CCW 2026: Guided by Humans – powered by AI

Berlin, 26 February 2026

Autonomous AI agents, multi-agent orchestration, AI coaches embedded within teams and new leadership models for hybrid service organisations are defining customer dialogue in 2026. The focus has shifted from introducing artificial intelligence to governing it effectively: technically robust, regulatorily compliant and strategically led.

Under the theme “Guided by Humans – powered by AI”, the 27th International CCW Conference and Trade Show, organised by Management Circle AG, demonstrated that technology alone does not create competitive advantage. Sustainable impact emerges where people take responsibility, establish clear structures and consistently evolve their organisations.

At Europe’s largest industry event from 23 to 26 February 2026, around 8,500 participants from more than 54 countries gathered across Innovation Day, the Congress, AI Inspiration Day and the trade show featuring 240 international exhibitors from 22 countries. Discussions centered on redesigning service architectures, scaling AI models and managing Customer Experience holistically.

The CCW Conference reaffirmed its position as the strategic flagship platform for Europe’s service community. Key developments shaping the 2026 market landscape took centre stage.

Autonomous AI agents and multi-agent systems are replacing isolated automation solutions. Service processes are increasingly context-driven and orchestrated across platforms. In his keynote on the Agent Economy, Prof. Dr Peter Gentsch, Founding Partner of AICONIQ, outlined how multi-agent architectures are transforming customer service from a reactive operational unit into a proactive value driver. Dr Matthias Ledig, Head of Global Corporate Customer Care at Robert Bosch GmbH, complemented this perspective with insights into the organisational implementation of agentic AI within international service environments.

Hyper-personalisation, seamless omnichannel communication and intelligent workflow systems form the foundation of modern service organisations. Efficiency and empathy are no longer viewed as opposing forces but as complementary objectives.Nina Hugendubel, Managing Partner of H. Hugendubel GmbH & Co. KG, illustrated how omnichannel strategies and brand leadership create consistent and sustainable customer experiences.

With AI coaches, agent assist solutions and digital assistants becoming embedded in daily operations, service roles are evolving fundamentally. Employees increasingly assume supervisory and quality-focused responsibilities. Leadership now requires the systematic development of capabilities and redesigned decision structures. Bodo Janssen, CEO of Upstalsboom, provided impulses on combining entrepreneurial performance with a people-centred corporate culture.

Transparency requirements, data quality and governance frameworks are now integral components of modern AI strategies. Responsible AI deployment is a prerequisite for sustainable scalability.

Cross-industry case studies reinforced a clear message: technological innovation delivers impact only when organisations, processes and culture evolve in parallel.

A particular highlight was the presentation of the European Customer Champion Awards (EUROCC 2026). Three inspiring Customer Service Champions were recognised for implementing innovative customer projects. Six nominees from across Europe presented their initiatives in five-minute live pitches on the CCW Conference stage. The audience voted live, with the results incorporated into the overall jury evaluation. The “European Customer Champion” (EUROCC) was presented for the fourth time by Management Circle AG in cooperation with the industry publication cmm360 on 24 February 2026 during the CCW Conference.

Winners of EUROCC 2026

• Nermin Gnam | Einhell AG
  Real fans supporting real customers: a community-driven service model delivering top CSAT scores, high NPS and sustainable brand loyalty.
   
• Pascal Robache | Callpoint AG
  Strategic AI transformation built on an integrated cloud platform, driving measurable improvements in efficiency, quality and stakeholder satisfaction.
   
• Leon Wiemann and Kai Michael Czeschlik | Globl.Contact GmbH
  A remote-first BPO placing people at the centre: an AI-supported employee journey, social performance indicators and demonstrably high levels of engagement and motivation.

With around 240 exhibitors from 22 countries from 24 to 26 February, the CCW trade show showcased innovations across the entire customer dialogue value chain in four exhibition halls. The event thereby continued its growth trajectory and was completely sold out. In 2026, the concept was further developed to align technological excellence even more closely with strategic implementation. The trade show space was expanded to enable the seamless integration of new formats and thematic focal points. Additional presentation and networking areas created dedicated space for in-depth professional exchange and focused industry dialogue.

