XTEL & EPP Executive Meeting London (Past)

Hosted at the Clermont Hotel Group – West End Cluster, the event opened with a welcome from Pol Vanaerde, Founder of EPP, setting the stage for an afternoon that challenged conventional thinking and sparked new perspectives.

Wendy Janssen, Global Director SRM Analytics at Mars, delivered a compelling session on AI adoption in RGM — making the case that people, processes, and governance are the true enablers of change, not technology alone.

Hasan Guliyev, NRM/RGM Leader DACH & Europe at BIC, followed with a deep dive into how data and AI are driving smarter trade spend allocation, sharper promotion planning, and more agile assortment decisions — with concrete use cases on ROI improvement and waste reduction.

The afternoon culminated in an interactive session led by Piet Surmont and Alexander Schmitt from XTEL, together with Mauricio Esteves from Microsoft — where participants rolled up their sleeves to design AI-driven solutions for real commercial challenges, working in groups to explore both targeted and end-to-end value creation.

The event closed with a lively networking aperitif, giving attendees the opportunity to continue the conversation and build lasting connections with industry peers.

Want to explore what AI-driven RGM could look like for your business? Contact us.