PI LIVE Europe 2025 brought together leaders across performance marketing to explore the next era of partnerships.
Decision makers from brands like Samsung and Wise addressed thousands of attendees in London, sharing insights on everything from the rise of creator commerce to how AI is reshaping SEO strategy.
But PI LIVE wasn’t only about industry trends. The goal was simple: strengthen global partnerships and grow trust through real conversations.
“These events are invaluable for building relationships and staying connected with the space,” said FlexOffers Director of European Markets Louise Lanorias. “Face-to-face conversations often close those gaps that email can’t.”
Cross-Cultural Collaboration in Motion
The energy during the two-day conference was high with attendees expressing feelings of optimism and collaboration, despite industry changes and challenges.
FlexOffers had more than 60 meaningful conversations with creators, publishers, and advertisers, with participants circling back to the booth several times to speak with Louise.
Many global partners valued having one network contact that opened doors to multiple publishers and advertisers, a key differentiator for FlexOffers. European partners were also interested in the company’s strong presence in US markets, as organizations seek to expand beyond their borders.
Collaboration was key; throughout the conference was a strong sentiment of “your performance affects my performance.”
“These events always feel collaborative because affiliate marketing is such an interconnected ecosystem,” Louise explained. “Everyone’s success supports everyone else’s.”
FlexOffers stood out not only as a network, but as a trusted connector, helping partners navigate and scale in expanding, global markets.
The Gen AI Shift: Disruption in Content, AEO, and SEO Strategy
During the conference, attendees spoke about industry challenges.
One key concern centered on the use of Artificial Intelligence, with several sessions exploring the topic, including one presented by the Affiliate & Partner Marketing Association (APMA). Conversations about AI use were both cautious and hopeful.
According to the APMA, 70% of affiliates saw AI as an opportunity compared to the 5% who said it was a threat; the remaining quarter said the technology could be both.
One major shift has been adapting content to reflect “zero-click” searches from AI-created overviews.
Publishers are losing clicks and traffic because users get information directly from AI-generated search results instead of visiting their sites. Some attendees were combating this by increasing organic traffic from social platforms.
Even though AI presented challenges, it also drove innovation, as networks used it for more intelligent reporting and program recommendations. Several networks are currently developing technology to help attribute zero-click interactions, working to provide visibility for publishers even when there’s no click involved.
Meanwhile, publishers are exploring how to build AI shopping assistants. For example, when a user types “holiday items under $10,” the tool pulls from product feeds and injects affiliate links directly into the results.
Some companies were seeking to work with publishers to power those tools on publisher sites, representing future opportunities.
Overall, the conference maintained a hopeful tone, reflecting the 80% of publishers in the APMA survey who expressed optimism about the year ahead.
Affiliate Marketing’s Ongoing Visibility Challenge
Affiliate marketing is a mainstay, yet its position within broader performance strategies remains overlooked and was still a topic in 2025.
Despite the industry’s growth, one challenge continues to surface: securing recognition and investment at the executive level. Some brands still view the channel as an afterthought within partner marketing, often the last to receive budget and the first to lose it.
While perceptions are improving, the industry faces an ongoing education gap.
According to several conference sessions, continued advocacy from senior marketers is needed. Their influence can shift executive perception, positioning the channel as a strategic driver rather than a tactical add-on.
Performance Marketing is Transforming, But Relationships Are Still Key
Events like PI LIVE Europe highlight what keeps performance marketing moving forward: global partnerships, adaptability, and shared growth.
Affiliate marketing will continue to play a role within the broader performance marketing world, propelled by evolving network technologies and innovative revenue models that empower both publishers and brands to scale smarter.
As tech advances and collaboration deepens, the industry’s next chapter will be defined by greater visibility, credibility, and impact across every level of the partner marketing ecosystem.
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