AI-Driven Local Marketing Strategies Conference – Marbella 2026

Jogging partnered with Adplorer

Welcome to Siinda Marbella

From Plazas to Platforms: Spain’s Historic Role in Local Discovery and Commerce

This opening keynote places local search in a broader historical context, starting with Spain’s long tradition of town squares, local marketplaces, trade routes, directories, and community-based commerce. It will explore how people have always relied on trusted local signals — location, reputation, proximity, word of mouth, and visible presence — to find the right business at the right moment. From printed guides and yellow pages to maps, mobile search, reviews, and today’s digital platforms, the session will show how the fundamentals of local discovery remain deeply connected to Spain’s commercial and cultural history, while offering practical lessons for marketers and SMBs competing for attention in modern local markets. Partnered with Movylo.

Siinda CEO & Executive Panel - Smart Local in Motion: What AI Means for Platforms, Agencies and SMB Growth

Senior leaders discuss where the local marketing ecosystem is heading, which business models are being challenged, and how companies can turn AI from a technology trend into measurable value for merchants, multi-location brands, and agency partners.

Search is Now a Decision System

Search is becoming a decision system, shaping which brands customers can choose, not simply where they rank. Large-scale research reveals why AI platforms recommend different winners, how visibility changes from global to local, and how fresh, consistent data relates to more calls, clicks and visits. The findings point to practical work across listings, websites, schema and reviews. AI is also becoming the interface through familiar tools (text messaging), giving SMBs what they’ve always wanted. Say what needs doing and get it done.

Lights, Camera, Algorithm: How AI Is Rewriting the Rules of Video Advertising

With over 20 years of experience in Digital Marketing, Tara (Business Development Director at Leadzai) has seen more marketing fads than she's had cups of tea. These days she's excited by how AI is rewriting the rule book for video advertising in our industry. Enabling agencies to make compelling video marketing faster, smarter, cheaper and, dare we say, more fun than ever before! Tara will show how Leadzai goes from "we should probably use AI" into "here's how we use it and here's the ROI behind it." Expect big ideas, zero fluff, real insight data and of course at least 1 video played.

Coffee Break

Enhancing the Local Marketing Stack for AI, Automation and Visibility

This session examines enhancements to the local marketing stack that position small businesses for success in this new era of search. From AI Agents to Workflow Automations, this session explores how to produce the Visibility the outcomes SMBs demand…at scale.

Building Trusted Digital Experiences: Online Safety, Youth Audiences and Responsible Innovation

Trust is becoming a core growth driver in digital ecosystems. This session explores how safer online experiences, responsible product design, and credible brand behaviour can strengthen customer confidence — especially as AI-powered engagement reaches younger and more privacy-aware audiences.

The 360 Agency: From Service Provider to Growth Partner

SMBs don't want products or services. They want outcomes - leads, phone calls, foot traffic, bookings, purchases. A website by itself isn't an outcome. A social media post by itself isn't an outcome. And as an industry, we've let SMBs down by staying focused on delivering the pieces without ever clearly articulating the value behind them. The only way to actually drive outcomes is to give SMBs a complete, 360 view of their customer journey from the traffic that first reaches their website, through conversion, all the way to growing and expanding that customer over time. That requires a fully integrated marketing stack: websites, automation, social presence, POS, and custom digital experiences working as one system, not a pile of disconnected tools from different vendors. That also means agencies need to own the customer interface, not rent it out. As AI reshapes how SMBs discover and engage with their own customers, there's a real risk of giving away the front door: letting LLMs and third-party platforms sit between the business and the people who buy from them. The agencies that win the next decade will be the ones who keep control of that relationship, using AI to power it rather than hand it over. Building on the response to Duda's AI crawler research presented in Siinda Berlin an analysis of 1 million sites showing how AI is already reshaping SMB discovery , Oded Ouaknine, Duda's Chief Revenue Officer, will share new data from the Siinda/Duda SME Marketing Ecosystem Report on where SMB expectations are heading, and what it will take for agencies to deliver real outcomes at scale, without losing the front door in the process.

Networking Lunch

Partnered with vcita.

From “Just Ask” to “Just Do”

Building and distributing the AI operating system for SMEs at scale AI is moving from answering questions to doing work. As agents gain autonomy, they need reliable data, connected tools, and guardrails to act safely across a business. This presentation explores how partners can put that foundation in place at scale and move from implementing tools to delivering outcomes across the customer journey.

