I gave this keynote on the second day of WordCamp Portugal 2026 in Porto. Twenty-five minutes on a single argument: your website is not just your website anymore, because a growing share of the visitors reading it are machines, and the way you serve them decides whether you exist in their answers. The talk covered the 52-week shift in non-human traffic, a live walkthrough of a major retailer's product page with JavaScript off, the four agent verbs (Consume, Analyze, Cite, Use), and the four-pillar Machine-First Architecture framework (Identity, Structure, Content, Interaction). It closed on a worked example of AI-as-distribution where one company went from sub-$1B to $5B valuation in a year on the back of being the AI's default answer.

I delivered the closing keynote at Experimentation Elite: Space Academy 2026 in London. I spent thirty minutes making the case that AI did not change what good websites look like, it just made the difference impossible to fake. The talk walked through 2025 as the year every major tech company shipped an AI browser, what an agent actually sees on a typical retailer product page with JavaScript off, and the four-pillar Machine-First Architecture framework (Identity, Structure, Content, Interaction) that answers whether machines can identify, parse, trust, and act on your site. I closed on a worked example of AI-as-distribution (one company going from sub-$1B to $5B valuation in a year on the back of being the AI's default answer) and pointed the room to space.nohacks.co.

I was invited to co-moderate this panel with Kelly Wortham, founder of the Test & Learn Community & organizer of The Conference known as Experimentation island. I brought a unique lens to this discussion: I had recently uncovered a significant data exposure involving AI chat prompts that went viral globally, sparking widespread debate about data handling and user trust in the age of generative AI. Joining us were Iqbal Ali, who specializes in responsible AI and algorithmic fairness, and Camila Dutzig, who brings perspective from experimentation in the sensitive industry of sexual wellness. Together, we explored how teams can design experiments that are effective, inclusive, and aligned with long-term customer trust.

In the closing keynote of Conversion Hotel 2025, I shared how websites need to be optimised for AI agents and what that means for the future of CRO. The keynote started as a story about a confused chimpanzee that kept escaping from the zoo, moved on to my love for the New York Knicks, and ended with Homer Simpson and Frankenstein's monster. In one word: Clarity is all you need. You had to be there!

I was invited to co-host the panel discussion with Kelly Wortham (TLC), with Luiza de Lange and Carlos Trujillo as the panelists. We discussed the future of shopping and how agentic commerce could fundamentally change the way we do it. What does this mean for brands, marketers, and CRO pros? Are we entering a haunted house of disappearing conversion tactics? Or uncovering hidden treats that make commerce simpler, smarter, and more human?

This webinar cut through AI hype with a live demo of building a workflow in n8n that connected GA4, Google Sheets, and Slack. Attendees learned what AI agents are, how to avoid common misconceptions, and saw how AI extends beyond ChatGPT into tools like Slack. The session showed how to retrieve and contextualize data before generating output and included a hands-on setup of an AI agent, plus a free PDF recipe to replicate the workflow.

I shared an exciting look at how digital product development is being revolutionized by new tools, teams, and methodologies. Drawing from my experience building two digital products simultaneously, I showcased how rapid validation methods, distributed teams, and AI-powered workflows are transforming the industry. The talk cut through the hype to reveal which emerging practices are truly game-changing, while giving attendees actionable strategies to speed up development and make AI their ultimate product development partner.

I talked about how non-CRO people like developers, agency owners, and e-commerce business owners can start using conversion optimisation to better understand the needs and anxieties of the people visiting and buying from their websites, and ultimately be able to provide them the experience that is most likely to lead to a conversion and better customer experience.

I discussed how to optimize WordPress sites from a front-end perspective, focusing on how users' devices process pages, common challenges, and tools for improvement. I covered optimisation techniques, Core Web Vitals, and how to manage performance when dealing with multiple themes and plugins - all while keeping the focus on user experience rather than server-side performance.

A talk focused on WordPress front-end performance optimisation, tailored for the Porto WordPress community. I shared practical techniques for improving Core Web Vitals, managing performance with multiple themes and plugins, and creating better user experiences through front-end optimisations.

Experimentation Elite Award are given to people who have made a significant contribution to the CRO and experimentation community.

The Experimentation Culture Community Award is for an individual, a team, or an organization who really helps the broader experimentation community move forward.