The Personalisation Paradox
Delivering AI Powered Relevance Without Intrusion
3 - 4 November 2026 | Hilton Kensington, London
Conference Day Two - Wednesday 4th November
8:30 am - 9:00 am
REGISTRATION AND WELCOME
Gianfranco Cuzziol -
CRM and Personalisation,
Advisor
9:30 am - 10:00 am
OPENING CASE STUDY: Laying the Foundations for Hyper-Personalisation: Leveraging Your Customer Data and MarTech to Ensure No Signal is Missed
Benjamin Cheadle -
Head of Customer and Marketing Analytics,
JLR
Data challenges often torment customer-facing teams. With the rapid advancements in AI, overcoming these data hurdles has become more urgent than ever. To truly unlock the potential of hyper-personalisation, businesses must centralise data collection and move beyond siloed approaches.
Join this session to learn how JLR is consolidating customer data from various sources to create a unified customer view. This comprehensive approach enables a deeper understanding of customer behavior, preferences, and needs, leading to significantly more effective personalisation strategies.
The team from JLR will discuss how historically, personalisation has been viewed through a narrow lens, primarily using data collected within marketing-led domains.
However, true hyper-personalisation demands a broader perspective. This session will explore how to leverage data across the entire commercial domain and integrate it from broader enterprise sources to drive exceptional personalised experiences and enhance decision-making.
Key Discussion Points:
• Overcoming Data Silos: Discover practical tactics for unifying customer data across diverse teams, tools, and channels, ensuring a comprehensive 360-degree customer view.
• Operationalising Personalisation: Learn how to transform data insights into real-time, personalised experiences across both digital and physical touchpoints.
• Measuring Success and ROI: Explore key performance indicators for proving the tangible value of data integration in your customer experience initiatives.
10:00 am - 10:30 am
KEYNOTE: Joining the Dots
Kirsty Gordon -
Head of Product,
Sky
Understanding Context and Intent in a Personalised World
We're investing heavily in AI, automation, decisioning and personalisation. But what if we've become so focused on building capability that we've lost sight of the customer context surrounding it?
As the product leader responsible for personalisation capabilities and the My Sky App at Sky, Kirsty Gordon shares how a shift from capability-thinking to context-thinking changed the way her teams approach customer experience.
An exploration of intent, context and orchestration, and why the future of customer experience may not be about delivering more personalisation at all.
It may be about joining the dots
10:30 am - 11:00 am
PANEL DISCUSSION: Context is King - Personalisation Across Channels Through AI
Peter Louca -
Head of Performance Marketing,
Fidelity International
Panagiotis Tsoufis - Global Loyalty and Rewards Senior Manager, Vodafone Group
Customers don't think in channels, they think in moments. They browse a product on mobile, abandon a basket on desktop, open an email later that day, and scroll past a reminder on social media the next morning. Each of these interactions is a signal of intent or need.
Yet too often, these signals exist in isolation. When customer data and context are fragmented, brands risk creating disjointed experiences with irrelevant recommendations, duplicated messaging, or inconsistent storytelling across touchpoints. The result fatigue, disengagement, and lost opportunity.
Cross-channel personalisation addresses this challenge by connecting those signals into a unified understanding of the customer, enabling brands to deliver experiences that are consistent, context-aware, and continuously adaptive. At the heart of this evolution is AI. From next-best-action models to generative content and automated journey decisioning, AI is making it possible to personalise at a level of scale and speed across channels that was previously unattainable.
This panel discussion explores how leading organisations are moving beyond experimentation toward operationalised cross-channel personalisation. Join us to explore:
- How to design customer journeys that adapt in real time across channels
- The data and technology needed to unify cross-channel experiences
- How to measure success in a cross-channel world
11:00 am - 11:30 am
REFRESHMENTS AND NETWORKING
11:30 am - 12:30 pm
ROUNDTABLE DISCUSSION GROUPS
Pull up a chair and join one of our interactive roundtable discussions for an open, honest, and energetic exchange of ideas with fellow attendees. Choose the topic that matters most to you, join the conversation, and share challenges, successes, tips, and experiences.
