Why Business Intelligence Has Been Hiding Inside Your Agreements

What if one of the biggest obstacles to digital transformation isn't your technology stack, but the agreements connecting it all together?

Recorded live at Docusign Momentum in London, this episode continues my conversations from the show floor by looking at one of the most overlooked challenges facing modern organisations. Companies have spent years investing in CRM platforms, ERP systems, HR software and cloud infrastructure, yet many of the agreements linking those systems together still rely on manual processes, email chains and static documents.

Joining me is Stéphane Barberet, President of EMEA at Docusign. Having spent more than three decades helping organisations across Europe use technology to improve the way they work, Stéphane shares why he believes agreements have become one of the biggest blind spots in enterprise transformation and how AI is beginning to change that.

We discuss why organisations are starting to view agreements as business intelligence rather than administrative paperwork, where businesses unknowingly lose value after contracts have been signed, and why removing friction from everyday workflows often delivers greater returns than simply introducing another AI tool.

Stéphane also explains why organisations across financial services, healthcare, manufacturing and many other industries are all asking the same questions about AI, how leaders should approach adoption without trying to automate everything at once, and why measurable business outcomes matter far more than launching ambitious AI programmes.

Throughout our conversation, we also explore how executives should measure success, what separates organisations making genuine progress from those still experimenting, and why the future of AI may be one where the technology becomes almost invisible, quietly improving the way businesses operate every day.

After spending the day speaking with customers, executives and attendees at Momentum, one message kept coming back to me. The organisations creating the greatest value from AI aren't chasing the latest trend. They're solving meaningful business problems, building trust and helping their people spend more time on work that truly matters.

Where do you see the biggest opportunities to remove friction from the way your organisation works? I'd love to hear your thoughts after listening and continue the conversation.