First look: Waves '25 main day agenda

Registration, breakfast, and networking

Grab your badge. Grab a coffee. Prepare for a day of discovery with connection kickstarters designed to break the ice and grow your network.

Waves '25: Keynote

Kick off the day with a bang. Join Make leaders and their guests as we explore the latest capabilities of AI and automation, lift the lid on the latest product updates, and supercharge your inspiration.

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  Fabian VeitCEO, Make
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  Patrik SimekCTO and Co-Founder, Make
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  Darin PattersonVP, Product Advocacy & Market Strategy, Make
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  Daniel BornHead of Product, Automation Experience, Make
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  Anton DanilovVP of Product, Make
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  Sebastian MertensHead of Applied AI, Make
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  Anastasi HorňákováSenior Product Manager, Make

Coffee break

Fuel up for the rest of the afternoon and connect with other attendees.

The Playground – New for 2025!

Try out the powerful no-code tools making innovation faster, easier, and more accessible. Explore the Make platform's latest features in the core Scenario Builder, Make AI Agents, and Make Grid directly at your fingertips.

Sponsor zone

Hear what exciting companies in the industry are doing with AI, and let their projects continue your automation inspiration.

Controlled AI: Your first steps into AI automation...without agents

No doubt you’ve been using AI to give your work a boost, but are your automations benefitting from AI’s full potential? Come away with practical knowledge of when, where, and how you can best put AI to work while maintaining complete control over your processes and – spoiler alert – why agents aren't always needed.

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  Imane DoualiValue Engineer, Make
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  Michael FritschDirector Business Consulting DACH+CEE,Emplifi
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  Florian BaaderCEO, meinGPT (SelectCode GmbH)

Pitch perfect: Scaling startups in the AI era

In this fast-paced pitch competition, five startups will showcase the boldest, most creative ways they’re using AI and automation to drive real-world impact and scale their businesses. Our expert jury will draw on their industry experience to deliver on-the-spot feedback, selecting one winner but making every pitch a moment of insight, inspiration, and friendly competition. Participating startups are: Calor AI,Corma, CyberLeet, OneClickComply.

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  Andreas StryzCo-Founder and CTO, FINN
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  Bettina ScheibeCEO & Co-Founder & Venture Partner, NIUCAP Ventures, United Founders
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  Aliénor BosséPortfolio Manager, Speedinvest
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  Ondřej SmýkalInvestment Associate, Czech Founders VC

Freestyle or framework? Paths to automation governance for maximum ROI

You've seen the potential, but now it's time to go big. Turn your automation wins into a serious, sustainable return on investment through automation governance. Hear from three leaders who will debate the pros and cons of centralized, decentralized, and hybrid governance models, sharing their real-world wins and losses so you can build a program that truly pays off.

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  Diego AlbertiHead of Automation
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  Scott CauthenLead Value Engineer, Make
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  Gabriel StockSenior Engineering Manager, TravelPerk

Lunch

React to our latest product announcements, get to know other builders, and check out our sponsors.

Product release highlights 2025

Make Product Managers share the most impactful product features updates from the last year. From new features for your building experience to breakthrough AI product additions, discover how to get the most value out of the Make platform.

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  Daniel BornHead of Product, Automation Experience, Make
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  Sebastian MertensHead of Applied AI, Make
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  German BernhartPrincipal Product Manager, Make

To agent or not to agent? That is the question

AI agents are the buzzword of 2025, but what do they really mean for your business? Define what agents are, discover how to spot the right moments to use them – and the pitfalls to avoid – then learn exactly how to build your first one. By the end, you’ll be able to decide for yourself the right situations and approaches for deploying this productivity superpower.

• 
  Lilith BrockhausCEO, VisualMakers

Driving an AI transformation

Today's business leaders know that in the agentic age, adopting AI is crucial for efficiency, innovation, and competitiveness. True AI adoption success requires more than just using the technology – it demands a cultural and organizational shift towards innovation and continuous learning. This session explores the cultural elements necessary for creating an "AI-ready" workplace, focusing on how to foster an environment that encourages experimentation, enables continuous learning, and motivates employees to adopt new AI-driven working methods.

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  Sara MaldonHead of Business Automation & AI, Make
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  Blaine CarterGlobal CIO, FranklinCovey

Coffee break

Fuel up for the rest of the afternoon and connect with other attendees.

