Ruchi Shah is a senior customer, operations and technology executive with 18+ years of experience transforming customer experiences across eCommerce and marketplaces in Europe and Asia. She has held leadership roles at Aviv Group, OLX Group and Lazada, leading customer-centric businesses and large-scale transformations that have shaped experiences for tens of millions of customers.

Ruchi is passionate about using technology and AI to make customer interactions more meaningful, seamless and personalised—while translating better experiences into measurable business value. At Aviv Group, she has led the development of an Operational Excellence function, bringing together customer insight, AI, data and technology to improve customer experiences at scale.

She believes AI offers an opportunity to fundamentally rethink customer experience—from measuring satisfaction to creating interactions that drive loyalty, retention, efficiency and sustainable growth.