Personalization

“…this turbocharge of data and AI is leading to a new S-curve of brand building. A transformation of brand-building to a continuous flow of how we engage consumers on a far more one-to-one basis. And connecting our brands directly to commerce -- to retail. …get in shape. Get in shape for the sprint. And the sprint is going to be a marathon sprint, because this world has become much more of a continuous flow of activity.”

““We’re finally at a point where technology has caught up with the aspiration of marketing when it comes to personalized experiences.” After a year of existential hand‑wringing about AI’s impact on jobs, Paskalis believes the industry is finally ready to move past fear and embrace AI as a tool for efficiency and creativity.”

““I believe marketers are facing the greatest crisis and opportunity in the history of the industry,” he said, explaining that AI is set to rewrite everything from creative production to audience targeting. "The AI is going to be able to create more relevant creative assets for ever smaller audiences so that it’s hyper relevant.””

“It doesn’t have to be this super complex marketing with ridiculous segmentation like in the past. Just identify distinct clusters of customers who, in a certain place, at a certain time with certain needs, you can activate.”

“2024 was also the year that platforms stopped selling personalisation and started selling mass reach much harder”

“I don’t mean the {first_name} in email bollocks; I mean seamless, at scale, service from an invisible content-serving butler.” AI plays a pivotal role in enabling this sophisticated level of personalization, allowing marketers to understand content and audience needs more deeply. Reaching even further back into marketing history and 1993’s Peppers and Rogers “One to One Future,” 2024 could finally be the year for personalization,”