Alex Schaeffer

Senior Director of Product Marketing (AI) Ford Motor Company

Day 2 (25 February)

8:40 AM KEYNOTE PRESENTATION: Change Without Churn: Communicating AI-Driven Updates So Your Network Actually Adopts Them

A major AI investment only pays off if the people it's built for use it. Every update changes someone's daily work, and how it's communicated determines whether it earns trust or adds friction. Assuming "they'll get used to it" is how adoption stalls, workarounds spread and good people leave.

Drawing on work to connect franchise operations into a singular AI-enabled experience, this session covers:

- How to communicate change in a way that builds trust, drives adoption and proves value early

- Why fragmented updates, such as duplicate tools and conflicting asks, create hidden churn, and how to give people one consistent experience

- Closing the feedback loop: how to listen in the flow of work, validate patterns and show people what changed because of them

- How to predict and prevent friction before it reaches the people (and customers) who feel it

Check out the incredible speaker line-up to see who will be joining Alex.

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