Personalisation's Real Problem Isn't Tech. It's Trust

As buyers delay contacting vendors until deep into their decision-making, the real constraint on personalisation isn't technology — it's trust.

Brand preference doesn’t disappear, but it splits into two audiences. The consumer still forms the preference. They decide which brands they trust enough to let an agent act for them, and that decision stays emotional and human, says Brian Kealey, Managing Director, APAC, Klaviyo.

As AI agents like Alexa for Shopping and Walmart's Sparky curate shortlists rather than search pages, brands need answer-engine optimisation to be seen.

Campaigns that accelerated online sales, engagement, or omnichannel conversions.

Creative, scaled digital activations delivering brand love or measurable uplift.

Organic visibility enhancements for web or app ecosystems.

Adaptive and immediate execution based on signals or behaviour.

The Marquee Awards in Dubai honoured 24 winners across 20 categories, spotlighting the ideas and execution setting new benchmarks for marketing excellence.

Tailored experiences powered by data or personalisation engines.

Paid media optimisation across search and social for measurable growth.