Experience Online 2026

As AI changes how we identify opportunities, understand users and optimize digital products, the fundamentals of experimentation and measurement become more important, not less.

This session explores the challenges of driving product growth beyond traditional eCommerce funnels, from defining meaningful success metrics and building a solid measurement foundation to understanding user intent and using AI to identify new opportunities for experimentation and personalization.

With 25 years in digital, Sandip Amlani has led experimentation programmes at companies including Electronic Arts, Experian and Cisco. In this talk, he shares where programmes go to die, from incentives that reward delivery over performance to tests run to justify decisions already made, and why in some businesses experimentation simply isn't worth the bother. He'll show you how to tell if yours is one of them, before you spend a year finding out the hard way.

Nestlé’s Veronica shares what it truly takes to own global brands across markets with vastly different languages, cultural sensitivities, and maturity levels—drawing on her real experience managing complexity across 11 countries. Rather than reinventing the brand in each market, the approach centers on protecting the core brand properties, big idea, and media principles while precisely adapting how the story lands through language, cultural moments, and on-shelf product realities. Translation is not localization, and this is where most of the value is either created or lost. Through behavioral economics insights on building local value for global brands, plus good and bad case studies from Nestlé and other major players, you’ll gain a practical framework for turning global consistency into local relevance without diluting what makes the brand powerful.

We have more data, more AI, and more ways to measure customer behavior than ever before, but are we actually getting better at understanding what drives decisions?

In this panel, Talia Wolf, Luiza de Lange, Daphne Tideman, and Kelly Wortham explore what happens when the metrics we can easily measure aren’t the ones that matter most. They’ll discuss how to identify the metrics that actually drive customer and business outcomes, where AI strengthens research, and where human judgment is still essential and how to understand a customer journey that increasingly happens outside the funnel we can track.