01. City Meeting

26 June 2025 — 09:00-12:30 — Radisson Blu Hotel, Frankfurt, Germany

AI for Service Professionals: Driving Smarter Outcomes in a Changing Service Landscape

Join an exclusive, boardroom-style session where service and aftermarket leaders will dive into how AI is driving tangible outcomes in the harshest, most unpredictable environments.

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02. ABOUT

In the Dirt, On the Frontlines: How AI Is Powering Real Results at Terex

In this dynamic peer-to-peer workshop, Wallace Mahaffy, Technical Support Manager of Terex—backed by over 20 years of frontline experience—will take you behind the scenes of how a global OEM is redefining technical support and sales enablement with AI. Together with Tim Burge, Director of Product Marketing at Aquant, Wallace will share what it takes to earn trust from a field engineer, a frontline technician, or a dealer managing a $750,000 machine in the middle of nowhere?

In this unfiltered and practical session, Wallace Mahaffy of Terex takes you behind the scenes of a global OEM that’s redefining technical support with AI. With his frontline experience, Wallace doesn’t deal in buzzwords; he deals in results. He’ll share how Terex utilizes AI to connect field teams across geographies, overcome challenging connectivity issues, and transform knowledge into action, whether in the Australian outback or a remote quarry in Bulgaria.

You’ll hear how AI is embedded into both service and sales motions, how Terex is creating a culture of internal adoption (without forcing it), and why trust, not perfection, is the real driver of innovation. Walk away with a clear, human-first view of what it takes to scale AI in harsh environments, empower teams, and set your organization apart in an increasingly competitive market.

This workshop is your opportunity to pause, connect, and prepare your service organization for whatever comes next. Whether you’re at the start of your AI journey or refining advanced applications, join us for fresh perspectives, actionable strategies, and insights from those who’ve been in the dirt, on the frontlines.

03. SPEAKERS

Wallace Mahaffy
Technical Support Manager, Terex

Tim Burge
Director of Product Marketing, Aquant

04. VENUE

The City Meeting will take place at Radisson Blu Hotel in Frankfurt

The Radisson Blu Hotel is a quick tram ride from Frankfurt Trade Fair and Frankfurt Central Station.

Radisson Blu Hotel
Franklinstraße 65, 60486
Frankfurt am Main, Germany

This session isn’t just a presentation—it’s a space for meaningful dialogue with 10-12 senior professionals across industries.

05. Agenda

Start the day with informal networking and a relaxed breakfast

Kick off with an unfiltered keynote from Terex and Aquant, followed by hands-on discussions tailored to participants’ challenges. Expect a mix of expert insights, breakout conversations, and peer exchange focused on:

  • How to build trust in AI within frontline teams.
  • Managing connectivity and complexity in rugged environments.
  • Turning service data into actionable knowledge for both service and sales.
  • Overcoming cultural resistance to digital tools.
  • Using AI to empower teams and differentiate your service offering.

Extend the conversation and connect with peers over lunch.

06. Apply