The Decision Advantage: Lessons from Amazon, Google and Huawei for Faster, Smarter Growth

Companies today have access to more data, more tools and more marketing channels than ever before, yet many still struggle to turn complexity into growth. This session will unpack how high-performing organizations make better decisions, align teams around customer insight, and use data to identify the actions that move revenue, retention, and market share.

Contextual image generation for increased website sales

Marketing Survival in the Age of Ai

Democratizing Access to App-Advertising

Affinity Global develops technology that brings together all available inventory and makes it accessible at the best possible price — not only for large national advertisers, but also for small and medium-sized businesses (SMBs). At the same time, they create access to new advertising opportunities — from Mobile and Smart TV to app-based advertising, connecting SMBs with the growing ecosystem of app publishers and marketers. It’s all about apps. But access alone is not enough. That’s why, in parallel, they are building the tools and technology that make advertising as simple and accessible as possible for SMBs — reducing complexity and lowering the barriers to planning, buying and managing campaigns across these channels. The goal is to create a level playing field in advertising. These ways of buying and accessing media have already become established among national advertisers across Europe. Now, they are bringing the same opportunities, technology and ease of access to the SMB market.

Afternoon Coffee Break

Free Time for Meetings

An Evening of Andalusian Passion & Flamenco

Experience the magic of Andalusia as you enjoy an unforgettable evening of authentic cuisine, local wines, and spectacular flamenco entertainment on a beautiful terrace overlooking the Marbella landscape. As the sun sets, immerse yourself in the sights, sounds, and flavors of southern Spain. Be captivated by a traditional flamenco performance, then step onto the dance floor yourself as local dancers invite you to learn a few moves and experience the passion of this iconic art form. Whether you're networking with colleagues, enjoying the stunning surroundings, or discovering your hidden flamenco talent, this promises to be an evening filled with culture, laughter, and lasting connections. Partnered with Vendasta.

Nightcap - A Taste of Spain

The legendary Uberall Nightcap is back, and if history tells us anything, this is where the unexpected always happens! Join us in a traditional Spanish-style bar for handcrafted cocktails, authentic sangria, and local specialties as you unwind after a full day of presentations, meetings, and networking. The conversations get livelier, the laughter gets louder, and new friendships and business opportunities often begin here. Best of all, it's all happening right in the hotel, so the walk back to your room is delightfully short. Add a little Spanish flair, great company, and a relaxed atmosphere, and you've got the perfect way to end the day. Partnered with Uberall

Jogging partnered with Adplorer

Siinda General Assembly and Siinda Initiatives

Siinda General Assembly followed by discussion outlining the new Siinda expanding initiatives - Siinda on the Road London and Hamburg, and Siinda Pavilion.

Building without Breaking: Crash Course Lessons for the Digital CEO (in Founder Mode)

The higher you rise, the more consequential your decisions. CEOs learn to navigate complexity, competition, and uncertainty. Yet some of the forces shaping those decisions aren’t in the market or the boardroom. They’re happening within us. Through stories, humor, and practical frameworks, Ricardo reveals in this keynote how pressure, fear, and old patterns quietly influence the way we lead—and how emotional clarity can open the door to wiser decisions and greater possibilities. Because when the stakes are high, seeing through the noise—both external and internal—is an executive’s greatest advantage. ** This session will be followed by an exclusive book signing of "Crash Course" from Ricardo at coffee break. Partnered with Leadzai.

How Yell is scaling more efficiently with Insites and Chargebee

Panel discussion with Yell, Chargebee and Insites

The new Agentic Agency

Reinventing Local Marketing Platforms with AI: From Automation to Customer Outcomes

Simon Fowler is Channel Sales Partnerships Lead for EMEA at TikTok, where he works with partners to help businesses of all sizes get onto TikTok and find success on the platform. His work spans channel strategy, sales enablement and the growing role of technology in scaling advertising, including API integrations and AI-powered solutions. With a background in product partnerships, Simon focuses on turning new technology and platform capabilities into practical solutions that partners and advertisers can use to grow.

