The Power of Personalisation: How AI Influences What We Buy

With Allison Olson — SVP, Analytics Solutions at Merkle

How much of what we buy is influenced by AI without us even realising it?

In this episode, Ben Parker speaks with Allison Olson about how AI and real-time data are transforming personalisation and changing the way brands understand, influence and interact with their customers.

Allison explores the shift from static recommendations to dynamic experiences that adapt to customer behaviour in real time, the data required to make this possible, and where personalisation can cross the line from helpful to intrusive.

The conversation also examines how Generative AI could transform customer experiences further and what the next generation of personalisation might look like.

You’ll hear practical insights on:

• How AI influences the decisions customers make
• The shift from static to dynamic personalisation
• How real-time data creates adaptive customer experiences
• Balancing personalisation with privacy and trust
• The challenges of personalising experiences at scale
• How Generative AI could reshape customer interactions
• What the future of personalisation could look like

Chapters

00:00 Introduction
02:12 Allison's career and leadership journey
08:37 Learning from failure and taking risks
13:45 Lessons in leadership
21:01 How AI is changing personalisation
23:23 Static vs dynamic personalisation
30:42 Balancing personalisation with privacy
35:12 Delivering personalisation at scale
38:16 How Generative AI changes what's possible
43:57 Final thoughts

Thank you for listening!