STEVEN VAN BELLEGHEM: BRANDS FACE A NEW BATTLE FOR ACCESS TO CUSTOMERS

5. 10. 2026 | 5 min read According to Steven Van Belleghem, customer service that is available at any time and provides an immediate response will become the norm. This is because AI agents will take over some of the decision-making on behalf of consumers. At the Brand Management conference, he therefore advised marketers to focus not only on the effectiveness of technology, but also on building relationships and a sense of belonging with customers.