Elevating CX: Personalization, design, and digital trust at scale

Sessions in rooms

Chair: Sylwia Kechiche, VP of Industry Analysis, OpenSignal

11:00 - 11:30
From data to delight: Personalizing customer journeys at scale

• How CSPs are moving beyond segmentation to real-time, context-aware personalization
• The role of AI and automation in delivering consistent experiences across channels
• Balancing personalization with privacy, consent, and regulatory requirements
• Lessons learned from scaling personalization across millions of customers

Sylwia Kechiche, VP of Industry Analysis, OpenSignal
Mahmoud Elsahawy, Vice President, Mobile Networks Supercisory Department, Rakuten Mobile

11:30 - 11:45
From CIO Insight to Industry Impact: Accelerating AI-Driven Transformation

• Connecting CIO insight to execution: How Gartner IT4C brings clarity to investment priorities, linking capabilities and ODA to business outcomes
• From AI ambition to measurable CX value: Moving beyond pilots to scale AI for customer experience, enabled by architecture, data, and operating model alignment through ODA
• Partnership in action: How TM Forum, Gartner, and Vodafone combine insight, Open Digital Architecture (ODA), and real-world application to deliver repeatable, industry-driven transformation

Ayman Fathy-Mostafa, Managing Executive of IT, Vodafone  
Joann O'Brien, VP Ecosystems & Labs, TM Forum  
Michel van Buitenen, Managing Vice President, EMEA Industry lead for High Tech, Telecom & Media, Gartner

11:45 - 12:00 
From generative AI to agentic CX in telecommunications

• Explore how telecommunications is evolving from deterministic “if-then” chatbots to autonomous AI agents capable of multi-step orchestration
• Learn how leading CSPs are using Agentic AI to connect network operations with customer experience and deliver hyper-personalized services at scale
• Discover real-world examples of operational savings and innovation enabled through alignment with TM Forum’s Open Digital Architecture (ODA)

Pak Ming Wan, Director of Engineering, Applied AI Incubator, Google
Eric Tyree, Executive Director Data and AI, Virgin Media O2