Why You Can't Miss This Episode

In this compelling episode of The AI Experience Podcast, Member of the European Parliament Aura Salla pulls back the curtain on the EU’s ambitious yet contested AI regulation efforts. With experience on both sides of the policy table—from Meta to Brussels—she shares a rare insider view on how Europe can lead in AI without regulating itself into irrelevance.

We unpack the real-world implications of the AI Act, the gaps in the new Apply AI strategy, and what Europe must do now to scale trustworthy, competitive AI. We also spotlight how regulation impacts digital experience design, customer trust, and innovation—core concerns for CX and EX professionals.

About the Guest

Aura Salla is a Member of the European Parliament representing the Finnish National Coalition Party (EPP). She serves on the Internal Market and Consumer Protection Committee (IMCO) and is an influential voice on EU digital policy. Previously, she was Head of EU Affairs at Meta and has held several senior advisory roles in the European Commission and Parliament.

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Relevant Links

Read more on AI, CX and digital assistants: https://www.machinecustomers.fi

Visit our website: https://www.shirute.fi/en

And don’t miss our upcoming CX Masterclass in November (www.cxmasterclass.fi) where we’ll explore how Agentic AI and machine customers are reshaping service experiences.

Episode Summary

In this episode, host Sirte Pihlaja and MEP Aura Salla dive deep into the strategic, competitive, and ethical questions shaping Europe’s AI future.

Aura critiques the lack of cohesion and scale in current EU strategies like the Apply AI roadmap and challenges the notion that more regulation leads to more trust. She calls for harmonisation, capital markets union, and bold procurement reform to empower European innovators.

We also explore CX-relevant topics like how to regulate when the “customer” may not be a human, discussing the role of Agentic AI, machine customers, and how EU policy is (or isn’t) keeping up.

This episode is a must-listen for CX and EX leaders navigating AI in Europe—and anyone wondering whether the EU can stay globally competitive while setting the rules of the game.

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