Daniel Ruiz Romero is Global Digital Activation Manager at IFF working on the practical side of AI‑powered innovation and organisational transformation. He builds and activates interactive experiences, content systems, and AI‑enabled workflows that help teams move from ideas to everyday use. His work spans creative platforms, sales enablement, analytics, and automation – with a consistent focus on designing solutions that are adopted, sustained, and improved over time. Daniel works where creativity meets operations. He uses AI to support richer experiences and better content, and automation to make those experiences scalable, repeatable, and easier to improve over time. His focus is on how these solutions fit into real workflows and everyday decisions. On stage, Daniel shares what he’s learned from activating AI‑driven initiatives inside large organisations – what helps them take hold, where they tend to break down, and how to design for lasting change working on the practical side of AI‑powered innovation and organizational transformation.