Copperberg Select: Outlook of Major Service Trends in 2026

Copperberg Select: Outlook of Major Service Trends in 2026

📅 11th of December 2025 | 🕙 10:00–11:30 CET

The service and aftermarket landscape is evolving faster than ever — shaped by shifting customer expectations, breakthrough technologies, and the rise of outcome-based business models. As we look ahead to 2026, service leaders must anticipate and adapt to these changes to stay ahead of the curve.

This Copperberg Select Virtual Academy brings together three future-defining perspectives — exploring how the B2B buyer is reshaping the industry, how agentic AI is transforming operations, and how outcomes are overtaking ownership as the core of customer value. Join us to gain the strategic foresight you need to guide your service organization into the next era.

Session 1: Fireside Chat: Service as a Growth Engine – A Marketing Perspective

In this opening conversation, we sit down with Burcu Sen, Global Head of Services Marketing and Portfolio Standards Lead, Philips to explore the evolving role of service in driving growth.

Together, we’ll discuss how service business models are shifting, when servitization strategies truly make sense, and how data and digital tools are unlocking new opportunities. Expect insights on customer-centric transformation, building resilient service operations, and the talent and capabilities needed to succeed in this new era.

Session 2: Fireside Chat — Driving Service Innovation at the Intersection of AI and Human Expertise

The most disruptive trend shaping 2026 will be the rise of Agentic AI — intelligent systems that not only analyze but also act. In this fireside chat, we’ll explore how agentic AI is changing the rules of service operations: proactively dispatching resources, resolving issues before they occur, and augmenting human decision-making with real-time intelligence.

But agentic AI isn’t about replacing people — it’s about amplifying them. We’ll discuss how this technology empowers frontline teams, accelerates response times, and enhances customer-centricity by enabling smarter, faster, and more autonomous service.

Speaker: Friederike Mundt, Product Marketing Expert, SAP

With a background in mathematics and computer science, Friederike specializes in Field Service Management and is known for translating complex technologies into practical strategies for manufacturers and service providers. At the forefront of Agentic AI in service, she brings a global perspective on how autonomous agents will transform roles, redefine customer experience, and unlock new levels of operational intelligence.

Session 3: Outcomes Over Ownership — The Rise of the Service Economy

A fundamental shift is underway: customers no longer want to buy equipment — they want guaranteed outcomes. This shift from ownership to results is changing everything from contract models and pricing strategies to how organizations measure success.

In this session, we’ll examine how the “as-a-service” mindset is redefining value creation and why outcome-based models are becoming central to sustainable growth. We’ll also look at how leading companies are rethinking their service portfolios, partnerships, and data strategies to compete in a world where uptime, performance, and results matter more than products themselves.

💡 Why Attend

Explore three key trends that will define the service landscape in 2026.

Learn directly about future of Agentic AI in service operations.

Understand how evolving customer expectations and outcome-based business models are reshaping competitive advantage.

Gain strategic insights to guide your organization into the next era of service.

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