Amsterdam

Adding AI features into an existing product seems like a relatively manageable task, but very quickly it becomes a tangled, complex project with a lot of unknowns and plenty of challenges. Not only do we need to design flows that are difficult to predict — we also need to carefully orchestrate interaction between AI tools, models, agents and the feedback loop.

Users must also be able to get insights and act upon them, while having trust and confidence in AI’s abilities. So how exactly would we run an AI project from start to finish, and what should we keep in mind from doing that? Well, let’s find out!

Participants will leave the workshop with a toolbox of practical techniques and design patterns to apply to their current or upcoming projects right away. Most importantly, they will learn how to use AI as a new material, its constraints and limitations, product challenges and how to apply design patterns to make the most out of AI-enhanced products.

In this engaging interactive talk, Isobel Madle, Behavioural Science Lead at LAB, will demonstrate how behavioural science is the key to unlocking superior digital performance. Drawing on LAB's 15 years of behavioural experience, Isobel will show how understanding human behaviour can transform digital experiences.

This session will introduce the principles of behavioural science and how to apply them in marketing, empowering you to make more informed and impactful decisions. We’ll explore the Understand, Predict, Change framework, providing actionable insights into:

• Research techniques for understanding your audience. 
• Behavioural frameworks, including COM-B, to predict customer behaviour.
• How to implement nudges to inspire behaviour change.

Expect thought-provoking examples, expert commentary, and practical solutions tailored to specific challenges submitted by attendees in advance.

Join us for this deep dive into behavioural science and discover how to craft marketing strategies that resonate, persuade, and succeed!

The Storyblok MVP Program is here.
We’re launching something new and are looking for the people who’ve already helped make Storyblok what it is. Whether you build, teach, lead, or inspire — this is your opportunity to be part of something bigger. This session will tell you all you need to know...

As awareness and tooling around site speed have been improving at a very exciting rate, has performance testing actually become any easier? Any more straightforward? As someone who spends every day auditing client projects, I think areas of confusion have actually increased in many places. Which tools should we be using? Can we trust them? How do we run tests that serve as realistic and actionable predictors? And how do we know when we’ve won?

In this talk, we’ll look at highly practical tools and workflows to ensure that every test we run has a purpose and gives us data we can truly leverage. By the end, we will all have a shared idea of what effective performance testing looks like, as well as customised and fine-tuned tooling to ensure replicable and predictable tests.

AI is rewriting the rules of search in real-time and frankly, who isn’t struggling to keep up? With generative AI replacing traditional customer search journeys, the trusty old playbook for SEO and content marketing isn’t enough anymore to win.

We'll discuss how AI is reshaping the search landscape and what you should be thinking about to stay ahead of your competitors. We’ll tackle some big questions such as:

• Is SEO dead — or just evolving?
• Is it really possible to optimize for large language models (LLMs)?
• What role does your website play when answers are generated, not linked?

In early 2024, our CMS provider blindsided us with a steep renewal price hike. Fresh off a delayed migration to Next.js, management was ready to accept their terms. As a last resort, I explored Storyblok on a Friday afternoon – mostly for leverage, but its clean “Stories and Bloks” model won me over instantly.
 
By Monday, I’d hacked together a landing page prototype and pitched a migration internally. What followed was two caffeine-fueled weeks of API wrangling, content transformations, and crude Node.js scripts. Midway, our old provider cut us off, forcing me to jerry rig a Frankenstein site with static exports and regex-based asset “relinking”.
 
Just 18 days after first contacting Storyblok, we went to production, onboarded our team, and soon after unlocked blazingly fast updates with ISR and live previews. This talk shares how we pulled off one of the fastest, scrappiest zero-downtime CMS migrations ever.

As AI transforms development workflows, localization is becoming invisible. Think electricity: it just works, invisibly powering everything you do. This session reveals how to transform your localization workflow from a manual to self-managing engine that seamlessly integrates into your development lifecycle.

