• Which parts of the journey are most crucial to personalise across different channels to guide customers smoothly from discovery to post-purchase?
• How can you maintain a consistent brand experience while personalising at scale to ensure relevance never comes at the expense of brand integrity?
• How can you connect customer data, fulfilment, and loyalty to operationalise personalisation beyond marketing and remove friction across channels?

In this interactive benchmarking polling panel, you – the audience – will take part in live polls to discover what AI tools your peers are already using. Our panelists will analyse the results and take your questions throughout the session.

FOR: Heiko Maas, Head of EU Analytics, Ford

• At the scale of modern commerce, humans can't react fast enough to real-time signals
• Accountability doesn't disappear when AI decides, it becomes clearer
• Human approval often institutionalises bias, AI can reduce it 

• Commercial decisions are not just optimisation problems – they encode values
• Human approval matters for the brand, ethics, and context
• Once autonomous decisions go wrong at scale, recovery is slow and expensive