RIGA COMM 2025: From Findability to Human Connection in the Age of AI
Event: RIGA COMM 2025 (9-10 October)
Author: Kristine Kostamblocka
The Power of Fresh Perspectives
RIGA COMM once again brought together inspiring professionals, innovators, and business leaders shaping the digital landscape across marketing, communication, and technology.
One of the highlights for me was the session by Christina Värno, Head of Strategy & Partner at Convertal, who spoke about how search behavior is evolving across platforms.
Her talk on the shift from visibility to findability and the idea that “people don’t just want answers — they want trusted, contextual ones” was incredibly refreshing and thought-provoking.
She connected many important dots, from the decline of Google’s search monopoly to the rise of multi-platform discovery and the increasing role of authenticity and trust in how users seek and consume information. It was a powerful reminder that modern marketing is no longer about being everywhere, but about being discoverable in the right way and in the right place.
YouTube: Still the Discovery Giant
Another standout session for me was “From Views to Revenue: How E-commerce Brands Can Win on YouTube.”
It was a strong reminder that YouTube is far from losing relevance; it remains the second-largest search engine in the world, with over 2.5 billion monthly users. Today, it’s not just a video platform but a discovery and consideration engine that directly influences purchasing decisions.
Key insights from the session:
76% of consumers are on YouTube, actively engaging with product-related content.
YouTube Shorts are seeing 186% year-over-year growth in daily views, proving that short-form, authentic, and mobile-first content drives engagement and conversions.
Optimized videos- with proper transcripts, metadata, and cross-platform linking - now play a major role in AI-driven search visibility.
For marketers, YouTube demands its own strategy — a thoughtful mix of storytelling, technical optimization, and data-backed decisions.
My Three Broader Takeaways from RIGA COMM
Human voice matters more than ever.
In a time dominated by AI, authenticity, empathy, and personal tone are the foundations of connection.People buy from people.
Personal brands drive trust and engagement. Let the people behind businesses be seen and heard, because trust is built person-to-person.Strategy cuts through the noise.
Marketing today means choosing wisely. With so many platforms and channels, success depends on being strategic and intentional about where and how you show up.
My sincere thanks to Andris Breske and the RIGA COMM team for curating such a meaningful and content-rich event. The exchange of ideas, creativity, and innovation was both inspiring and motivating.
Events like this remind us that marketing is not just about tools and technology, it’s about people, clarity, and connection.
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