CX Masterclass 2025

Kieran Gilmurray, CEO, Kieran Gilmurray & Co, is an internationally renowned AI expert and the world's first Chief Generative and Agentic AI Officer. He is the author of three books, including Agentic AI: A Business Leader's Guide to the Future of Work, which provides practical insights into agentic AI and the evolving digital workforce. With over 30 years of experience, Kieran has led award-winning AI and digital transformation programmes for IBM, Intel, PEGA and others, delivering significant business impact.

In the CX Masterclass, he will explain how generative and agent-based AI are shaping customer encounters, expert work and leadership. In his keynote presentation on the first day, Kieran will introduce the audience to the world of AI agents and the impact of technological disruption. On the second day, you will participate in a hands-on workshop where you will learn practical ways to effectively leverage AI agents, SEO, and GEO, and integrate them into the development of customer encounters.

Don Scheibenreif is Vice President, Distinguished Analyst with Gartner's Customer Experience research group and a leading expert on customer experience and digital business. He has been with Gartner for over 14 years and previously spent over 20 years in marketing leadership roles at Coca-Cola and Quaker Oats (now PepsiCo), among others. Don drives Gartner's research on machine customers and is the lead author of When Machines Become Customers. He is an experienced international keynote speaker who helps business and IT leaders navigate the future of CX in the age of AI and automation.

Don Scheibenreif's keynote will show us how machine customers are revolutionising business and what organisations need to understand to keep up with the change.

Sirte Pihlaja is an internationally renowned customer experience and AI expert who helps companies develop AI-enabled, customer-centric business models and AI strategies. As CEO of Shirute and head of team at CXPA Finland, she is a trailblazer in the use of Agentic AI to develop customer and employee experiences, and has published a groundbreaking study on machine customer experiences.

The playing field of customer experience is changing as customers increasingly become machines. In her talk, Sirte Pihlaja will discuss how CX professionals need to renew their thinking and update their skills in the era of AI agents, and what the change means in practice for customer insight and interaction design.

Valto Loikkanen is an internationally experienced entrepreneur who has worked in technology and innovation for more than 20 years. He is the co-founder of Prifina and serves as the company's Chief Experience Officer, responsible for user experience and system architecture design. Valto believes in individual data ownership and solutions that combine privacy and AI capabilities.

Valto will present the possibilities of talking products and AI twins, and run a hands-on workshop where you can create your own AI twin.