The Future Is Now: AI, Creativity & the New Reality of Experience
A recap of Emerce Eday 2025 – Kromhouthallen, Amsterdam
Earlier this October, the Kromhouthallen became the epicenter of digital innovation. During Emerce Eday 2025, one theme stood out: the future of technology is no longer about gadgets or data — it’s about human experience, connection, and meaning.
Smart glasses that truly understand
Liya Safina (Google) offered a glimpse into our near future with “The Great Glasses Revolution of 2026.” Smartglasses that don’t just observe, but interpret. Imagine real-time translation during a stroll through Tokyo, or a visual assistant helping blind and low-vision people navigate the world. Technology is no longer a screen between us — it is becoming a bridge between worlds. Safina also spotlighted the cultural and ethical layers of seeing and being seen, underscoring that innovation always intersects with society.
AI as the conductor of personalization
According to Marten Bokedal (Optimizely), personalization has finally matured. Once driven by manual rules, it is now orchestrated by AI agents. In his “Personalization Playbook,” he describes how AI continuously learns from interactions — a self-improving system that integrates content, data, and decision-making. Personalization 2.0 is no longer a promise; it’s a living ecosystem that grows smarter with every click.
Scroll. Stop. Impact.
Boyan van der Heijden (Mediahuis) reminded us that impact begins with attention. His talk flipped the traditional sequence: instead of Stop. Scroll. Impact., he embraced Scroll. Stop. Impact. — a subtle yet meaningful shift. Using intuitive metaphors — like the ever-expanding fishbowl of algorithmic growth — he demonstrated how brands can thrive in a world where people swipe faster than they think. The key is connection. Or, in his words: Promise. Move. Prove.
Where creativity begins and ends
Art and artificiality merged in the playful talk by Jeroen van der Most: “Masterpieces with AI.” He posed a fundamental question: what is creativity? Is it uniquely human — or is there a structure AI can replicate? Van der Most explored how algorithms don’t just recognize patterns; they can also ignite new forms of imagination.
The power of imagination and play
Finally, Joshua Rubin, narrative futurist and former Netflix writer, invited us into his realm of immersive storytelling. To him, technology is not an escape from reality, but an invitation to play and connect. His concept of the “magic circle” — the space between the real and imagined world — shows that true innovation begins when people dare to play.
Closing thought
Emerce Eday 2025 made one thing clear: innovation is no longer about technology itself, but about what technology allows us to see, feel, connect with, and create. From smartglasses to AI agents, from immersive narratives to cross-platform content — the future is more human than ever.
