Recap
The FCS staged an engaging “Cocktails with Content” event at ADWEEK’s New York City headquarters, featuring an insightful conversation with David Edelman and Mark Abraham, co-authors of Personalized: Customer Strategy in the Age of AI. As senior colleagues at Boston Consulting Group (BCG), Dave and Mark explored the transformative role of AI-driven personalization and how it is redefining the relationship between brands and consumers.
The Five Promises of Personalization
The discussion emphasized that AI should enhance customer experiences rather than automate them mindlessly. Edelman and Abraham introduced their framework—the Five Promises of Personalization—which outlines how brands can successfully engage customers:
- Empower Me – Understanding and fulfilling each consumer’s unique needs.
- Know Me – Earning and maintaining trust by using data responsibly.
- Reach Me – Delivering the right message at the right time, through the right channel.
- Show Me – Using Generative AI to create tailored, dynamic content that resonates with individuals.
- Delight Me – Continuously introducing creative innovations that enhance the customer experience.
Personalization as a Competitive Advantage
A key takeaway from the discussion was that AI-driven personalization is no longer just an option—it is an expectation. The most successful brands leverage AI not just to engage customers but to set themselves apart from competitors. Companies that integrate personalization throughout the entire customer journey—including post-purchase interactions—build stronger, long-term customer relationships. AI enables businesses to maintain continuous engagement, creating a feedback loop that fosters brand loyalty and advocacy.
AI’s Role in Content Creation
One of the standout moments of the evening was a discussion about AI-generated content and its potential to transform marketing workflows. The speakers highlighted a case study from Burt’s Bees, where an AI-powered system replicated a video advertisement in just one day—a stark contrast to the two months it originally took to produce. While AI can significantly improve efficiency, the speakers underscored that technology should support creativity rather than replace it.
Generative AI vs. Predictive AI
Key distinctions between Generative AI and Predictive AI were also discussed:
- Generative AI is used to create content, personalize customer experiences, and develop dynamic campaigns (e.g., AI-powered recommendations like Netflix’s algorithm).
- Predictive AI helps marketers anticipate consumer behavior, optimizing outreach efforts by identifying the best timing and messaging for engagement.
The conversation highlighted that the true power of AI lies in combining both Generative and Predictive AI—allowing marketers to refine targeting strategies while enhancing the creative storytelling that resonates with audiences.
Balancing Personalization and Privacy
Another critical topic was the ethical considerations of AI in marketing. While AI enables hyper-personalization, brands must ensure they do not cross the line into intrusiveness. The speakers emphasized the importance of transparency, consent, and responsible data usage, noting that brands that misuse AI risk losing customer trust rather than strengthening relationships.
The Future of AI-Driven Marketing
As AI continues to evolve, marketers must adapt their strategies to integrate both technology and creativity. The speakers stressed that AI is not a replacement for human intelligence but rather a tool that enhances personalization and engagement. Companies that embrace AI-driven personalization ethically and strategically will be best positioned to foster deeper customer relationships and drive long-term brand loyalty.
The event provided a compelling look into the future of AI-powered personalization, offering actionable insights for marketing professionals navigating this rapidly changing landscape. With AI transforming everything from content creation to customer engagement, brands must continue refining their approach—ensuring personalization is empowering, ethical, and impactful.
— This recap was based on reports by FCS Marketing Scholars Olivia Accardi, Snehsrishti Assie, Bena Benoit, Renee Majekford, and Matthew Molina of Fordham University’s Gabelli School of Business
This event is sold out.
FCS New York is excited to partner with first-time sponsor ADWEEK for a “Cocktails with Content” book event on Thursday, February 13 (4:30pm-6:30pm) at the company’s NYC headquarters. Authors Mark Abraham and David Edelman will be discussing their new book, “Personalized: Customer Strategy in the Age of AI.” They work together at Boston Consulting Group (BCG), where Mark is Managing Director, Senior Partner, and Dave is a Senior Advisor.
Personalized: Customer Strategy in the Age of AI is the book on how to drive growth with AI. Packed full of stories from personalization leaders across industries, it’s already a USA Today Bestseller.
Consumers want personalized experiences, but few companies are rising to the challenge. Those that succeed in personalization build trusted relationships with millions of customers and engage with them at every step throughout their journey. Through the power of AI, they rethink their operations and unleash the creativity of their teams to fine-tune every interaction, delighting customers in the process.
Personalized is a playbook for delivering true personalization at scale. During their discussion, Mark and Dave will describe the “Five Promises of Personalization”:
- Empower Me: Understand each customer’s needs and how best to meet them.
- Know Me: Win customers’ trust and permission to use their data to improve their experience.
- Reach Me: Reach out to the right customer, in the right channel, at the right time.
- Show Me: Tailor unique content to be relevant to each customer, enabled by generative AI.
- Delight Me: Design new ways of working and ensure continuous improvement, so a customer’s experience feels magical.
Join us for this exciting and instructive event. Refreshments will be served.
