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Kick off the day with a look at how customer expectations are shifting faster than most organizations can adapt. This session lays the foundation for what to expect and unveils key insights from the SAP Engagement Index, our latest global research about where brands are meeting expectations and where the biggest gaps remain. You’ll gain a clear sense of the trends, challenges, and opportunities that will shape the conversations ahead.

Most companies think they’re shaping customer experience but the reality is that customers are shaping it themselves. Armed with AI, they compare, switch, and decide in seconds, widening the gap between what they expect and what brands can deliver. That’s the Engagement Divide.

To unpack what this means for leaders, we’re bringing in one of the world’s most respected marketing and brand strategists: Mark Ritson. He’ll break down the CX trends that actually matter, how influence spreads, how behavior is shifting, and why loyalty now depends on every team (not just the marketing team). And in classic Mark fashion, he’ll cut through the hype, call out what’s real, and show how leaders can keep pace before customers quietly move on.

Customers now decide faster than most organizations can react. One moment with your brand can deepen engagement or quietly undo years of loyalty. This panel explores how leaders and partners can modernize systems powered by AI, improve engagement, and drive real results across the business. Expect real stories, honest lessons, and practical insight.

Today’s customer journey doesn’t start in the showroom – it starts miles earlier. A potential driver spots a model on social, hears it discussed by a trusted expert, watches it take the road in real life, and joins the conversation long before a test drive is ever booked. Preferences and perceptions naturally gain momentum in our fast-paced world. How can marketing teams take the wheel to harness relevant data and channels across the business to influence engagement throughout the customer lifecycle?

In this session, BMW Group’s Head of 1:1 Campaign Management shares how they deliver personalized customer journeys, from new car purchases through connected car upgrades, to drive life-long loyalty. We’ll examine the evolving role of a CRM leaders and what builds credibility in a crowded landscape–where staying top of mind is critical. The session offers a brand-side perspective on how influence is reshaping how brands manage customer engagement at scale.

Wrap up with a review of the key themes, insights, and takeaways that emerged across the sessions. We’ll reflect on what the SAP Engagement Index reveals about shifting customer expectations, how leaders are adapting with AI‑powered strategies, and where organizations can focus next to close the Engagement Divide. Attendees will leave with a clear sense of what to act on now and how to carry today’s learning back into their teams and customer experience initiatives.