From data to design: the future of content at scale with Canva

Modern marketing and communication demand personalized, on-brand content at an unprecedented scale. This session will explore how the latest Canva APIs enable data-driven design. We'll show how to automate the creation of hyper-personalized social media graphics, ad creatives, and internal reports by connecting Canva with your core data sources using Make.

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  Meredith Hassett Senior Developer Advocate, Canva

You down with MCP? Yeah, you know me!

Model Context Protocol (MCP) is a topic burning up social media feeds this year. Connecting your favorite generative AI chat with MCP servers seems exciting, but what does this new protocol mean for the world of automation? We’ll dive into the basics of what MCP is, how Make plays a unique role as both an MCP client and a powerful MCP server, and how this exciting new approach to connectivity changes the future of automation.

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  German BernhartPrincipal Product Manager, Make
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  Dominik KaderaStaff Software Engineer, Make

Building better, faster, stronger

Is your Make instance a work of art or a tangled mess of spaghetti? Come create your gameplan for building clean, high-performance automations that are built to last. We’ll reveal strategies for scenario organization and lifecycle management tips that ensure resiliency, so you can build better, faster, and scale your automation practice with serious efficiency.

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  Daniel ZrůstValue Engineer, Make
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  Lior TalmorSystem Integration Engineer, Appsflyer
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  Laurent SalomonHead of Engineering, ChargeGuru

AI unleashed: How AI in Business shapes Trends, Innovation, and Growth

Discover how AI is revolutionising marketing and business growth in 2025 and beyond. The presentation unveils seven powerful AI trends that are reshaping the way brands connect with people, personalise experiences, and drive performance. Learn how Meta’s AI innovations, backed by nearly 1 billion monthly users and massive investments, are powering smarter data collaboration, creative breakthroughs, autonomous AI agents, and more.

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  Timo ThomsenHead of Measurement & Signals, Partnerships EMEA, Meta

Connected by design: scaling enterprise integrations across your tech stack with monday.com in the age of AI

Modern enterprises rely on hundreds of tools—but the real magic happens when those systems start working seamlessly together. Join Olga Lykova from monday.com and Danny Coleman from Adaptavist as they explore how AI is driving smarter user adoption, automating complex workflows, and optimizing connectivity across diverse teams and business functions to accelerate digital transformation at scale.

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  Olga LykovaHead of Partnerships, North America, Monday.com
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  Danny ColemanDirector, Strategic Services & Operation, Adaptavist

Automation of the Year – Live!

Get ready for the ultimate automation showdown. Our top Make Influencers and Community stars will take the stage to showcase the most jaw-dropping, game-changing automations of the year, ones that make you say “Wait… you can automate THAT?!” Each team pitches why it deserves the top spot, but you decide the winner. It’s game on with Make – vote live, back your favorites, and feel the rush of learning, laughs, and competition!

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  Shubham SharmaFounder, Notion Secrets
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  Simon PittmanFounder, Better Creating
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  Teresa Arana CardelúsAssociate Account Executive, Make
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  Henk de BlauwDigital Developer & Owner, Operative
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  Stoyan VatovCTO, LogiCoreTech EU

Unleash your inner vibe coder

Heard the hype, but wondering what vibe coding is all about? We'll demystify this powerful, AI-assisted approach, equipping you with the core principles of vibe coding and the know-how to connect your newly built applications to the rest of your tech stack using Make. Get ready to tap into a new level of creativity and make your automation capabilities truly shine.

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  Hedy Lemus Bird Product Designer, Make
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  Farhan Ali Field Engineer, Vercel

Designing for Distinction: How AI & Visual Development are Transforming the Web

As AI changes how teams build, it's also changing what "great" looks like. Speed and scale are easier to reach, but originality isn't. In this talk, Webflow CRO Adrian Rosenkranz will share how leading in-house teams and agencies are using visual development and AI to move faster while deepening creative control. He'll explore how this shift is helping ambitious brands turn websites into true brand assets: more expressive, more adaptable, and fully aligned to how customers discover, decide, and stay loyal.

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  Adrian RosencranzChief Revenue Officer, Webflow

Apéritifs and networking

Discuss the day's bold ideas over a drink, plus get another chance to get hands-on demos from Makers and meet our sponsors.

Dinner and party

Enjoy a delicious dinner and – whether you dance, mingle, or relax – join us to celebrate the future.

Meet the Makers

Connect, problem-solve, and gain expert insights with employees from Make's Product, Engineering, and Customer Care teams in individualized 20-minute 1-to-1 sessions. Online booking prior to the event is required, so watch for an email with instructions shortly before Waves '25 kicks off.