Agenda

CX MASTERCLASS: Redefining CX in the Age of AI

Two immersive days of learning, networking, and hands-on experimentation with CX and AI.

From keynote inspiration to tactical application, here’s what’s in store:

Day 1 (25.11.) will feature star speakers and talks.

Day 2 (26.11.) will be dedicated to hands-on AI masterclasses.

Please note that registration begins 30 minutes prior to the program’s start each day.

 

We have curated a powerful lineup of thought leaders, visionaries, and practitioners in CX and AI for you to enjoy.

Programme content and timetable are subject to change.

 

AI & CX Masterclass (9-18)

25.11.2025
Scandic Marina Conference Center, Katajanokanlaituri 6, Helsinki

Full day of keynotes, talks & strategic Insights from global CX and AI thought leaders

  1. –

    Registration & Welcome Coffee

    Start your day with premium coffee and connections

  2. –

    Welcome to AI & CX Masterclass

    Sirte Pihlaja, CEO, Shirute & Head of Team, CXPA Finland

  3. –

    When Machines Become Customers: Get Ready for This Trillion Euro Opportunity

    Don Scheibenreif, VP, Distinguished Analyst, Global Enterprise Executive Research, Gartner

  4. –

    Networking and refreshments

    Meet fellow CX professionals

  5. –

    The EU AI Act in Action: Turning Regulation Into Responsible Innovation

    Susanna Mäkelä, Legal Advisor, Laissa

  6. –

    Agentic Commerce: The New Frontier of Customer Experience

    Joonas Loueranta, Senior Director, AI & Agentic Commerce, Nexi Group

  7. –

    Transforming to an AI‑native organisation: Lessons learned from Sitra so far

    Teemu Linna, Chief Information Officer, Sitra & Ambassador, Agentics Finland

  8. –

    Buffet lunch

    Enjoy lunch and networking with your peers

  9. –

    Panel Discussion: AI & CX - Finnish Leadership In Action

    Panelists:

    Pia Aaltonen-Forsell, CFO, Finnair

    Hanna Kivelä, Managing Director, Fujitsu Finland

    Juhani Mykkänen, AI Communicator & Advisor, tech entrepreneur (ex-Wolt), podcast host (Helsingin Sanomat) 

    Sari Nevanlinna, Chief Strategy Officer, Veikkaus

    Teemu Vidgrén, General Manager, Microsoft Finland

    Moderator:

    Sirte Pihlaja, CEO, Shirute & Head of Team, CXPA Finland

  10. –

    Customer Experience Gap Analysis - Best Practices for Journey Optimisation, Personalisation and AI-Driven Marketing Optimisation

    Sirpa Toljander, CX Director & Miikka Rahikainen, Martech Director, Dagmar

  11. –

    Are Finnish leaders the antidote to chaos?

    Mark Hayton, Head of Leadership Development, Compensation & Rewards, Wolt

  12. –

    Networking and Coffee Break

    Meet fellow CX professionals

  13. –

    Elevate Your CX To The Next Level With AI

    Mari Eklund, VP, Communication Solutions, Corporate Business, DNA

  14. –

    Supercharge your CX: AI Agents, SEO, GEO and AIO In Action

    Kieran Gilmurray, CEO, Author, AI Strategist, Kieran Gilmurray & Co

  15. –

    Machines Are Customers Too: The Next Frontier of CX & Business Growth

    Katja Forbes, Executive Director & Head, Client Experience, Insights and  Development, Corporate and Institutional Banking, Standard Chartered Bank

  16. –

    Closing of the Day

    Sirte Pihlaja, CEO, Shirute & Head of Team, CXPA Finland

Hands-On AI Masterclasses (9-18)

26.11.2025
Scandic Marina Conference Center, Katajanokanlaituri 6, Helsinki

Interactive workshops and practical AI sessions

  1. –

    Morning Coffee & Setup

    Prepare for hands-on learning

  2. –

    Welcome to Hands-On AI Masterclasses

    Sirte Pihlaja, CEO, Shirute & Head of Team, CXPA Finland

  3. –

    AI Search Optimisation Today

    Kimmo Ihanus, Co-Founder & CTO, Superlines

  4. –

    Networking Break

  5. –

    Winning in the World of GEO and AIO - How To Be Found By AI And Loved By Customers

    Sirte Pihlaja, CXO, Partu AI and CEO, Shirute

    Mika Berglund, CTO & Head of AI, Partu AI and Lead Cloud Architect, Integrata

  6. –

    Networking Break and Lunch

  7. –

    Let AI Spark Your Process - Practical Tools for Human-Centered Work

    Pasi Örn, AI Influencer & Founder, PodStudio and AI & Automation Manager, Visma Amplio

  8. –

    Networking break and afternoon coffee

  9. –

    Design Your AI Twin: Human-Centric Intelligence in Action

    Valto Loikkanen, Co-Founder & CXO, Prifina and Senior Advisor, Digiole

    Sirte Pihlaja, AI Whisperer, CCXP, Trained LEGO (R) Serious Play(R) Facilitator, Shirute

    Markku Pelkonen, Growth Resilience Expert, Educational Transformation Pioneer, Growth Mindset Builder

  10. –

    Amplify Your Twin - Bringing Personality To Life Through Avatars

    Markku Pelkonen, Growth Resilience Expert, Educational Transformation Pioneer, Growth Mindset Builder

  11. –

    Networking Break

  12. –

    Beyond Chatbots: Building AI Agents That Turn Every Employee into a CX Expert

    Espen Varrone, CEO & Founder, Venli

  13. –

    How to govern your AI agents?

    Iiris Lahti, Head of Services & Customer Success, Saidot

  14. –

    Networking Break

  15. –

    From Websites to Agentic Experiences: How AI Becomes the Interface

    Juhani Honkala, Founder & CEO, Ikon AI

  16. –

    How can AI enable a one-person billion-euro company?

    Reidar Wasenius, AI Researcher, Aalto University

  17. –

    Closing of the Event

    Key takeaways and continued learning resources

    Sirte Pihlaja, CEO, Shirute & Head of Team, CXPA Finland