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About Cemantica
The SHIFT/CX Experience Orchestration Konferenz brought together experts to examine how artificial intelligence, customer signals, content and automation could be connected to create more context-aware and actionable customer experiences.
Held online on 22 October 2026, the conference explored the experience architecture linking data, content, commerce and automation. Its agenda covered topics including customer intent, real-time personalization, AI decisioning, agentic workflows, journey automation, cross-channel activation and governance.
For more information about the conference and its full agenda, visit the SHIFT/CX Experience Orchestration Conference page.
Eytan Hattem, CEO and Co-founder of Cemantica, joined Katrine Ly, Partner and Journey Management Specialist at DAY21, and Mark Smith, CEO and Co-founder of the Institute for Journey Management, for the conference discussion:
The discussion considered how AI agents are changing the orchestration of digital touchpoints and what these developments mean for the governance of customer experience architectures. It formed part of a wider agenda examining how organizations could move from journey planning towards AI-powered execution.
Watch the session recording below to hear practical perspectives on the evolving relationship between journey orchestration, digital touchpoint management, AI and experience governance.
Eytan Hattem contributed Cemantica’s perspective on how AI is influencing journey orchestration, digital touchpoint management and the wider experience architecture needed to coordinate customer journeys.
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Customer experience has always been at the heart of Eytan’s career and his passions; from his proven track record in international technology implementation projects through to his work as a business consultant supporting clients in their digital transformation journey, aligning business goals with the customer experience.
As a certified CCXP professional, Eytan created Cemantica to help organizations from different sectors understand and transform their customer journeys through best practices and innovative technologies.
A true evangelist and thought leader, Eytan speaks and writes regularly within CX industry media with authority and passion, is a trusted and respected judge at global CX awards, plus mentors fellow CX professionals and start-ups to spread the power of customer experience.
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Events
Shift CX 2026 Experience Orchestration
October 22, 2026
CX Vision 2035
November 5, 2026
Forrester CX Summit EMEA 2026
June 8, 2026
Cemantica JVMP launch event
April 14, 2026