2026 POI European Summit Amsterdam (Past)

POI European Summit 2026 Amsterdam

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From assisted to automated growth: XTEL at POI European Summit Amsterdam Amsterdam, May 11–13, 2026

 

The 2026 POI European Summit brought together some of the sharpest commercial minds in the CPG industry. XTEL was there for all of it. Across three days in Amsterdam, our team held 1:1 meetings and demos. We also contributed to the programme with sessions that addressed what matters most right now: how AI is changing the way revenue management gets done.

 

A panel on the AI foundations of revenue management

On May 12, Ed Bishop took to the stage alongside Stuart Hartley (Bacardi) and Yulia Kozytska (Mondelez). Together, they explored what it takes to build the AI foundation for the next era of CPG revenue management. Rather than debating AI’s potential, the conversation focused on harder questions. What do account managers genuinely need to perform? Why do so many AI implementations stall at the advisory stage? And how can organisations restructure decision rights to act faster without losing control? The panel also examined how to create the right conditions for testing non-intuitive strategies. In addition, they discussed what embedding AI into promo planning rhythms actually looks like — beyond pilots and proof of concepts.
 

A lightning talk that reframed the conversation

 

Theophile Guiton also took the stage for a lightning talk that shifted the debate in the room. The question, he argued, is no longer what you would do with an AI agent. Instead, it’s why so many organisations still aren’t using one. The answer comes down to trust. And trust isn’t built through promises — it’s built through execution, partnership, and outcomes you can actually see.

 

The conversations that ran throughout the event

Between sessions, the same pressure points kept coming up. How do you modernise trade investment practices? What does omnichannel execution look like at scale? And how do you turn data into decisions that move the business — not just inform it? That evening, moreover, a select group of peers joined us for dinner at Restaurant MOON — one of Amsterdam’s most distinctive venues — to keep the dialogue going in a more relaxed setting.
 

Want to continue the conversation? Contact us.

Don’t miss our POI dinner in Amsterdam at MOON (May 12)

Join XTEL and your peers at Restaurant MOON on May 12. It’s an evening of great food, good conversation, and a relaxed way to keep the day’s discussions going after the Summit sessions.

 

Nestled in one of Amsterdam’s most distinctive dining venues, MOON is a rotating restaurant with panoramic views — making it ideal for networking in a more informal setting.

 

Coming with a specific question? Or simply looking to connect with others facing similar commercial challenges? Either way, we’d love to see you there.

On stage

Add our AI session to your POI Spring Summit agenda 

 
Panel Session | May 12 – 14:30 

From Assisted to Automated Growth: Building the AI Foundation for the Next Era of CPG Revenue Management (TPM – TPO- RGM)

– The Practitioner’s Reality: What Account Managers actually need to win.
– The Insight-Action Gap: Why “Advisory” AI fails and “Actionable” AI scales.
– The Governance of Speed: Redefining decision rights and “Permission to Act”.
– Risk as a Lever: Cultivating “Safe to Try” zones for non-intuitive strategies.
– From Tooling to Routine: Embedding AI into the rhythmic DNA of promo planning.

Speakers: Ed Bishop (XTEL), Stuart Hartley (Bacardi), Yulia Kozytska (Mondelez)

 

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