Heise Marketing’s Strategy to Becoming Un-Cancellable

Heise Media Baltic is reshaping its digital services strategy around a simple goal: to become more valuable, more embedded, and harder for SMB customers to replace. In this session, Aigars Lazdāns, CEO of Heise Media Baltic, and Rinat Bogin, Chief Partnerships Officer at vcita, will discuss how Heise is consolidating digital services into integrated packages designed to increase customer value, reduce churn, and grow revenue. They’ll explore how AI-powered lead capture, conversion, and management capabilities help close the gap between marketing activity and business outcomes, helping Heise become a more valuable and essential business partner, making their packages cancelation-proof, and securing long-term retention.

Coffee Break

Learning how to fly the plane whilst building it at the same time: AI Business Transformation.

Selling AI products takes more than adding AI to what you already sell. The business behind it has to change. In this session, Peter Urmson, CEO of Spotzer Digital, shares how Spotzer went from a traditional delivery platform to an AI first digital solutions business. He'll cover what worked, what didn't, the risks worth planning for and the opportunities that make it pay off. It's an honest account from someone with the real life scars, for anyone taking their own organisation down the same road.

AI and branding in the industrial sphere : Building Smarter Tech Stack in an AI driven, Privacy First World

With more platforms, channels, data, and privacy regulations than ever before, adopting a smart, compliant approach to technology and decision-making is critical. It can mean the difference between scattered efforts and scalable success. in this session, Saptak Bose, Global Adtech Lead @Volvo Cars, explores the challenges brands face today in working with consumer data and tech stacks across marketing and advertising, especially in AI driven context. It highlights key strategies to consider when scaling personalization and building a first-party data approach driving smarter marketing and measurable growth. What you can expect to takeaway: • Preparing internally to maintain personalisation and performance without third-party cookies • Overcoming challenges in collecting and activating high-quality consumer data • Personalisation at scale: how to deliver relevance without being invasive or “creepy” • Balancing friction zones: aligning Marketing, Tech, and Legal (Data Protection Office) on data strategy and tools • Enhancing the value of consumer data with AI and machine learning

Session with Uberall

How does AI-generated social content actually perform compared to traditional organic social content, and what role does social play in the future of AI search?

This session will explore Cloud Campaign’s data on the performance of AI-generated versus traditionally created social content, along with a deep dive into Cloud Studio, Cloud Campaign’s new AI-powered content solution. We’ll look at how AI can create hyper-localized, relevant, and high-performing social content for SMBs at scale, what the data tells us about where AI-generated content is already working, and how a strong organic social presence can contribute to a brand’s visibility in generative AI search through Generative Engine Optimization.

Keynote on AI governance and responsible use as a strategic asset - why you need an AI Officer

AI is moving faster than most organisations can absorb. Leaders are under pressure to prove ROI, manage legal and security risks, set internal guidelines and ensure teams use AI in ways that are safe, ethical and aligned with business priorities. These are not only technical questions; they are leadership questions. Responsible AI is a strategic asset, not a compliance exercise, and the real challenge is not adopting AI — it is governing it responsibly.

Siinda EU Regulatory Overview

A practical update on how evolving EU regulation affects AI adoption, advertising, data use, platform accountability, and digital market competition. The session will help agencies and platforms understand what compliance means for SMB-facing products, campaign automation, and responsible innovation.

Exhibitor contest result

Don't forget to come for the final results of the Exhibitor Contest partnered with Boostability. Winners of the 2 prizes will be announced here before lunch.

Networking Lunch

Free Afternoon for meetings including coffee break/station in the afternoon

Siinda Sales Directors' Rountable

For Siinda members only and by invitation only. Coordination Paul Wood and Jesper Simonsen.

Bus departure

Jungle by the Sea: An Executive Networking Experience

Immerse yourself in an unforgettable networking evening unlike any other. Step inside this extraordinary architectural masterpiece, where nature and design blend seamlessly to create the feeling of being deep within a tropical jungle—while the Sea gently laps just a few meters away. Enjoy handcrafted tropical cocktails, discover inspiring local artwork, and experience the vibrant rhythms of live Ska music performed by talented Spanish and North African artists. The warm sea breeze, the sound of the waves, and the songs of the surrounding birdlife create an atmosphere that is both energizing and relaxing. This is networking reimagined. Wander through this remarkable venue, meet fellow executives in a truly memorable setting, exchange ideas, build new relationships, and simply enjoy an evening where business conversations happen naturally. Casual and comfortable dress is welcome. Partnered with Yext