Join Us for an Exclusive Executive Masterclass & Dinner
Loyalty by Design: Building Trust in an AI-Driven World
The Ortus Club and SAP invite CX, Marketing, and Digital leaders in Milan to an evening of candid, peer-to-peer conversation over exceptional food and drink. This is a closed-door, off-the-record session — no presentations, no sales pitches, just an honest exchange of ideas with a carefully curated group of senior executives who are navigating the same challenges you are.
The Topic
Loyalty by Design: Building Trust in an AI-Driven World
Are your loyalty efforts building something that lasts, or simply driving the next transaction? People may forget individual interactions, but they remember how your organisation made them feel — understood, valued, and confident they made the right call in staying with you. In today's AI-accelerated world, those impressions form in seconds and compound across every touchpoint, digital and human alike.
The stakes have never been higher. As AI reshapes how organisations engage with customers and clients, the gap between brands that use it to deepen relationships and those that use it merely to optimise conversions is widening rapidly. Loyalty is no longer a programme — it is an outcome of every decision you make about data, personalisation, and human connection.
This session will examine what it truly takes to move customers and clients from transactions to lasting relationships: understanding where trust is won or lost in the journey, how AI can make experiences feel more relevant and consistent without feeling cold, and what the most forward-thinking organisations are doing differently.
Discussion questions will include:
How is the psychology of loyalty shifting across B2C and B2B environments, and what does that mean for how we design customer experiences today?
Which moments in the customer or client journey are most critical for building — or breaking — trust, and how do we identify and protect them?
How can organisations harness AI to deliver more human, personalised experiences at scale, without losing the authenticity that loyalty depends on?
The Evening
18:00 — Registration & Networking Reception Arrive, settle in, and connect with fellow attendees over drinks ahead of the evening's discussion.
18:30 — Welcome Remarks A brief introduction to the evening from The Ortus Club and SAP, setting the context for the conversation ahead.
18:40 — Panel Discussion & Interactive Q&A A structured but free-flowing conversation exploring the evening's theme, with contributions from across the room.
19:30 — Networking Dinner The discussion continues over dinner — the best conversations of the evening often happen here.
Who Should Be in the Room
This evening is designed for senior leaders in Milan who are responsible for customer experience, loyalty, digital transformation, and marketing strategy. If you are thinking about how to build lasting relationships with customers and clients in an era defined by AI and rising expectations, this conversation is for you.
Relevant titles include Chief Experience Officers, Chief Digital Officers, Chief Marketing Officers, Directors of Customer Experience, Heads of CRM & Loyalty, VP Marketing, Directors of Digital, and other senior leaders shaping how their organisations engage and retain customers.
Confirmed Attendees Include
Chief Digital Officer at Edenred Italia
Director of Customer Experience at B.F. SPA
Director of CRM and Loyalty at SPSS Italia
Srl Director of Marketing at BETPOINT SRL
Director of IT and Digital Infrastructure at Bioxell S.p.A. and more to be announced!
How to Join
Attendance is complimentary and by invitation only. To request your place at the table, click the button below. Once your seat is confirmed, you will receive a calendar invite with full event details including venue and any additional information ahead of the evening.
The Host
SAP helps organisations of every size and industry run better. From CRM and customer experience to supply chain and finance, their integrated suite of applications and intelligent technologies — including AI — enables businesses to build the kind of consistent, data-driven experiences that underpin lasting customer loyalty. SAP's solutions give leaders the tools to turn every customer interaction into an opportunity to deepen trust and drive long-term value.
The Organisers
The Ortus Club runs executive knowledge-sharing events worldwide, bringing senior leaders together for curated, off-the-record discussions in a relaxed, peer-to-peer setting.