Posted on: Oct 30, 2026
From 20 to 22 October 2026, Amsterdam became the meeting point for Europe’s shared services and Global Business Services community. The 20th edition of Shared Services & Outsourcing Week Autumn, organised by SSON, brought together more than 350 attendees, over 85 expert speakers and representatives of more than 150 companies. Adaptive Group returned to the event as a Bronze Partner, and the dialogue it started in Amsterdam is one we plan to continue.
This year’s programme was built around a question we work on with our clients every day: how can GBS move beyond process optimisation towards end-to-end ownership, outcome-based value streams and measurable business impact? After years of investment in automation, process mapping and AI, many organisations still struggle with fragmented data, disconnected processes and unclear ownership. These are the barriers that stand between a promising pilot and real ROI. The agenda reflected them, with sessions on next-generation ERP and data foundations, keynotes on resilient end-to-end operating models, case studies on the agentic shift in GBS and the new People & Culture Clinic.
Day 1: When business builds its own tools
Adaptive opened the conference with real momentum. Robert Godziszewski and Paweł Płocki led Workshop E, “No More Technology Barriers: What Happens When Business Builds Its Own Tools”. The session began with a practical look at how professionals use AI today. Participants compared the tools that dominate their daily workflows, such as ChatGPT, Microsoft Copilot and Claude, and discussed why they reach for them so often. Drafting and refining text remain the most common entry point, but the more important finding was a change in attitude. Teams are no longer hesitant about AI, and business users are increasingly building their own AI-driven solutions.
The workshop’s central conclusion was that AI is not replacing IT. It is relocating where value is created across the organisation. Navigating that shift takes more than adopting new software. It requires a clear strategy for governance, scalability and the handover from a working prototype to a reliable, enterprise-grade solution. Drawing on 11 years of experience in business services and transformation, Adaptive shared hands-on case studies, an overview of current market dynamics and practical tips for building smart, scalable digital solutions.
Booth 10: Where the conversations happened
Throughout the conference, our team was available at booth number 10 and in the hallways of the venue. Krystian Bestry, Robert Godziszewski, Karolina Matejko, Thomas Dobis and Paweł Płocki spoke with delegates about GBS and SSC advisory, process excellence, IT automation and change management. They discussed current trends and challenges, shared lessons from real projects and explored how Adaptive can support organisations in their next stage of growth.
The most valuable moments were often the informal ones. SSOW brings together leaders at very different levels of GBS maturity, and candid exchanges about what works, and what does not, are worth more than any presentation. Our schedule was full from morning to evening, and an evening out with partners and clients gave us the chance to celebrate another year of cooperation.
Themes that resonated
Three ideas from Amsterdam matched our own experience closely. First, technology alone does not deliver transformation. AI agents layered on top of legacy workflows only automate existing bottlenecks, so process redesign has to come first. Second, ownership decides outcomes. Without clear accountability for end-to-end processes and data quality, even the best tools fail to scale. Third, people and culture are as important as architecture. Adoption and change management determine whether a new solution becomes part of daily operations.
These topics were also at the centre of our own conference, GBS for the NEXT DECADE! vol. 2, held in Łódź. Panels and workshops there explored the role of AI agents, the changing mandate of the Transformation Management Office, future-proof GBS competencies and the journey from process redesign to digital delivery. The overlap shows that the industry is converging on the same priorities, both globally and in Poland, one of Europe’s strongest GBS hubs.
Until next time, Amsterdam
We would like to thank SSON for another excellent edition, and everyone who visited our booth, shared their perspective or joined us for an evening out. Reconnecting with long-time partners and meeting new faces was the highlight of the week for us. Our thanks also go to the Adaptive team on the ground for their work.
The Adaptive team will be back next year to welcome you at nearly the same place, and we are already looking forward to the reunion. If you would like to continue the conversations started in Amsterdam, write to us ->
