Michael Cross ([email protected]) is the vice president of innovation for Entergy Services LLC, building new products and services to enable the premier utility. He leads the KeyString Labs group in reimagining the future of the industry and bringing new ideas to life through focusing on customer needs. Prior to joining Entergy in 2019, he was responsible for digital transformation and innovation for six years at AAA Insurance, which covers 23 states. He previously worked in the Sidney Garfield Innovation Center for Kaiser Permanente, where he led all mobility products across clinicians and customers.