Cailin Crowther
CRM Personalisation Manager
Cailin leads CRM Personalisation at Compare the Market, where she is focused on using data, technology and AI to create more relevant customer experiences at scale. With a background in CRM strategy, customer data and lifecycle marketing, she is passionate about helping teams move beyond traditional marketing approaches and embrace the next generation of personalisation. Her work combines commercial impact, customer-centric thinking and a practical approach to making AI work in the real world.
Monday, September 28, 2026
AI Decisioning in Practice: Moving from Legacy CRM to Intelligent Engagement
3:00 PM - 4:30 PM
Every brand says it wants to be AI-ready. Few have actually rebuilt what's underneath to make that true. Saul Lopes, Head of Customer Marketing & Engagement at Compare the Market, walks through the real journey — not the highlight reel — of moving off a legacy CRM and into intelligent, AI-driven engagement. From rethinking the data foundation, to applying AI decisioning across real lifecycle marketing journeys, to building the team and operating model to sustain it, this session is a practitioner's blueprint for what it actually takes to modernize customer engagement at scale. Leave with a clearer view of where to start, what to fix first, and how to build a team that can grow with the technology.