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