Register today – places are limited. Join us and take your artificial intelligence (AI) to the next level. Discover best practices for adopting AI solutions and learn why synthetic data can help to ensure you remain compliant, ethical and trusted.

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About Ideas in Action

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Ideas in Action is a unique event series for business and technology leaders who have a keen eye on the future – and a keener focus on what’s practically possible today. Choose from a mix of sessions covering both the ethics of AI and the use of synthetic data to manage compliance and retain customer trust.


When: local details to add
Where: local details to add

Hear how new AI use cases are enabling extreme personalization. The power of AI to interpret the customer data you capture and turn it into a business asset is compelling. Yet there’s an ethical conundrum that cannot be ignored – how to establish customers’ trust in your use of their personal data?

Join us for insight into a better way to respond to your customers using data that’s as close to real as it’s possible to get – without the fear of non-compliance. You’ll hear how synthetic data that closely mirrors real customer data has the potential to transform business outcomes.

This event will inform and guide the successful adoption of AI and use of data, so that you are complaint and trusted.

Can AI and ethics co-exist?

Good AI practice yields positive outcomes. A new study from the Capgemini Research Institute reveals greater loyalty, higher purchase levels and strong brand advocacy towards companies whose AI interactions are considered ethical. How can you become an ethical AI user? Hear Sogeti’s top tips for building ethical AI systems, and join the debate on why you should care.
Sogeti’s Mark Oost will also describe how [ADD CLIENT NAME] has successfully adopted AI within an ethical framework for managing and safeguarding customer data.

Key speaker: Mark Oost, Global CTO Analytics & AI Services, Sogeti

Why synthetic data is the solution

You want to use AI on your customer data to deliver a differentiating customer experience. But if regulation or ethics prevent you from using real customer data, how do you build that experience? Synthetic data is the answer. But not just any data. Hear why Sogeti advocates deep learning methods to synthetically generate data sets that closely match the original data in terms of statistical similarity and distribution. The result? The ability to build a better AI model with no compliance risks or damage to your reputation.

Key speaker: ADD SPEAKERS

Practical applications – Microsoft’s ethical principles for AI

Hear how Microsoft is guiding customers in their use of AI with a set of principles designed to make sure AI systems are developed responsibly and in ways that earn people’s trust. As Microsoft operationalizes responsible AI at scale across its organization, discover how a strong use case built on ethical AI foundations can help you scale your use of AI to drive a better and trusted end user experience – for your customers and for your employees.
Microsoft AI guru {ADD NAME} will share his latest outlook on AI and offer a perspective on new developments for 2020 and beyond.

Panel: <TO ADD>.

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08:00 - 08:30
Welcome & Breakfast

Breakfast will be available from 08:00.

Will Murray

Welcome and Introduction to the event.

Mark Buenen

Recommendations and use cases for the process of fast and efficient validation of software releases in an Agile and DevOps setting through highly automated tests.

Mark Oost

Mark will discuss the new world where AI will result in more efficient and effective testing, smarter pipelines, optimal team productivity and cost reductions in the long run.

Mark Buenen, Mark Oost, Will Murray and Carol Murphy

The panel of experts including the author of the World Quality Report will discuss how the key business drivers underpinning every major enterprise – drivers such as business growth, end-user satisfaction, cost control, and security – are the importance of quality, and of the measures that are put in place to maintain it.

Networking & refreshments.

If you have any questions, please contact

Stela Solar
Stela Solar
Global Head of Artificial Intelligence Solutions at Microsoft


Please register by completing this form: