy, Inderpaul Rai (WeDiscover) showed how to predict PMax performance before it happens, and Rémi Kerhoas (QUANTADS) demonstrated how AI agents are revolutionising competitor benchmarking.
To close, Kirk Williams (ZATO) delivered a powerful keynote on breaking down channel silos and aligning marketing strategy for sustainable growth.
The event wrapped with a final reflection session led by Dominique Harris and Ann-Kathrin Reitmeyer, rounding off two days of inspiration, collaboration, and forward-thinking discussion.
Our Takeaway: The Future Belongs to the Adaptable
AI may be changing the tools, but the principles of great marketing remain the same—strategic thinking, creativity, and human insight.
SMX Advanced Europe reminded us that innovation amplifies expertise. We’re leaving the event energised, inspired, and ready to turn ideas into action.
A huge thank you to all the speakers, organisers, and attendees who made these two days unforgettable. Here’s to embracing change, driving innovation, and shaping the future of digital marketing together!
Missed the conference? Don’t worry. We’re always available for exciting conversations about the future of search. Let’s continue the discussion via [email protected] or through our website!