Emma Acton

Vice President of Marketing – EMEA Zendesk

Summit Day One - Tuesday, 6th October 2026 [CET]

14:50 Masterclass: Is SaaS Dead? Navigating the Structural Reset of Modern CX

The narrative that traditional business applications are 'collapsing' has sparked global debate. Is the industry facing a 'SaaS-pocalypse' or a fundamental evolution? This Zendesk masterclass moves beyond headlines to investigate shifting market values and the decline in traditional seat-based growth. We will explore the tension between AI-native automation and the enduring need for institutionalised workflows and human accountability in enterprise service.

Learning Objectives

Evaluate the structural shift from 'systems of record' to AI-driven 'systems of action'
Analyse the economic impact of budget cannibalisation by internal AI initiatives
Discern the value of 'stored processes' versus AI improvisation in high-stakes environments

Key Takeaways

Understand the 'marginal cost of software' reality and its impact on your 2027 stack
Identify why software investment value may decouple from its utility in the AI era
Evaluate the transition from 'buying seats' to 'buying outcomes', shifting the focus from software ownership to guaranteed business resolutions

Check out the incredible speaker line-up to see who will be joining Emma.

Download The Latest Agenda

In Partnership With:

QUESTIONS?

Address: IQPC Ltd, 129 Wilton Road,
London SW1V 1JZ
Telephone: +44 (0) 113 210 042
Fax: 44 (0) 207 368 9301
Email: enquire@iqpc.co.uk