After 40 minutes of lively discussion, each table will deliver a quick-fire recap of the biggest insights, boldest ideas, and key conclusions from their session
11:30 am - 12:30 pm
GROUP A: AI-Generated Copy: Where it Works VS Where it Fail
Haleema Ali -
Head of B2B Marketing,
ManpowerGroup
Share stories of success and failure of AI generated marketing material. We will aim to answer a practical question for marketers on not whether AI can create content, but where it should and where it still shouldn't
11:30 am - 12:30 pm
GROUP B: What Does “Good Personalisation” Actually Look Like Today?
Explore what fellow peers believe makes a good personalisation strategy in the age of AI, privacy concerns and rising customer expectations
11:30 am - 12:30 pm
GROUP C - AI Agents That Autonomously Optimise Campaigns...Is This The Future? How are Agents Changing the Shape of Your Teams?
Ray Qudos -
Fractional CMO,
RDX Sport
Discuss the rise of AI agents that can autonomously optimise marketing campaigns by adjusting budgets, targeting, and creative in real time based on performance goals. Join this table to examines where this level of automation is already effective, particularly in high-volume performance marketing, and where human oversight is still essential.
12:30 pm - 1:30 pm
NETWORKING LUNCH
1:30 pm - 2:00 pm
PANEL DISCUSSION: Building a People-Led, Technology-Enabled, Mindset for Your Personalisation Strategy
Ankeeta Deb -
Growth Marketing, EMEA,
AON
Lauren Williams - Chief Marketing Officer, Coffee B
In the evolving world of marketing, we often overlook a fundamental truth: loyalty is built on trust, not algorithms.
Personalisation is more than data, automation, and AI-driven recommendations. Like a handwritten letter in a digital world, truly meaningful personalisation creates a human connection that makes customers feel understood and valued. But as AI continues to transform the way businesses market to customers, how do organisations strike the right balance between intelligent technology and the human touch? Should AI lead the personalisation strategy or should it simply empower people to create better experiences?
In this panel discussion, we explore the idea that technology is the enabler, but human connection is the differentiator. We will discuss how organisations can adopt a People + Technology mindset, using AI to enhance relationships rather than replace them.
Key discussion points include how to:
• Find the right balance between AI-driven personalisation and the human touch
• Build an internal culture that embraces AI as an enabler, rather than relying on technology as the sole solution.
• Ensure technology strengthens customer relationships while keeping human connection at the centre of the personalisation strategy.
2:00 pm - 2:30 pm
THE GREAT PERSONALISATION DEBATE
2:30 pm - 3:15 pm
CLOSING CONFERENCE WIDE INTERACTIVE DISCUSSION: Looking Ahead -The Future of Personalisation is Predictive Not Reactive
Gianfranco Cuzziol -
CRM and Personalisation,
Advisor
During our closing session, we will bring together the key learnings from across the conference and revisit the four guiding questions we introduced at the start of Day One:
- What does personalisation mean today?
- What is the role of AI and technology in your approach to personalisation?
- What are the key components required to successfully deliver personalisation?
- How do you measure the impact of personalisation?
We will use these questions as a framework to reflect on how thinking around personalisation has evolved from traditional segmentation and rule-based targeting to intelligent systems that operate in real time. We will also explore how the future of personalisation is no longer simply about better targeting. Instead, it is about building adaptive, AI-driven systems that continuously shape and optimise the customer experience in the moment.
A key theme we will explore during this conference wide discussion is the move from reactive to predictive personalisation. Rather than responding to what customers have already done, the most advanced organisations are beginning to anticipate what customers are likely to need next and proactively shaping experiences, content, and offers accordingly. This shift from reaction to prediction represents a fundamental change in how marketing value is created. In this new environment, brands that remain purely reactive risk falling behind. Competitive advantage will increasingly belong to organisations that can anticipate needs and deliver meaningful experiences before the customer even expresses intent.
