Mieke De Ketelaere is Customer Intelligence Director at SAS for the West Europe region. She holds a master degree in civil and industrial engineering and specialised on robotics and artificial during her studies. Over the last 25 years, she has worked for several multinationals on all aspects of data and analytics (IBM, Microsoft, SAP, SAS, etc). In the last years, she started to focus more on customer intelligence environments: from transactional CRM to advanced analytical customer insight and interactive marketing. She is specialized in helping customers in defining the steps to grow in maturity in customer experience, customer intimacy and customer lifecycle management. With her deep understanding of the new digital data streams (online, social, mobile, sensor, chatbots, etc) and her understanding of big data platforms, Mieke De Ketelaere is requested by different business schools as a guest speaker on the topic in the last 5 years. Recently, she created a series of knowledge exchanges on Artificial Intelligence, in order to demystify the hype around it and to focus on the real value it can bring to the business teams.