AI-powered personalisation is entering a new era.

Until now, most personalisation strategies have focused on reacting to customer behaviour by recommending products, optimising content and tailoring messages based on previous interactions. But agentic AI changes the equation entirely. 

Rather than simply responding to prompts, agentic AI can proactively pursue goals, understand context, adapt in real time, and make intelligent decisions across the customer journey. This shift enables brands to move beyond static personalisation toward dynamic experiences that continuously evolve with every interaction. The result is a new model of customer engagement: one that delivers hyper-relevant experiences at scale, accelerates decision-making in real time, and drives deeper customer loyalty and retention.

In this opening keynote, we will explore how agentic personalisation is transforming the future of customer experience through three emerging applications: 

• Autonomous Search: Explore how Agentic AI interprets intent behind every query and delivers personalised results, turning search into an adaptive, interactive experience.
• Autonomous Marketing: Discover how AI agents independently optimise customer journeys in real time, improving efficiency, relevance, and personalisation at scale.
• Conversational Shopping: Go beyond chatbots, and learn how AI agents understand nuance, answer complex questions, offer tailored recommendations, and proactively support customers throughout the journey. 

While much of the industry conversation focuses on personalisation tools, AI, targeting, and recommendations, this session, presented by Kirsty Gordon, Head of Product at Sky, explores a broader challenge: how organisations can move beyond personalising individual interactions to orchestrating connected customer experiences across channels.

Today, personalisation has become the destination, when it should really be viewed as an enabler. Kirsty explores the theory that customers don't want more personalisation, they want less effort. The organisations that will succeed won't be those with the most sophisticated personalisation capabilities, but those that best understand customer intent. As a result, rather than asking, "How do we personalise this channel?" the more important question is, "How do we understand customer intent and orchestrate the right experience as that intent evolves across channels?"

In this session, we'll explore:

• How customer intent is often more valuable than customer identity when designing personalised customer experiences.
• Why personalisation should be applied where it creates genuine value, rather than for its own sake.
• The future that lies in connected experiences, where channels work together around a customer outcome instead of being optimised independently

Kirsty Gordon

Head of Product
Sky

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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. 

• 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 

Peter Louca

Head of Performance Marketing
Fidelity International

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Panagiotis Tsoufis

Global Loyalty and Rewards Senior Manager
Vodafone Group

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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. 

In the evolving world of marketing, we often overlook a fundamental truth: loyalty is built on trust, not algorithms.

Billy Cheng

Head of Consumer Data Activation
L'Oreal

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Ankeeta Deb

Growth Marketing, EMEA
AON

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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.

Gianfranco Cuzziol

CRM and Personalisation
Advisor

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