Biography
Xavier Papiol is a leading Spanish voice on AI, marketing and retail. After 20+ years in digital transformation, he is Chief Marketing & Digital Officer and Board Member at Conforama Iberia, leading Marketing, E-commerce, CRM and AI across Spain and Portugal.
A LinkedIn AI Top Voice 2026, he combines C-suite execution with hands-on AI expertise: under his leadership, Conforama's e-commerce grew from €1M to over €50M, doubling in two years.
He leads Conforama's AI programme, backed by a network of "AI champions". Live today: voice agents taking customer service from 30,000 to 100,000 calls a month, 16 automated customer journeys and generative product video. His conviction: "60 to 70% of the success of an AI project lies in the human factor."
He gives AI masterclasses at IESE and the University of Navarra and speaks regularly on AI, agentic commerce and the future of retail.
Session
- AI For TodaySpeaker
Use Case 14 - Rebuilding Conforama Iberia's customer service with AI voice agents
Wednesday 23 September, 16:30 – 16:55Main StageA real production case, not a demo. How Conforama Iberia (XXXLutz Group) replaced an outsourced call center with an AI voice agent — Cora — and a small in-house team, going from 30,000 to 100,000+ calls a month across voice, WhatsApp and web, in nine languages, 24/7. We'll cover: the business challenge; the platform and the integrations that make it work (ERP, marketplace, store data, telephony); the technical problems we hit in production — speech capture, data quality, routing, WhatsApp, guardrails, a second country — and how we fixed them; the weekly tuning loop; the results (answer rate from 46% to 94%, waiting time from 3:55 to 1:10, three out of four calls handled without a human); six lessons for anyone building or buying voice agents; and what comes next: a more autonomous, more proactive agent. Co-presented with Ferran García, CTO of Conforama Iberia.