Presenting: Choosing the Right Automation & AI Tools: Practical Decisions for European Businesses
Many businesses struggle with AI and automation, not because the technology is missing, but because they choose the wrong tools at the wrong time. In this session, you will get a clear framework for deciding when to automate, when to introduce AI, and which tools fit different types of work.
The speaker focuses on decision-making, not technical demos. You will learn how to assess process maturity, recognize where human judgment still matters, and avoid common mistakes like automating broken processes or using AI as a shortcut without understanding what it actually does.
You will see how to distinguish between automation-first and AI-first approaches, and where tools like Make, n8n, and AI-agent platforms fit into real operational scenarios. The session also covers what European teams should consider around data privacy, hosting, and long-term maintenance, so your choices remain sustainable as your business grows.
This session gives you mental models, practical examples, and actionable guidelines you can apply immediately to evaluate automation and AI opportunities in your own organization. You will leave with clarity on how to make smarter tool decisions that support real business outcomes.
About Catherine:
Catherine is a Product and Program Leader working at the intersection of automation, AI, and operations. She helps founders, operators, and cross-functional teams reduce manual work and improve day-to-day decision-making by choosing the right tools for the right problems.
With experience across product management, digital operations, and workflow automation, Catherine focuses on practical adoption over hype – helping teams understand when to automate, when AI adds value, and when processes need clarity before any tooling is introduced. Her work is centred on making automation and AI approachable for non-technical teams, with an emphasis on sustainability and long-term maintainability.
