Manuel Haug, Celonis | Celosphere 2025

In this Celosphere 2025 interview, Manuel Haug, chief field technology officer of Celonis, joins theCUBE’s Rob Strechay and Savannah Peterson to unpack why there’s “no AI without PI.” Haug explains how Celonis builds a digital twin of business operations by unifying traces from ERP, CRM and ITSM systems – and extending into documents, emails and sensor data – to form a multi-model digital twin customers can analyze, simulate and then operationalize. He details how this living blueprint provides the context AI agents lack in isolation, so they can work inside existing workflows rather than on the side. The discussion highlights real-world foundational steps: start with transparency, use proven blueprints for core processes like procurement and order-to-cash, and iterate from analysis to redesign to operation.

The conversation also explores composability and ecosystem realities. Haug describes how organizations recombine building blocks across their current stacks (alongside partners such as Microsoft and AWS) so Process Intelligence becomes the connective tissue for AI outcomes. He addresses why many AI projects “run against the wall,” how PI gives them a durable footing with humans and systems aligned to shared goals, and why success begins with strategic objectives, not one-off projects. Themes of “freeing the process” from siloed systems, accelerating time-to-value, and driving continuous (not one-time) ROI anchor the session’s takeaways.

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00:00 - Intro
00:07 - Exploring Innovations and Insights at Celosphere: Keynotes, Guests, and Digital Transformations
03:18 - AI Integration with Business Processes
05:48 - Flexible Data Blueprints: Crafting Industry-Specific Solutions
09:54 - Composability and Multimodal AI
12:09 - Embarking on a Journey of Process Excellence

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