The newly launched Masterclasses established a curated deep-dive format for senior decision-makers. Topics such as AI operationalisation, data strategy, process architecture and governance models were explored in depth. The Masterclasses underline CCW’s commitment not only to showcasing innovation but to strengthening implementation capability.

The newly introduced AI Stage in Hall 2 provided a dedicated platform for real-world applications of generative AI, conversational AI, agent assist and workflow automation. Discussions focused on system integration, scalability and measurable impact on service quality and productivity, reflecting the sector’s operational maturity.

Celebrating its 18th anniversary, the next experience Design by HCD once again set an important benchmark in Hall 4. For nearly two decades, the format has served as an innovation space for service and workplace environments. In 2026, the focus was on multiexperience: Customer Experience, Employee Experience and Leadership Experience were approached as an integrated system. Central themes included integrating AI agents into real service environments, hybrid leadership models and aligning productivity with capability development and wellbeing.

The Startup Visions area once again delivered strong impulses. Emerging companies presented technological solutions for the next generation of customer dialogue. On the third day of the trade show, the “Startup Visions Award” was presented for the seventh time. In the Startup Visions Spotlight Session, all participating companies presented their solutions live on stage. A jury evaluated the submissions based on criteria including degree of innovation, market potential, practical relevance, added value, and overall impression.

The Startup Visions Award 2026 was presented to:

• Lukas Kramer at TrainHQ GmbH
  An AI-powered sales enablement platform featuring training role-plays, real-time call scoring and coaching analytics to enhance sales performance across every team.

In addition, curated formats such as the Trade Show Forums, the TeleTalk-Demo Forum, the SQUT Dialogue Service Provider Challenge and 3 Years From Now expanded the exhibition concept with forward-looking perspectives. They provided structured platforms for market benchmarking, innovation assessment and strategic evaluation of emerging technologies and business models in customer dialogue. 

In cooperation with the Alliance for Training in Dialogue Marketing, the “dialogXplosion Talent Competition” honoured young professionals who shared outstanding training experiences with the wider industry.

Customer dialogue has reached a new level of structural maturity. The focus is no longer on introducing AI, but on integrating and scaling it across the enterprise. CCW 2026 confirmed developments that are equally evident in international CX analyses:

• AI becomes infrastructure: Artificial intelligence is embedded within modern service architectures. Automation, conversational AI and increasingly agentic AI models are operationally integrated. The key lies in cross-system orchestration of processes, data and interactions.
• Experience is managed enterprise-wide: Customer Experience has evolved into a strategic governance model across departments. Service, marketing, sales, IT and HR operate within a shared experience architecture. Omnichannel integration and contextual personalisation are becoming the new standard.
• Leadership and governance enable scale: Technology alone does not generate competitive advantage. Scaling requires strong leadership, robust data structures and binding governance frameworks. AI strategies are increasingly anchored at executive level.

Customer dialogue is therefore evolving from an operational function into a central strategic value driver.

The coming years will be characterised by scale, professionalisation and integration. Robust data architectures, regulatory security, agentic AI models and new competence profiles will shape further development. Organisations that coherently align technology, structure and culture will define the next phase of Customer Experience.

Following four days of innovation, best practices and networking, attention already turns to the year ahead.

CCW 2027 will take place from 22 to 25 February 2027 at ECC Berlin. 

Companies and decision-makers are encouraged to mark the date now.

Monday, 22 February – Innovation Day (Pre-Conference)

Tuesday, 23 February – First Conference and Trade Show Day

Wednesday, 24 February – Second Conference and Trade Show Day

Thursday, 25 February – AI Inspiration Day (Post-Conference) and Third Trade Show Day

Further information:
https://www.ccw.eu/en/

Editorial Contact:

📧 presse@managementcircle.de

📞 +49 6196 4722-0

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