Personalisation & Privacy

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

AI is reshaping performance and lifecycle marketing by automating repetitive work while shifting marketers towards strategy, context-building, creativity, and human judgment.

Synthetic data promises speed and scale, but "digital twins" and statistical personas are not the same thing — and confusing them can be costly.

A new study finds consumers are increasingly trusting AI agents to recommend products, automate purchases and influence buying decisions, signalling the emergence of agentic commerce and a new era of AI-driven customer experiences.

From influencer clouds to data clean rooms and sports media, a new wave of EU‑anchored acquisitions is quietly building the operating system for post‑cookie, AI‑powered marketing.

As AI reshapes customer engagement and fraud grows more sophisticated, businesses need more than identity resolution. Identity confidence is emerging as the foundation for trusted personalisation, security, and long-term customer relationships.

WhatsApp usernames may improve privacy for users, but for marketers, they also mark the start of a handle-first, consent-led and platform-controlled messaging era.

Users now see the platform not just as a marketplace, but as a trusted layer that actively protects and guides their experience. Tools such as QR screening and contextual chat guidance reflect this shift toward a “guardian-led” marketplace model, says Muneeb Farrukh, Director of Product at Bayut.com & dubizzle.

AI-driven marketing demands better data than fragmented stacks can deliver. Max Groth of Decentriq explains how data clean rooms close the gap—with outcome evidence from two published campaigns.

The biggest breakdown is that personalisation is still treated as a tactic rather than an operating system. Many brands understand the value of personalising the ad experience, but execution still happens across fragmented workflows, says Christiana Marouchos, VP of Marketing at StackAdapt.