AI in DXP Changes the Game. My Goal? Help Our Clients Maximise Their Potential, Says Michael Eustace

Now, Michael Eustace, with his deep agency experience from UK and various other markets as well, is joining ACTUM Digital as the new Division Director for Alpha. And he has big plans and visions, which he outlines in this introductory interview.

What motivated your move to ACTUM Digital? 

I first came across ACTUM Digital a couple of years ago when I attended a Kentico partner event, which was hosted at Actum’s HQ in Prague. When I left my previous role, I was looking for an agency that was not only well established but also forward-thinking in how it invests in emerging technologies like AI. I saw in Actum an opportunity to join a company with a strong reputation, a clear commitment to innovation, and a platform to create unique offerings that can set us apart in the DXP space. 

What specific areas will you focus on at ACTUM Digital? What will your main role be? 

As Global Division Director for the Alpha Division, my focus will be on growing our existing client base, building on our strong partnership with Kentico, and helping clients achieve more with their digital experiences. That means not just winning new projects, but also ensuring existing clients have clear roadmaps for how their platforms can evolve and continue to deliver value. I am a Kentico MVP, so a big part of my role will be to lean into my relationship with Kentico, and to listen to, and advise, clients on how we can help them grow their digital platform. 

What do you hope to bring to the company? 

I want to bring enthusiasm and fresh energy for how we can help clients reach and engage with their customers through digital experiences. My goal is to make sure our clients don’t just “own a website”, but that they truly maximise its potential by connecting it to marketing channels, streamlining processes, and empowering their teams to achieve more with less effort.

Where do you see your strengths that can help drive the company forward? 

I come from a .NET development background and have over 20 years of experience building websites and architecting solutions. That technical foundation means I can talk confidently with a myriad of client departments while also understanding marketing goals. My strength is in bridging those two worlds by making complex technology clear and actionable for clients, whilst helping them reach their marketing goals. 

What big opportunities do you see in ACTUM Digital that need to be seized? 

There are a few. First, expanding into new verticals, like the legal sector, where we can apply our expertise in DXPs to industries that reply on digital transformation to stay competitive. Second, leveraging emerging technologies and new vendor offerings that we don’t yet provide but which could be a natural fit for our clients. And third, building on Actum’s accelerator for Xperience by Kentico – that’s a great example of how smart investment in innovation can give us a competitive edge by delivering projects faster and more efficiently. 

Who or what has had the biggest impact on your career? And why did you choose this path? 

The biggest turning point for me was moving from working client-side to working in digital agencies. I realised that if I wanted to accelerate my skills, I needed to be challenged more often and thrown into the deep end. The agency world was a steep learning curve, but it taught me not just to build high-converting websites but to think in terms of the entire digital experience: how a website connects to PPC, social, email marketing, and other channels to create real impact for clients.

Where do you see the greatest potential for innovation in the digital world? 

I think we’re at the beginning of a huge shift in how AI integrates with digital experience platforms. The opportunity isn’t just about automating tasks but about enabling marketers to work smarter, create more personalised experiences, and do things that were previously too complex or time-consuming. For agencies like Actum, the potential lies in combining strong technical foundations with intelligent AI-powered solutions that can take client digital solutions to the next level. 

What’s been your best investment in life? 

My best investment has always been in personal growth, seeking out challenges that pushed me beyond my comfort zone. Every time I’ve taken a leap into something that scared me a little, it’s paid back many times over in skills, confidence, and opportunities. 

What values do you live by, both professionally and personally? 

For me, it’s about integrity, curiosity, and collaboration. Integrity, because clients and colleagues need to trust that you’ll always be honest and do what’s right. Curiosity, because in tech the landscape is always changing and you need to keep learning. And collaboration, because the best digital solutions come from bringing diverse skills and perspectives together.

How do you like Prague as a place for living? If you can compare it to other cities you have lived before. 

I’ve visited Prague several times over the years, and I’ve always loved the energy of the city. It’s both historic and modern, and it has a real international feel. After nearly 20 years in London, I feel ready for a new challenge. Prague has that perfect mix of being dynamic and innovative while also offering a high quality of life, so I’m really excited to make it my new home.

When you’re not working, how do you spend your time?

Outside of work I’m a keen road cyclist and runner. I recently spent time in the Swiss Alps cycling and running almost every day. I also love motorsport and raced motorcycles for many years when I was younger. Staying active keeps me balanced, gives me energy, and often sparks creative ideas for work too. 

What advice would you give to people wanting to become leaders in tech? 

Be vocal about what you’re working on and don’t be afraid to put yourself out there. I’ve found that leadership in tech isn’t about having all the answers, it’s about being visible, sharing ideas, and learning from mistakes. The more you contribute and the more you’re willing to be challenged, the faster you’ll grow.