Anna Devine
Anna Devine
Optimisation Lead
Anna Devine is Optimisation Lead at SCHMACK. Her role is to go into organisations,understand where they are today, and work out how to get them to a better, moreefficient future state. That can span people, process, governance and technology;and often all four at once. She is known inside SCHMACK for fixing things: not simply identifying what isbroken, but working out how to actually move it forward. Organisations can becomestuck when ownership is unclear, capability is fragmented or nobody has theauthority and distance to look across the entire system. That is the space Annaoperates in. At Braze Forge, she brings that lens to AI and organisational readiness: exploringhow leaders can bring together Knowledge, Capability and Governance to create AIsystems their teams can trust, reuse and scale; whilst building an organisationready for both what AI can do today and where it goes next.
Tuesday, September 29, 2026
Made to Last: Building a CRM Strategy that outlives the moment
8:00 AM - 9:15 AM

CRM has been through a lot over the past 20 years; automation promised speed, mobile put it in your pocket, and AI said it would do it for you. Each era left behind the brands still optimising for the last one.

Now with AI, we’ve watched businesses overcome technical bottlenecks, but we’ve also seen the organisational chaos that followed. Teams build assistants in isolation, prompts are duplicated, knowledge becomes fragmented, and no one knows which tools, outputs or workflows can be trusted. The answer isn’t simply more AI, it’s future proofing how it’s used.

In this session, SCHMACK shares a practical approach for scaling AI through three foundations: Knowledge, Capability and Governance. You'll learn how to create reusable AI systems instead of one-off experiments, how to scale AI and deliver at pace, and which measures demonstrate real business value.