Generative AI has moved from experiment to expectation, and today’s service leaders are feeling the pressure to deliver. Turning promise into performance? That’s the real challenge.

2025 is the year customer service stops dabbling in pilots and starts scaling for impact . With more channels to support, tighter budgets to manage, and expectations only rising, leaders are under pressure to prove ROI while keeping quality and control intact.

That’s why we designed Ada Interact 2025 with intention—a one-day summit for teams navigating real AI customer service transformation.

On September 16, in Toronto, AI managers and CX leaders will come together for a full day of strategy, workshops, and stories from brands already leading the way. Whether you’re scaling your first AI agent or transforming a large contact center, Interact is where you’ll learn how to do it right.

Think fewer panels, more playbooks. Less hype, more how-to.

Customer service is being rebuilt from the ground up. Interact is where the next generation of leaders step up to shape what’s next.

from the mainstage to roundtables: what to expect on the big day

Ada Interact 2025 isn’t about watching panels. It’s about building what’s next.

On September 16, we’re bringing together customer service leaders and AI managers for a packed day of keynotes, roundtables, and interactive workshops, designed to help you connect strategy to execution and scale AI-first service that actually delivers.

Unlike typical AI conferences, every session is designed for the people managing AI customer service every day—CX leaders, AI managers, and executives driving change.

Here’s the day at a glance:

• Keynotes and customer stories from Ada, Pinterest, monday.com, Zapier, and Ancestry
• Role-specific workshops designed for CX leaders and AI managers
• Peer-led roundtables tackling real-world challenges
• The AI CX Awards, recognizing standout Ada customers

But the action starts earlier, on the evening of September 15 with a welcome reception at Ada HQ—an energetic kickoff with food, entertainment, and great company.

where strategy meets scale: live on the mainstage

If you’ve been tasked with making AI “work” across your support organization, you already know the stakes: shifting expectations, messy org charts, and pressure to show results—fast. The Interact mainstage is designed to meet that challenge head-on.

This isn’t blue-sky theorizing. It’s a front-row seat to how leading teams are scaling AI with clarity, confidence, and real business impact.

You’ll hear from:

• Mike Murchison, CEO at Ada: What it really means to redesign the enterprise operating model for an AI-native future. From budgets to org charts, Mike will unpack the shift happening inside service organizations, and why the companies embracing agentic AI as a first-class employee are pulling ahead.
• Mike Gozzo, CPTO at Ada: A first look at [Ada²], our platform built to deliver unmatched control, composability, and real AI-to-human teamwork. For teams managing high-volume, high-complexity service, this keynote is your preview into the next evolution of agentic AI and Ada, where we help enterprises automate more without losing control.
• Lisa Stoner, VP of Support Operations at Pinterest: How did Pinterest scale AI support to over 500 million users without sacrificing trust, transparency, or control? As generative AI plays a bigger role in customer conversations, the pressure to maintain quality only grows. Lisa will break down how to build safeguards into your AI program, gain internal trust, and track the metrics that matter.
• Ziv Shechtman and Gal Ohayon, CX leaders at monday.com : See how monday.com is redefining customer service with AI at scale, through bold org design, cross-functional collaboration, and real ROI. They’ll share lessons on structuring for speed, sustaining quality across channels, and making AI a business-critical asset—not a back-end tool.

• The AI CX Awards: Celebrating Ada customers leading the way with bold automation strategies, visionary leadership, and measurable results. These aren’t vanity trophies—they’re recognition for teams turning AI ambition into operational excellence.
• Carissa Frear, Director of Global Support at Zapier, and Joe Wang, Director of Customer & Community Experience at Ancestry: An inside look at what it really takes to build an effective AI customer service strategy, from aligning internal stakeholders to setting realistic goals, and driving long-term adoption. Carissa and Joe will share what’s worked, what hasn’t, and how they’re measuring impact beyond surface-level metrics.

These conversations are designed to arm you with the insight—and the urgency—to lead an AI transformation that doesn’t just launch, but lasts.

roll up your sleeves: roundtables built for action

There’s no one-size-fits-all AI strategy. Your business model, team structure , and automation maturity all shape how—and how fast—you can scale. That’s why Interact isn’t just about hearing from the big names. It’s about learning alongside people facing the same challenges you are.

After the morning keynotes, the day breaks into role-specific sessions designed to help you work through real problems with people who get it.

Peer-led roundtables

These are structured, small-group discussions hosted by our customer’s most experienced CX leaders and AI managers. You’ll talk openly about the challenges you can’t always Google your way out of.

• For CX leaders: How do you evolve your org structure in the age of AI? What does executive buy-in really take? How do you reinvest cost savings without triggering resource cuts?
• For AI managers: How do you coach an AI agent that supports multiple products, personas, or geos? What does good QA look like for AI conversations? And how do you advocate for smarter tooling or more headcount when the work is invisible?

These aren’t hypotheticals, they’re the real conversations shaping AI strategy today. You’ll walk away with playbooks you can take straight back to your team to expand coverage, improve CSAT, and accelerate ROI.

workshops: where ideas turn into action

Beyond the mainstage, Interact dives into role-specific sessions designed to help you move from strategy to execution. These aren’t slide-heavy lectures—they’re interactive, hands-on conversations led by Ada experts.

• For CX leaders: Executive breakouts focused on aligning AI strategy with business outcomes. You’ll go deeper into how to evolve team structures, build the case for new channels like Voice , and even map the shift from rules-based automation to generative AI.
• For AI managers: Product workshops that go deep on control, composability, and performance. Think guided working sessions where you’ll practice real workflows, experiment with new capabilities, and leave with the confidence to coach and scale your AI agent effectively.

Every session is built to send you home with something tangible, whether that’s a framework to guide your AI roadmap , a new playbook for team collaboration, or a blueprint for expanding automation into new channels.

No fluff—just practical tools and proven tactics to help you move faster, with fewer tradeoffs.

Ready to lead what’s next?

Customer service isn’t waiting for AI. It’s already being reshaped by it.

But the real work isn’t just about launching an AI agent. It’s about scaling one or many with the right structure, metrics, and team behind it. It’s about earning internal trust, proving value fast, and leading a transformation that actually lasts.

Ada Interact 2025 is where that work gets done.