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Our second episode in The Momentum Advantage podcast series is now live! This instalment brings together leading voices to explore how personalisation is evolving in an era defined by artificial intelligence (AI).

Joining Christopher Foley Ph.D., Managing Director and Chief Scientist at Optima Partners, is Murray Allan, Director of Customer Strategy & Engagement at Optima Partners, alongside Toni Keskinen, Co-founder & Chief Product Officer at 180Ops. Together, they discuss how businesses can activate meaningful customer relationships while leveraging the potential of AI.

The conversation explores the challenges and opportunities of integrating AI-driven personalisation into existing systems, the importance of balancing automation with human expertise, and how organisations can maintain ethical and regulatory compliance while meeting rising customer expectations.

Key Takeaways:

  1. Personalisation isn’t just about creating engaging emails or tailored ads – it requires a deeper understanding of customer needs, context, and outcomes. Organisations must adopt a strategic approach, aligning personalisation efforts with long-term customer value.
  2. AI plays a central role in modern personalisation, enabling businesses to analyse vast datasets, anticipate customer behaviours, and deliver targeted solutions at scale. However, AI needs robust governance to avoid pitfalls like bias or misaligned objectives.
  3. The shift from static campaigns to always-on strategies is underway. By listening to customer signals and automating responses, businesses can create dynamic, proactive communication flows that resonate more deeply.
  4. While AI excels in scalability and efficiency, collaboration between technical experts and business strategists is crucial. This partnership ensures that AI-driven initiatives align with organisational goals and customer expectations.
  5. In sectors such as finance and telecoms, building trust is critical. Organisations must embed ethical considerations and comply with regulations to deliver personalisation responsibly, safeguarding customer relationships and brand reputation.

Tune In

View the full Momentum Advantage podcast on our Youtube channel: Click here

If you’re interested in exploring how AI can drive personalisation within your organisation, contact us here.