Since their first resurgence, static site generators were aimed for hobbyists and personal sites. Not only their output was static, but also their source, stagnant files which required some technical level to change the content of the project. Nowadays, a modern take of these tools have learned from other successful frameworks. asynchronous content sources, island architectures, and better templating options have turned them into viable options for production enterprise sites. Let's explore these new capabilities, and how static site generation can be a great choice to use with your content management system and other data sources.

In the world of headless architecture, the dream is a seamless workflow from the content editor to the live production site. But reality often involves wrestling with deployment configurations, security vulnerabilities, and a frustrating preview experience. This talk bridges that gap. Join us for a deep dive into building and deploying a production-grade Next.js application with Storyblok's Visual Editor, hosted on Netlify. We'll go beyond the basics to uncover the critical patterns for success.

The future of brand will not be built for people, but with them. AI enables brands to open the door to co-creation where employees, customers, and technology collaborate to shape identity and value together.

Octopus was founded  to re-invent the energy system. Today, it’s the UK’s biggest energy retailer, with millions more customers around the world, and no intention of slowing down. Join two engineering leaders on a journey that starts in Japan, with a once-in-a-generation chance to rebuild a tech stack, then quickly unfolds around the world, stopping at mobile apps, accessibility and chatbots along the way.

At Enterprise Nation, content isn’t just communication - it’s how we create value, build community and deliver impact at scale. In this session, COO Polly Dhaliwal and CMO Lorna Bladen share how content became the engine behind a 1-million-strong small business network - driving programmes, user acquisition and platform growth.

You’ll hear how a cross-functional setup using Storyblok connects developers, designers, marketers and programme leads. Through this collaborative model, the team has unlocked:
- 145,000+ members engaging through personalised, scalable content
- Faster and collaborative delivery across a hybrid team
- Operational agility for campaigns, partnerships and platform updates

This is a real-world case study of how people, process and technology align to power meaningful growth. If you’re curious about what content-led scale really looks like, this session is for you.

Discover how a smarter content structure, iterative improvements and A/B testing helped us turn an outdated legacy site into a high-converting lead-gen machine. This session breaks down the real-world steps we took to align marketing and dev teams, speed up content delivery, and lift conversion rates through SEO- and CRO-optimised content. This talk will provide real-life insights on what actually moved the needle (and what didn’t) when it came to using CMS as a growth lever, not just a content box.

Dominik Angerer opens JoyConf with a clear look at what’s changed: the front door to the web has moved from search pages to AI answers, and content now has to work for humans and machines. For both B2B and B2C teams, he’ll show how headless content becomes contextual, compliant, and reusable across sites, apps, and assistants, closing the gap between creation and connection.

Then comes the reveal: Storyblok’s next chapter. New capabilities that redefine what a CMS is, turning it into a content system for the AI era, from creation to governance to delivery, plus fresh partnerships that expand what you can build. If you want to move faster, show up in the answers that matter, and ship with confidence, don’t miss this keynote. Create with Joy. Scale with Intelligence.

We carefully craft the design of current-day apps and websites tailored to a specific use case. Yet the needs of our users often don't fit neatly into the boxes we put them in when we imagine how they use our applications.

What if we could take it a step further and build interfaces that adapt on demand to the specific needs of our users? With the power of modern, state-of-the-art LLMs, we can dynamically generate and adapt the UI of our application to meet the exact needs of our users in real-time.

In this talk, we explore how to build a single AI-powered component that automatically responds to all UI requirements in a fast and reliable way.

Translations and localization have been crucial for TomTom’s business over the past decades. During this time, millions of people bought TomTom navigation devices, but these days millions of people still use TomTom without realizing it. We might be in your car or even your pocket. While we evolved, our website changed along. As we transitioned from a monolithic CMS to Storyblok, our goal was to embrace a modern and future-proof approach to localization. Get ready to spin the wheel as we navigate through the complexities of localization, sharing insights and lessons learned.
 
