The Personalisation Paradox
Delivering AI Powered Relevance Without Intrusion

3 - 4 November 2026 | Hilton Kensington, London

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Erdo Dwiputra Rakasiwi

Head of Global CRM Philip Morris International

Conference Day One - Tuesday 3rd November

11:30 AM CASE STUDY: From Next Best Action to Next Best Experience: Building the Business Case for True 1:1 Personalisation

For more than a decade, marketers have talked about one-to-one personalisation. Yet for most organisations, personalisation remains stuck in static segments, manual rules and broad audience cohorts.

At Philip Morris International, Erdo Dwiputra Rakasiwi has spent the last three and a half years challenging that reality. Operating at the intersection of CRM strategy, AI personalisation and digital products, he has led the deployment of an AI-powered Next Best Action engine. The impact has been significant as Philip Morris achieved a twofold improvement in consumer conversion rates, demonstrating how AI can move customer engagement beyond campaign management and into intelligent decision-making.

But according to Erdo, this is only the beginning.

In this candid case study, he shares the realities of implementing personalisation at scale inside a global FMCG organisation and explore Philip Morris' next ambition of securing organisational buy-in and investment to evolve from Next Best Action to fully scaled 1:1 personalisation powered by AI.

Attendees will learn:

How Philip Morris deployed an AI-powered Next Best Action engine and achieved a 2x improvement in conversion performance.
What it takes organisationally to operationalise AI-driven personalisation inside a global enterprise.
How AI is making true one-to-one content creation commercially viable for the first time.
Strategies for building executive buy-in and securing investment for AI-driven personalisation programmes.

Check out the incredible speaker line-up to see who will be joining Erdo.

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