Experimentation Unite

Accelerating Personalized Experiences in an efficient content pipeline with FirstSpirit & Kameleoon.

We often hear that AI will change experimentation. Surprisingly, concrete examples of how teams actually use it in everyday life to fix real bottlenecks are still quite rare.In this session, we take a look at CH Media's journey from simple but time-consuming visual editor tests to AI-assisted experiments that unlock new possibilities. We show how AI is changing experimentation at CH Media, where it helps the most, and what it takes to make it work in reality.

AI will automate all workflows - that's what they say. Indeed for certain aspects of CX AI offers a lot of mindblowing opportunities to not only speed up processes but also democratising CX availability. But are they the right ones for your customers? Join this deep dive into the integration of AI in the CX lifecycle. We will demonstrate practical use cases—from building synthetic personas to rapid asset testing—and show how to close the loop by validating AI-generated hypotheses with real user data.

Scaling experimentation in a large organization is rarely a tooling problem. It is a human one.
In this session, I’ll share the journey of building a decentralized experimentation framework across four airline brands within Lufthansa Group. From early centralization to empowering local teams, we’ll look at the mindset shifts, governance trade-offs, cultural challenges, and concrete operating models that made scale possible. A practical, honest look at what it really takes to move from a single experimentation team to an organization where testing becomes the norm.