Wednesday Executive

From campaigns to always-on marketing with AI

From campaigns to always-on marketing with AI




17.00 - 20.00


Smålandsgatan 7



From campaigns to always-on marketing with AI

With the emergence of artificial intelligence (AI), traditional marketing is wading into troubled waters – and practitioners don’t need a data scientist to feel a major shift coming. We continue to layer consumers with messaging, as we’ve done for years – strategic campaigns and segments, retargeting, real-time media buys, mobile push, personalized email – but nothing moves the needle like it did a few years ago.

Given the state of marketing in general, it’s clear that we have to change how we think about engaging customers. The concept of one-to-one marketing was popularized more than 20 years ago, but the technology was never available to actualize the vision. Now, with the advent of real-time AI, and the undisputable benefits to both business outcomes and customer experiences, the only remaining challenges are around culture and inertia.

Welcome to a Wednesday Executive Round Table where we will discuss how companies can improve their customer engagement with the power of AI. You will also hear first-hand experience from Swedbank. The evening will give you new insights, ideas and the possibility to network with people in similar postions in other companies. 

Please note that this event only directs to you who work as a Marketing-, CRM-, CX-, Customer Insight-, CIO and Digital Marketing Manager or similar within B2C in a medium to large company. This event will be extra interesting for you who work in following sectors: Financial Services, Banking, Insurance, Telecom, Utilities, Travel and Retail. 

Examples of invited companies are: Tele2, Ericsson, H&M, Länsförsäkringar, Vattenfall, ICA and SAS.

Please note that this event is limited to 10 guests.


17.00 | Welcome and drink

17.30 | Moderator presents the agenda for the evening

Mats Gustafsson, founder & CEO, Wednesday Relations

17.40 | Learn how brands such as RBS, Elisa, Sprint and British Gas are re-imagining their customer engagement with the power of AI. Hear first-hand experience from Swedbank.

Robin Collyer, Marketing and Decisioning Specialist at Pegasystems

MariAnne Ygberg, Head of Customer Value Management Tools at Swedbank  

18:10 | Contribute your thoughts and challenges through a group conversion over dinner

19:50 | Summarize and ending

Annika Javestad


"A very appreciated event format that invites you to new insights, interesting discussions and networking."

Kajsa Arvidsson


"I really liked the format of the event. It generated good discussions and a couple of good key insights."


Robin Collyer


Robin Collyer is Marketing and Decisioning Specialist at Pegasystems where he helps some of the world’s largest companies appreciate and adopt the benefits of Artificial Intelligence:  enabling contextual customer engagement through next best action. An experienced senior sales and marketing executive, Robin has for the last 20 years led sales and marketing teams.  Previous companies have included Concrete Media, Aprimo, smartFOCUS and Xerox. In a world that is increasingly omni-channel, Robin is passionate about working with brands in a range of verticals and geographies, always championing customer-centric thinking to drive revenue growth, revenue protection and improved customer engagement.

MariAnne Ygberg

Head of Customer Value Management Tools, Swedbank

MariAnne Ygberg is Head of Customer Value Management Tools at Swedbank and thereby drives the agenda for and development of capabilities to support customer value management on group level. Swedbank is entering a journey towards increased customer centricity by implementing next best actions in inbound and outbound channels as well enhancing analytical capabilities. MariAnne has throughout her career worked with CRM/campaign related areas; as a consultant or with line responsibility; as a project lead or during recent years as a heading varying sizes of departments. Previous companies include Peugeot, Accenture and Com Hem.

Send your interest

Executive Partner

Pega’s adaptive, cloud-architected software – built on the unified Pega Platform – empowers people to rapidly deploy, and easily extend applications to meet strategic business needs. Over its 30-year history, Pega has delivered award-winning capabilities in CRM and Digital Process Automation, powered by advanced artificial intelligence and robotic automation, to help the world’s leading brands achieve breakthrough business results.

Real Time Web Analytics