Sabio expands its Disrupt CX event to Paris, Madrid, and London in 2025, showcasing real-world AI and CX innovation.

Sabio Group has announced the expansion of its acclaimed ‘Disrupt’ customer experience (CX) transformation programme across Europe for 2025. This year, the event series will reach new heights as it lands in three major European cities: Madrid, London, and for the first time, Paris.

The move comes at a time of major transition in the customer experience space, with technologies like artificial intelligence reshaping how companies interact with customers, all while frontline service teams face pressures from ongoing economic challenges, rising energy costs, and increased consumer expectations.

A CX Event Responding to the Times

Sabio Group, a digital CX transformation specialist, launched ‘Disrupt’ in 2017 and has since turned it into a must-attend event for industry leaders. The London and Madrid editions typically attract around 1,000 CX decision-makers annually. For 2025, Sabio is not just scaling the event — it’s refining its purpose to match the urgency and complexity of today’s customer experience challenges.

This year’s programme runs under the theme ‘Delivering on the Promise’, focusing on the real-world application of artificial intelligence, automation, and data solutions. Attendees will gain exclusive insights through live demonstrations and case studies that reflect how global brands are innovating in CX technology and strategy.

“Today’s CX professionals are navigating the most profound technological shift we’ve seen in decades,” said Stuart Dorman, Chief Innovation Officer at Sabio Group. “Disrupt creates a forum where industry leaders can exchange practical strategies and witness transformative solutions first-hand — from real-time translation technology to wellbeing programmes for frontline staff.”

Key Dates and Venues

Madrid – April 3rd, La Casa del Lector, Matadero de Madrid
London – May 20th, Tobacco Dock
Paris – June 3rd, Agora Managers Groupe, 42 avenue de la Grande Armée

Sabio also hinted at further expansion, with more European locations currently under consideration.

Localised Expertise with a Global Outlook

Madrid: Innovation with a Human Touch

Gabriel Rodriguez, Managing Director for Sabio Spain, emphasized how Spanish companies are accelerating digital transformation while maintaining a strong focus on human-centric customer service.

“Our Madrid event will show how leading Spanish brands are balancing innovation with the human touch,” Rodriguez said.

London: Strategic AI at Scale

According to Daniel Seaborne, Managing Director for UK & South Africa, the London edition will highlight how CX strategies powered by AI and agent support systems are changing the game.

“We’re bringing our strongest speaker lineup yet to London,” said Seaborne. “It’s about showcasing organisations that are redefining customer service through innovation.”

Paris: Personalisation and Efficiency

For its debut in France, Sabio acknowledges the unique nature of the French CX landscape. Hervé Racine, Managing Director for Sabio France, Italy and Morocco, noted that French customers demand both personalisation and service efficiency.

“Our Paris event will connect local CX leaders with global innovations,” Racine explained, “while addressing both regional and international challenges.”

Why ‘Disrupt’ Matters in 2025

The expansion of Disrupt across Europe is not just about geographical growth — it reflects the growing importance of expert-led CX transformation. From AI integration to agent support and digital service optimisation, the challenges CX leaders face today require both vision and execution.

Attendees can expect:

Real-world case studies from brands like Abanca, Renfe, and Securitas Direct
Keynotes from global CX innovators
Hands-on demonstrations of emerging CX tools
Strategic networking with decision-makers across industries
Deep dives into pressing issues such as real-time translation, automation, and staff wellbeing