Brands & Beyond March 2026

March 23, 2026
1:15 pm

DURATION: 5 minutes time read

Luuk Goenee

Succesmanager

✨ Welcome to the MARCH edition of Brands & Beyond! ✨

AI is reshaping how we market, platforms are redefining how people buy, and attention is becoming the most valuable currency.

In this edition, we explore the shifts that matter. From TikTok turning content into commerce to AI moving beyond screens, and the infrastructure powering it all.

Alongside these developments, we’re also taking steps forward at Deluux — expanding our focus, deepening our expertise, and continuing to build what’s next. Enjoy reading these new updates!

From scrolling to shopping: TikTok Shop lands in NL & BE 🚀

This summer, TikTok Shop launches in the Netherlands and Belgium. Transforming social platforms into fully integrated sales channels. Discovery, inspiration and purchase now happen in one seamless experience, without ever leaving the app.

What makes this shift powerful is the fusion of content, creators and commerce. Products are no longer searched for — they are surfaced, recommended and experienced. For brands, this is a fundamental shift. It’s no longer about being visible, but about being relevant in the moment attention happens.

Industry Game-changer

From screens to surroundings: OpenAI enters hardware

OpenAI is taking its next step — beyond software.

In collaboration with former Apple designer Jony Ive, the company is developing a new generation of AI-powered devices. The first expected release: a smart speaker with a built-in camera, planned for early 2027.

But this is bigger than a new product.

It signals a shift from AI in apps to AI embedded in everyday environments — always present, always contextual.

The takeaway?
Brands will need to rethink visibility. In a world with fewer screens, relevance in real-time moments becomes everything.

Learn more in detail

ELEVATING PEOPLE

🤖 Meta doubles down on AI with an 27B deal in the Netherlands

Meta doubles down on AI — with a €27B deal in the Netherlands

Meta is making one of its biggest AI bets yet. The company has signed a deal worth up to $27 billion with Amsterdam-based AI cloud provider Nebius, securing massive compute capacity to power its future AI ambitions.

This move highlights a broader shift: AI is no longer just about models — it’s about infrastructure at scale. For brands, this matters more than it seems.

The takeaway?
As AI capabilities accelerate, the gap between brands that leverage AI and those that don’t will grow rapidly. The winners will be those who start building AI-driven marketing, content and decision-making today — not tomorrow.

👉 Read more