For many SAP customers 80-90% of their revenue comes from repeat business with existing customers, set pricing, terms and conditions - yet business is very unpredictable and filled with inefficiencies. How can AI Agents help us reduce inefficiencies, run a more predictable business and free our teams to win more customers, grow those customers and create new revenue streams? This session will look at SAP’s research into more than 80% of the world’s revenue and the commercial processes of 90% of the world’s largest businesses and unpack the areas where AI and Agents will have the biggest impact on customers and customer facing teams.

Alex Timlin is the Chief Expert for Customer Experience and CRM Solutions at SAP and is globally responsible for go to market strategy and advocacy for SAP’s approach to Intelligent Customer Experiences and connected commercial processes in the SAP Business Suite. With more than 16 years’ experience in the Customer Experiences and CRM space, leading teams across business development, sales, customer success, product marketing and product management and as a founding member of the Customer Engagement Committee for the Data and Marketing Association in the UK Alex has a wealth of experience across a variety of industries into best practices and areas of innovation and opportunity for brands looking to provide better customer experiences and better business outcomes

Peter van Hees is an innovation strategist and inspiring keynote speaker who helps organizations understand how technology and digital change are shaping the future of customer experience. He turns complex trends like AI into clear, practical insights and shows how companies can create more meaningful and connected customer moments.

Your next customer won't browse your website, read your FAQ, or wait on hold. They'll send an agent.

The friction-laden customer journeys we've built - apps, portals, support queues - are about to collapse. In the Agent-First Era, autonomous AI Agents execute tasks on behalf of humans. They compare, negotiate, and transact without patience, emotion, or brand loyalty. The rules of customer experience are being rewritten.

This keynote dismantles the old CX playbook and arms you with what comes next: why UX is being replaced by AX (Agent Experience), how trust becomes a quantifiable metric, and what it means when your "customer" is a machine optimizing for outcomes, not feelings.

The businesses that thrive won't be the ones with the prettiest interfaces. They'll be the ones whose systems are legible, trustworthy, and frictionless - for machines.