My name is Ragna, and I have always been fascinated by transformation. The real kind, with all its mess and its people. I’ve never had much patience for the buzzword version.

I was lucky to start my career at IBM in the early days of digitalisation. For years I had a front-row seat to what transformation looks like from inside a business: disruption, reinvention, constant adaptation, and the harder question of how an organisation evolves without losing what made it worth keeping. Two decades later, the same question sits at the centre of every AI conversation I have. The technology changed; the mechanics of change did not.

Over 20 years I’ve built and run customer-facing organisations in technology and media, in global corporations and in scale-ups. At IBM I ran customer experience across twelve global digital sales centres and worked on some of the first AI-supported customer journeys. At a European scale-up I built the global post-sales business, from service and support to customer success, through a period of fast growth. Change management, process design and journey management were how I did that work. The job was always the customer, and the people serving them.

Today I work at Salesforce, close to the companies going through this shift right now. It’s what keeps me an operator rather than an observer.

In autumn 2026 I publish a book co-authored with Diane Magers. It’s a practitioner’s book for executives who’ve been asked to make AI pay and are discovering that the technology is the easy part.

I created this space to share what I’ve learned leading transformation in enterprises and start-ups, and what I keep learning now. You’ll find the LoopedIn newsletter, the Transformative Brews podcast, and the occasional anecdote that didn’t make it into the book. My hope is that fellow transformers find something useful: a fresh angle, a practical idea, or the reassurance that meaningful change rarely starts from scratch. It grows out of experience and curiosity.

Welcome to my world of experience-led AI transformation.

Ragna holds an MBA and is a Perplexity Fellow. She serves on the board of the Customer Institute and teaches at WU Vienna. She is based in Austria.