We will touch upon funny translation mismatches, “vibe translating”, and the fine line between ultra-cheap machine translations and thorough, hand-checked quality. We will show how we tackle requirements that appear unsolvable and expand the limits of the CMS with exceptions in the code, for example when working on centralized localized banners. Whether you’re a localization newbie, or a seasoned pro, join us for a session full of practical takeaways and a bit of fun!

Ever wondered how to push Storyblok beyond its core functionality? In this session, you’ll learn how to connect Storyblok with third-party platforms or data by using its powerful plugin system. We’ll explore both Field-type and Space-level plugins with real-world examples and live demos. You’ll walk away with a solid understanding of plugin basics, how to build and use them effectively, and which resources to turn to when you’re ready to extend Storyblok to fit your needs.

Digging deeper into Storyblok's next chapter. Discover what we are currently working on and what new features are on the horizon. We’ll showcase our new capabilities that redefine what a CMS is. See how Storyblok is turning a CMS into a content system for the AI era, from creation to governance to delivery.

Every migration has its highs and lows — and ours was no exception. In this session, we’ll take you behind the scenes of our move from a custom-built monolith to a modular, headless architecture with Storyblok at its core. You’ll hear about the decisions that led us here, the wins we celebrated, and the surprises we didn’t see coming. Most importantly, we’ll share candid insights into what worked brilliantly and what we’d approach differently, and how the change transformed the way our developers and content teams collaborate.

As product teams race to integrate AI in their products, they often rely on conversational UIs and AI assistants. However, the experiences with them are often painfully slow, the responses are generic and users have to meticulously explain to AI just what exactly they need — over and over and over again.

What’s the state of AI in late 2025? What have we learned about user’s expectations and behaviour patterns? What have we learned about new AI capabilities, reasoning engines and agentic experiences? And what design patterns can we use to help users build trust and confidence to get to better results, faster?

In this session, we'll explore just that — based on actual findings from actual research with actual real-life examples. Roll up your sleeves and buckle up: you’ll leave the session with a toolbox of useful insights that you might need to consider the next time you’ll be working on an AI feature.

The next visitor to your site might not be human. It could be an autonomous agent that researches, writes copy, and even ships code at conversational speed. That shift rewrites the rules for everyone building digital experiences, from developers chasing lightning-fast front-ends to marketers crafting bold campaigns.

Netlify co-founder & CEO Matt Biilmann, originator of Agent Experience (AX), will show how to turn this disruption into an edge.

Structured context: See how Storyblok’s block-based content can act as a real-time context engine for agents.

Open standards: Learn how llms.txt, agents.json, and the Model Context Protocol (MCP) are already shaping agent-friendly sites.

AX checklist: Leave with practical steps to keep experiences blazing for humans and intelligible for AI agents.

Whether you code, create, or campaign, you’ll walk away ready for the agent-driven web.

In recent years, modern eCommerce has been shaped by buzzwords like Headless, Composable, and MACH – promising more agility and lower costs. But for many retailers, these trends brought increased complexity, fragmented customer experiences, and hard-to-scale tech stacks.

In this masterclass, Merkle experts present a pragmatic Unified Commerce playbook, illustrated through the recent relaunch of Bucherer's online store – the Swiss luxury watch and jewellery retailer.

Drawing from hundreds of projects, we’ll share how brands can simplify system architecture without compromising customer experience. From design systems and frontend frameworks to integration layers and governance models, you’ll get actionable strategies to reduce coordination costs, accelerate time-to-market, and deliver consistent, high-quality digital experiences.

This session will take everyone back to the start of time. Not quite, this session will give a little bit of history around baud rates, modems, AOL (remember them?) and discuss the importance of latency for a website and why going headless with Storyblok and, in our case, AWS is so important to reach your global audience. This talk will discuss Gen Z demands for immediate information and explain why Storyblok gives the UEA a market advantage.

Former developer and Devops-Engineer turned Product owner shares his insights into how Storyblok has proven to be the perfect companion in Systemair’s continuous journey toward digitalization and being a front-runner in modernizing a very otherwise traditional line of business. Can you really be a large de-centralized worldwide organisation but keep the User Experience recognizable across markets, countries and brands?"