Guido Fambach
Speaker

Guido Fambach

How do you build a competitive advantage in a world where AI is making knowledge, technology and execution increasingly easy to replicate? Guido Fambach takes leaders beyond the AI hype and shows them where the real growth opportunities lie. As an international commercial leader, he combines sharp strategic insights with hands-on experience from the boardroom and the commercial world. His keynotes on AI, strategy, commercial transformation and new business models are thought-provoking, practical and focused on one thing: helping organisations grow smarter.

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  • Languages: Dutch English
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Guido Fambach is an international commercial leader and speaker on AI, commercial strategy, innovation and sustainable growth. At the heart of his story is a question that is becoming increasingly urgent for organisations: how do you stay distinctive when technology is available to everyone?

 

His answer is The Velocity Moat: a strategic vision in which organisations use AI not only to make existing processes faster or more cost-efficient, but also to leverage their unique market position to develop new growth engines. Think customer relationships, transactions, workflows, partnerships and trust. According to Guido, this is where opportunities lie that competitors cannot easily replicate.

 

From international sales to AI transformation

 

This vision comes directly from practice. As Executive Vice President Sales at Just Eat Takeaway.com, Guido led the commercial organisation across seventeen countries. He played a key role in the AI transformation of a sales organisation with more than 1,700 employees and worked on new commercial propositions and strategic partnerships. Under his commercial leadership, Retail Media also grew from a relatively hidden side activity into a strategic business that quadrupled in size.

 

Previously, Guido expanded Comscore’s commercial activities across EMEA and APAC. In a market where larger competitors had more resources at their disposal, he saw first-hand that winning is not always about scale. Focus, positioning and smart commercial architecture can make the difference. Today, he uses that international experience to help organisations rethink AI-driven growth, sales, go-to-market, retail media and commercial business model innovation.

 

Don’t optimise, redesign

 

According to Guido, AI itself is becoming less of a competitive advantage. Everyone is gaining access to similar models, knowledge and tools. The difference lies with organisations that can turn their unique market position into new products, services and business models faster than others. In his keynotes, Guido reveals the value that is often already present within an organisation – and how it can be used to create the next growth curve.

 

Guido looks beyond technology. AI is also transforming sales, pricing, Customer Success, marketing, partnerships, governance and leadership. What happens, for example, when commercial teams become networks of people and AI agents? And how do you design an organisation that continues to learn and innovate faster than the market?

 

As a speaker, Guido brings strategic thinking and commercial practice together. Don’t expect futuristic AI predictions or a presentation filled with standalone tools, but sharp ideas, relatable business cases and concrete examples from retail, platforms and international sales. This makes Guido a strong choice for executive teams, board members, entrepreneurs and commercial leaders who want to understand not only what AI is changing, but above all what new growth opportunities it creates.

Themes

Sessions

Why the next growth engine matters more than the next AI tool.


Every organization is investing in AI. As a result, technology is becoming less and less distinctive. Competitive advantage is shifting toward organizations that create new economic value faster than competitors can copy it. Guido introduces the Velocity Moat: a new strategic model in which organizations use their unique market position to continuously build new growth engines. Not one innovation, but a system through which innovation keeps renewing itself.


After this keynote, leaders will understand:
• why traditional competitive advantages are disappearing faster and faster;
• how AI shortens the lifespan of business models;
• how a Velocity Moat is created;
• which growth engine is probably already present in their own organization.

Why customer relationships are becoming more important than algorithms.


The greatest value of AI is not in the model itself, but in the unique signals the model has access to. Retailers see purchasing behavior. Payment providers see money flows. Marketplaces see intent. Software companies see workflows. Guido shows why these forms of participation will become the most important strategic assets of the next ten years, and how organizations can convert them into new products, services and revenue models.

After this keynote, leaders will understand:
• why data alone is no longer enough;
• which unique signals their organization creates every day;
• how participation forms the basis for sustainable enterprise value;
• why some companies grow structurally faster than their competitors.

Why AI only creates value when you redesign the business. 


Most organizations use AI to execute existing processes faster. But real value is created when AI becomes the trigger to fully redesign commercial processes. Sales, pricing, Customer Success, partnerships, marketing, proposition development. Guido shows how AI helps organizations grow not harder, but fundamentally smarter.


After this keynote, leaders will understand:
• which AI projects create real strategic value;
• where automation ends and redesign begins;
• how commercial teams can be redesigned;
• how every customer interaction simultaneously delivers value and new strategic signals.

The future of Retail Media is not Retail Media.


Retail media is not the destination, but the first application of a much larger strategic opportunity. Guido shows how retailers can leverage their unique position — close to demand, transactions and customer behavior — to build a commercial infrastructure where AI, pricing, trade, merchandising and partnerships converge. Using examples from China, the US and Europe, he outlines how retailers can evolve from an advertising platform into a commercial operating system.

After this keynote, leaders will understand:
• why Retail Media is only the first commercial product of a much larger strategic asset;
• how AI increases the value of unique participation signals;
• how Retail Media evolves from an advertising business into commercial infrastructure;
• which strategic choices today will determine tomorrow’s winner.

How to build new revenue models on top of your existing business.


Almost every successful organization already has the building blocks of its next business. Not somewhere outside the organization, but hidden in transactions, relationships, data, partners, workflows and trust. From retail media to embedded finance and intelligence platforms, Guido shows how companies can use their existing position to develop entirely new revenue streams that actually strengthen the core of their business.

After this keynote, leaders will understand:
• where their next revenue model is likely to emerge;
• how they can build new business without disrupting the core;
• why the biggest growth opportunities are often already present;
• how new growth engines mutually reinforce one another.

Why yesterday’s organizational structure limits tomorrow’s growth. 


AI changes not only how organizations work. It changes which organization can win at all. Many companies optimize within functions. Winners redesign systems. Guido shows how commercial architecture, governance, decision-making, agentic AI and new operating models come together in an organization that continuously learns, builds and renews faster than the market.


After this keynote, leaders will understand:
• why AI is ultimately an organizational and leadership challenge;
• how commercial teams evolve into a network of people and AI agents;
• how they can build an organization that continuously renews itself;
• why structure becomes the new competitive advantage.

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