In the run-up to a promising edition of the IAB MIXX Awards, the four jury chairs look ahead. Which categories are they most looking forward to, what do they expect from the entries, and what will they definitely be looking out for in their assessments? Roel Van Aelst (iO), chair of the Digital MarTech & AI jury and also vice-chair of the MIXX Awards, kicks things off.
“AI is already all the rage,” realises Roel, who also emphasises that this section of the IAB MIXX Awards is about more than just this disruptive technology. “That’s why, alongside ‘Best Use of AI’, there are other award categories – in which AI will undoubtedly make an appearance too.”
Roel is looking forward to digital work that brings marketing and technology closer together, with the aim of taking the customer experience to the next level. Or, to be more specific: “How the various players in the market are improving digital experiences in order to bridge the gap between what brands think they are offering and the public’s perception of that offering. Because that gap does exist. The digital expectations of the discerning public are, in fact, constantly rising.”
Digital MarTech & AI Awards
Best Use of Data & Analytics
Awards the most effective use of data, analytics, or dashboarding to generate actionable insights and measurable marketing or business impact.
Best Customer Experience (CEX) Journey
Awards the most effective use of technology, UX/UI to design, optimise, and orchestrate a seamless digital customer journey.
Best Use of AI
Awards the most innovative and effective application of artificial intelligence within a marketing or digital context.
Best Digital Platform
Awards the most effective development or implementation of a digital platform enabling marketing, commerce, engagement, or data-driven growth.
Best Belgian Marketing Tool
Awards the most innovative marketing technology product developed in Belgium that demonstrates strong market relevance and impact.
The ultimate innovation?
The IAB MIXX Awards are the pinnacle of digital marketing innovation. After all, martech and AI are the fields par excellence where radical innovation is ubiquitous. Does that mean only the most innovative campaigns and tools stand a chance of winning an award? “Not necessarily,” Roel asserts. “Quite apart from the fact that ‘the very latest’ becomes outdated very quickly in our sector, this is by no means a quest for the latest gadget. It may well be very funky and innovative, of course, but what matters even more is whether an innovation effectively supports a company’s growth.”
This certainly applies to AI as well. “We really ought to have moved beyond the gimmick phase by now. Participating agencies, media organisations, companies and advertisers – a good mix, hopefully including players of various sizes – will need to set themselves apart with projects that cleverly bridge the gap between marketing and AI, thereby delivering a real impact for both the brand and the customer.”
A transparent case study and a nuanced evaluation
“Every company has a suitable case study to hand, centred on a commendable project and, in many cases, a collaboration with a partner that is certainly worthy of recognition,” says Roel, encouraging those who are still undecided to submit a case study after all. “It’s simply a matter of turning it into a clear and thoroughly substantiated narrative, in both text and images. That’s an investment that will always pay dividends.”
What role do the results – a quantified ROI – play in that line of argument? “The figures do indeed form one of the four pillars of evaluation, and that makes sense: our sector is becoming increasingly data-driven. Nevertheless, it is merely one of the four criteria, and this does not mean that the results have to be exceptionally good. A successful campaign may well contain elements that were not quite as successful.”
The fact that the jury also comprises a diverse mix of profiles and perspectives – with Roel Van Aelst (iO) joined by Céline Soto Perez (Vandevelde), Joachim François (Hakuto), Tom De Schutter (Take The Lead) and Joris De Ryck (Roularta) – certainly enhances the quality of the evaluation process. “That mix of perspectives almost automatically leads to a nuanced judgement.”
A keen digital follower
Impressive entries, lively jury discussions, an awards show set to be better than ever before: despite the energy that inevitably comes with the role of jury member and chair, Roel can’t wait for the 2026 edition of the IAB MIXX Awards to finally get underway. “Above all, I’m curious to see the progress our sector has made over the past year. Everything is digital, but how far have we actually got with that?”
The outlook is certainly promising. “Belgium may not be a pioneer straight away, but it will certainly be a strong follower with impressive applications and technologies. During this event, we’ll get to see and celebrate the very best of these. It’s time to show, together, what we’re all capable of. Let’s mixx it up!”