The German company will hold the congress in the middle of next month at the Fira Barcelona Gran Vía.

SAP has just announced the upcoming SAP Hybris LIVE: Global Summit , which will take place from October 17 to 19, 2017  at the Fira Barcelona Gran Via venue.

The event, formerly known as the SAP Hybris Global Summit, will bring together industryexecutives, customers, partners and experts who will explore the current universe of data available and the role they play to revolutionize the customer experience.

Carsten Thoma,  president and co-founder of SAP Hybris , points out that “in the midst of all the change that is taking place with the digitalisation, there is one thing has remained constant: the demands of the customers are ahead of the current technology ” .

He adds that “this gap creates a window of opportunity for innovation and disruption. This year’s goal of SAP Hybris LIVE: Global Summit is to discuss this gap and how it will be closed by adopting new technologies that provide unprecedented experiences for customer success and commitment. ”

Among the speakers are the presence of Carsten Thoma himself , who will give a lecture on the first day of the event and describe the transformative power of turning information into action.

The second day will be the turn of  Rob Enslin, president of SAP Cloud Business Grou p and a member of the company’s Board of Directors, who will talk about SAP’s transition to the cloud and detail what it means for customers.

In addition, Baroness Lane-Fox of Soho , a member of the British Order, a futurist, digital entrepreneur and activist, will expose the evolution of the relationship between clients and artificial intelligence (AI) and its implications for creating a truly digital.

Finally, the event will feature interactive demonstrations of SAP Hybris Labs , and there will be expert sessions related to AI application, machine learning, Internet of Things, and microservices to advance the customer experience.