Anmol Maheshram
CRM Operations Manager
Anmol is CRM Operations Manager for Triggered Campaigns at Compare the Market, where he leads the delivery and optimisation of high-value lifecycle journeys. With experience across CRM operations, data orchestration and campaign delivery, he focuses on turning complex customer journeys into scalable, efficient and commercially impactful experiences. He is particularly interested in how AI can move CRM beyond fixed, rules-based journeys towards more adaptive, personalised customer engagement. His work brings together operational rigour, customer-first thinking and a practical approach to applying AI-led decisioning and personalisation in real-world marketing.
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.