Every contact centre leader is on a journey with AI, but where do you start? Many are in the exploratory phase, under pressure to identify use cases to ‘use AI’, while others have secured investment through strong business cases and are looking for the ROI.
The CCMA has teamed up industry experts, Sabio, to help operational leaders take their first steps in adopting AI. We’ll be exploring key areas for consideration, such as how to prepare your knowledge base for AI, how to integrate Agentic AI with your human team and how to optimise your channel strategy with AI. As well as sharing stories of success, we’ll be educating on the pitfalls too to help you navigate this latest tech opportunity.
Agenda
| 09:30 | Registration and Networking | |
| 10:00 | Welcome
Hear the latest news and updates on the CCMA and what to expect from the day. |
Leigh Hopwood, CEO, CCMA |
| 10:15 | Open Mic: Where Are You on Your AI Journey?
Every contact centre leader is on a journey with AI. Many are in the exploratory phase, under pressure to identify use cases to ‘use AI’, while others have secured investment through strong business cases and are looking for the ROI. Where did you start? How far have you come? What lessons have you learnt already? |
Leigh Hopwood, CEO, CCMA |
| 10:45 | AI in Action: Identifying Value and How to Succeed
Kevin will lead an advisory session and share his approach to helping organisations identify and adopt impactful AI use cases, define value-driven metrics, and apply a balanced scorecard for a comprehensive assessment of what’s realistic and possible. The session will conclude with a forward look at what it takes to succeed in the evolving AI landscape. |
Kevin McGachy, Head of Solutions, Sabio |
| 11:15 | Break | |
| 11:30 | Sharing the Journey: Making AI Work at Sky
Join Michele as she shares how Sky is navigating its ongoing journey to bring AI into their operations. |
Michele Douglas, Head of Capabilities, Sky |
| 12:00 | Panel Discussion: Beyond the Hype to Deliver Value
AI promises efficiency, personalisation, and cost savings—but with reports suggesting that early adopters may not be delivering the value promised, what does it really take to make it succeed in the contact centre industry? This panel brings together views from operations, technology, and customer experience to debate the critical success factors for AI adoption. From workforce transformation and data quality to ethical deployment and customer trust, we’ll explore the tensions between ambition and reality. Expect candid insights and actionable takeaways to help you move from experimentation to impact. |
Hosted by Leigh Hopwood, CEO, CCMA
|
| 12:45 | Final Comments and Close | Leigh Hopwood, CEO, CCMA |
| 13:00 | Lunch | |
| 13:30 | Close | |
About the Speakers
Michele Douglas, Head of Capabilities, Sky
Michele is a senior leader at Sky working across customer operations and service design, with a focus on the practical use of AI in contact centre environments. She is passionate about designing AI around real customer needs and human behaviour. Michele works closely with frontline teams, operational leaders and technologists to make sure AI genuinely helps both customers and colleagues, and enjoys sharing honest, practical lessons from what works – and what doesn’t – in day-to-day experiences.
Michelle McInally, Business Manager, Contact Centre Transformation, HSBC
With over 20 years’ experience in HSBC and first direct contact centres, Shell brings deep expertise. Passionate about innovation, she leads with her team the development of business requirements for AI-powered solutions, such as a new single-pane user interface designed to enhance colleague, and customer experience. Renowned for inspiring teams and championing sustainable change, her creative, people-centred approach, and laser focus on customer experience drives operational excellence and the future of contact centre customer service.
Mick O’Brien, Head of Business Integrity & Compliance, First Customer Contact
Mick is an experienced counter fraud, GDPR, and information security compliance specialist with 30 years of law enforcement experience, followed by 5 years contact centre compliance management. Throughout his career, Mick has developed a deep understanding of regulatory frameworks and has successfully implemented robust compliance programs. He has led teams with excellence, chairs the UK Rail Fraud Forum and Executive Committee. His ability to identify and mitigate risks has been instrumental in safeguarding organisations against fraud and data breaches. Mick holds numerous certifications in counter fraud, GRC and data protection and has successfully guided FCC to attain ISO27001 and 9001 accreditations.
Kevin McGachy, Head of Solutions, Sabio
Kevin leads the AI Practice at Sabio, supporting organisations to adopt conversational and generative AI in ways that deliver measurable business outcomes. Having built his career through the contact centre industry across operations, customer experience, and technology roles. Kevin brings a practical understanding of the challenges leaders face and how to overcome them.
Supported by
Where and when?
Date: Wed 25 Feb 2026
Time: 09:30 - 13:30
Location: Sky, Livingston
Who is it for?
This event is for those who own and / or implement the AI strategic vision within your contact centre. Open to members and non-members.
Why should you go?
Network with peers and learn from others.
How much is it?
Free of charge.
Become a member for
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