Hyperscale Intelligence
AI Revolution for CRO
The old rules are breaking.
While you’re reading this, AI is predicting which headlines convert, personalizing checkout flows, and discovering breakthrough changes through patterns invisible to human analysis. This isn’t boardroom guesswork. This is hyperscale intelligence.
is your invitation to tomorrow.
Experience a world where optimization happens automatically, insights emerge faster than implementations, and the impossible becomes routine. Join the pioneers building tomorrow’s CRO-where hyperscale intelligence transforms how humans and machines collaborate to create flawless customer experiences.
The future of conversion is intelligent. The future of intelligence is hyperscale.
Featuring Speakers From
Speakers
Jorden Lentze
Senior Product Manager Apps 
Fabian Alvares
Global head of CRO & Experimentation 
Cristina McGuire
Senior Data Scientist - Experimentation 
Jandro Saayman
Head of User Experience Design 
Charlotte Golding
Head of Experimentation 
Makram Mansour
Principal - Emerging products 
Tracey Reed
CRO Lead 
Erika Sentz
Manager, Events Marketing 
Sanjana Gupta
Product Manager 
Dorian Crespo Gonzalez
Experimentation & Personalization Specialist 
Josh Jennings
Sr. Website Strategy Manager 
Andy Boyd
Chief Product Officer
Chris Gibbins
Chief Experimentation Officer
Talia Wolf
Founder and CEO
Dana DiTomaso
President and Partner
Iqbal Ali
Experimentation Consultant
Brian Massey
Managing Partner
Matthew Mamet
Product & Growth Advisor 
Emily Isted
Director of CRO
Matthew Hanwel
CRO Manager, EMEA
Matthew Maidment
Head of CX
Agenda
Live|Workshop
Designing AI Workflows That Deliver Value and Empower Creativity
AI chat tools can feel confining, especially when you’re pushing the boundaries of CRO. Join Iqbal Ali as he shows you how to move beyond chat prompts and design AI workflows that actually empower creative testing, deliver reliable insights, and keep your experiments grounded in real value.
In this hands-on session, you’ll see how smart, targeted workflows in n8n — guided by Iqbal’s practical approach — can make your experimentation faster, your ideas sharper, and your results truly actionable. Leave with the confidence and know-how to turn every test into measurable impact, with AI as your ally, not your bottleneck.
Speakers
Iqbal Ali
Experimentation ConsultantUnlock how Virgin Media O2 uses experimentation and personalization to break down organizational silos, drive customer-centric innovation, and foster collaboration. Discover actionable strategies, real-world examples, and expert insights to transform your team’s approach to experimentation and continuous improvement.
Speakers
Charlotte Golding
Head of Experimentation Chris Gibbins
Chief Experimentation Officer
Growth isn't just a tool problem-it's a people problem. In this fireside chat, Matthew Mamet and Andy Boyd unpack what it really takes to build a culture of experimentation in the age of AI. Drawing on their years of experience at TripAdvisor to IBM Watson, they've seen what works (and what doesn't). Expect stories, frameworks, and practical takeaways on turning testing into a habit and AI into a trusted teammate.
Speakers
Matthew Mamet
Product & Growth Advisor Andy Boyd
Chief Product OfficerCristina McGuire argues that the future of experimentation lies at the intersection of strong science and strong teamwork. Learn how Chewy reduces uncertainty with smart A/B testing—even in data-poor conditions—and proactively avoids pitfalls, from statistical errors to unclear KPIs. Hear how AI tools and human context combine to uncover truth, drive growth, and foster a transparent, learning-driven company culture.
Speakers
Cristina McGuire
Senior Data Scientist - Experimentation Join Jorden Lentze, Senior Product Manager at Booking.com, as he reveals the inside story of how experimentation became an everyday habit at one of the world’s most innovative digital brands. This session dives into Booking.com’s practical frameworks for building a culture of hypothesis-driven product development, making testing routine for every team, and using both wins and setbacks as fuel for learning. Jorden unpacks the art of selecting impactful tests, scaling insights across global teams, and continually evolving in response to new technology — including the role of AI and synthetic users.
Speakers
Jorden Lentze
Senior Product Manager Apps What if your next big win came from daring to outdo every competitor — on experience, not price? Tracey Reed’s mantra of curiosity over convention has unlocked over $100M in growth and transformed how airlines and ecommerce teams play the game. In this session, Tracey shares the inside story of how Air New Zealand built a culture where experiments do more than tweak conversion —they rewrite the rules for delighting customers and rallying teams behind bold ideas.
Speakers
Tracey Reed
CRO LeadLive|Workshop
From Data Dump to Discovery: Using AI to Decode User Behavior in GA4
GA4 gives you mountains of data, but finding the conversion insights that actually matter feels like searching for needles in a haystack. Join Dana DiTomaso as she shows you how to turn AI from a chatbot into your pattern-recognition partner, spotting behavioral signals and surfacing optimization opportunities you'd rarely find manually.
In this hands-on workshop, you'll learn how to build repeatable prompts and workflows that transform GA4's raw behavioral data into actionable CRO hypotheses. Walk away with techniques you can implement right away to find your next winning test, with AI doing the heavy lifting while you focus on strategy.
Speakers
Dana DiTomaso
President and Partner
Unstructured feedback. Scattered data. Slow answers. Josh Jennings tackles one of today’s biggest challenges: turning mountains of user testing into insights teams can actually use — and do it fast, with AI.
This session dives into hands-on approaches for capturing user feedback, using AI tools to surface patterns and actionable takeaways, and sharing insights where they make the biggest impact. From real examples to practical frameworks, Josh shows how blending human research with intelligent automation drives decisions that delight users and make marketing teams smarter.
Speakers
Josh Jennings
Sr Website Strategy Manager
Forget one-size-fits-all playbooks. At Pizza Hut, the highest-impact experiments start by uncovering what real customers crave—and what stands in their way from click to crust. Fabian Alvares, Global Head of CRO & Experimentation, joins Chris Gibbins to reveal how deep research, hands-on usability testing, and a problem-first mindset turn challenges into growth across 100+ markets. From ingredient shortages and culture clashes to delivery mysteries and flavor innovations, get a behind-the-scenes look at Pizza Hut’s collaborative approach to ideation and experimentation.
See how and why the richest insights come from embracing operational messiness, listening to users all the way to their doorstep, and reframing experimentation as a teamwork sport that tackles customer problems head-on—wherever they pop up in the journey.
Speakers
Fabian Alvares
Global head of CRO & Experimentation Chris Gibbins
Chief Experimentation Officer
In this session, Hype Digital sits down with the Head of User Experience Design at Ackermans to unpack how one of South Africa’s largest retail brands approaches experimentation and personalisation at scale. Together, they explore the evolving intersection between design systems, AI-powered insights, and cross-functional collaboration — revealing how Ackermans balances creative velocity with design consistency, while testing its way to better customer experiences.
From mobile-first testing and progressive personalisation to integrating behavioural data and qualitative insights, this conversation dives deep into how Ackermans is shaping a new era of data-informed design. Expect real-world A/B test stories, lessons from failed experiments, and practical takeaways for CROs, marketers, and product teams looking to operationalise experimentation without losing sight of human-centred design.
Speakers
Jandro Saayman
Head of User Experience Design Emily Isted
Director of CRO
Live|Workshop
Testing Persuasive Messages Using AI
Landing pages will make or break your ad campaigns. Messaging is the most important aspect of a landing page, whether it is the ecommerce product descriptions or lead generating copy. It is also the most difficult aspect to test.
Until now.
Join Brian Massey, founder of Conversion Sciences, who will share a methodology for the creation of testable messaging using psychology and AI-driven GPTs.
Speakers
Brian Massey
Managing Partner
Imagine a brand that knows you want a surprise before you do — whether you’re browsing TurboTax or navigating QuickBooks Payroll. Makram shows how curiosity plus machine learning helped teams like Intuit and LinkedIn listen harder, tune into micro-desires, and deliver delight users never knew they needed. Packed with bold frameworks and brand stories, this talk is a celebration of using AI to put “you” at the center — making even the biggest platforms feel exquisitely personal.
Speakers
Makram Mansour
Principal - Emerging products It's time to move beyond algorithms and see what makes personalization truly sing—emotion, narrative, and strategy. Talia Wolf (Getuplift) leads a dynamic, unfiltered discussion with Erika Sentz (WP Engine) and Sanjana Gupta (Forbes Advisor)— rewriting the rules on how personalization is built, tested, and felt in the wild. From Erika’s knack for translating community voices and developer feedback into subtle, story-driven site experiences, to Sanjana’s playbook for embedding experimentation in the heart of editorial and product—this panel shatters the myth that personalization is just about data and segments.
Speakers
Sanjana Gupta
Product Manager Erika Sentz
Manager, Events Marketing Talia Wolf
Founder and CEO
Explore BAT and REO Digital’s four-year journey transforming customer experience through CRO and personalization. Learn how data-driven experimentation, cross-market insights, and innovative strategies delivered measurable results, improved user journeys, and set new standards for digital optimization in a regulated industry.
Speakers
Matthew Hanwel
CRO Manager, EMEA
Matthew Maidment
Head of CX
How do you make personalization work in two worlds — where one day you’re localizing campaigns for Samsung across the BENELUX, and the next you’re connecting experimentation with enterprise strategy at EY? Dorian Crespo Gonzalez shares the playbook she’s built, from hyper-local A/B tests for digital launches to bringing together fragmented delivery and data streams for truly personal user journeys.
Speakers
Dorian Crespo Gonzalez
Experimentation & Personalization Specialist Faqs
ConvEx 2025 by VWO is a 100% virtual event. You can tune in from the comfort of your place from anywhere around the world.
Knowledge should be free, and hence, the event is absolutely free to attend :)
The business professionals who will find the most value in this event include those from the following functions: conversion rate optimization/experimentation, marketing, product management, growth, UI/UX, and data analysis.
Seniority is no bar at ConvEx 2025. Whether you are a founder, VP, director, senior manager, or a fresher/individual contributor, there is something for everyone.
You don’t need any special preparations. We will notify you when the event goes live.
Short answer: It is both.
Long answer: We will publish pre-recorded sessions every day and notify you once they go live. However, there will be LIVE workshops conducted every day, for which we request your live attendance. We will send over a calendar invite to you with all the instructions to join the workshops.
ConvEx, which stands for Conversion Experience, aims to inspire and motivate businesses worldwide and across different verticals with the growth stories of world-leading brands.
This year, we take note of the AI revolution and how hyperscale intelligence is enabling faster growth for businesses.
ConvEx 2025 is the 5th edition of the annual event by VWO. Some of the most sought-after experts have chosen to share their invaluable insights at the event including but not limited to Ronny Kohavi (Microsoft), Lukas Vermeer (Booking), Simon Elsworth (Whirpool), Rose Jia (Amazon), And Ozbay (Etsy), Marianne Stjernvall (Coop), Marcello Pasqualucci (Sky), and many more! See the full list here.
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