Unlock Omnichannel With Accelerated AI Insights

Last week I had the pleasure of moderating an illuminating round-table discussion hosted by UBIQ events, exploring a topic that's rapidly reshaping the landscape which many of us inhabit:

The convergence of AI, cloud-based solutions and omnichannel strategies—and how we can harness their power to deliver truly personalized experiences for the audiences we serve.

The conversation entitled “𝗨𝗻𝗹𝗼𝗰𝗸 𝗢𝗺𝗻𝗶𝗰𝗵𝗮𝗻𝗻𝗲𝗹 𝗪𝗶𝘁𝗵 𝗔𝗰𝗰𝗲𝗹𝗲𝗿𝗮𝘁𝗲𝗱 𝗔𝗜 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀” brought together brilliant minds, forward-thinking perspectives, bold moves and plain old common sense - which left me feeling energized, invigorated and inspired.🔋

It also served to reinforce ONE powerful truth: while technology is a critical enabler, 𝘪𝘵'𝘴 𝘱𝘦𝘰𝘱𝘭𝘦 𝘸𝘩𝘰 𝘶𝘭𝘵𝘪𝘮𝘢𝘵𝘦𝘭𝘺 𝘶𝘯𝘭𝘰𝘤𝘬 𝘪𝘵𝘴 𝘧𝘶𝘭𝘭 𝘱𝘰𝘵𝘦𝘯𝘵𝘪𝘢𝘭.

Because at the heart of every innovation, every strategy, and every breakthrough—it's the people who can truly drive the impact.👥

Huge thanks to everyone who contributed to this dynamic and thought-provoking conversation and also enabled it to happen! Susana Bento Laura Galimberti Marjana Senk Erminio Sebastian Cudny Anna Lucia Del Mese Ahsan Shamim Monica Gonzalez Henriette Lonkvist Sander Ruitenberg 💯👏 Thank you also to Vladimíra Roriz for the opportunity!

Your passionate contributions sparked some powerful and profound moments of reflection which were both enlightening and actionable. 🌅❇️🥅

Here are a few takeaways that really resonated with me:

🚣♀️🎬 𝗧𝗿𝗮𝗻𝘀𝗹𝗮𝘁𝗶𝗻𝗴 𝗱𝗮𝘁𝗮 𝗼𝘃𝗲𝗿𝗹𝗼𝗮𝗱 𝗶𝗻𝘁𝗼 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝗳𝘂𝗹 𝗮𝗰𝘁𝗶𝗼𝗻 𝗶𝘀 𝘁𝗵𝗲 𝗺𝗶𝘀𝘀𝗶𝗼𝗻

  • While data is abundant, it is often siloed, poorly integrated, or not aligned across functions - importantly, data is still being mistaken for insights

  • A clear need exists for cross-functional collaboration to extract true value and avoid "data paralysis."

“𝘞𝘦 𝘢𝘳𝘦 𝘴𝘪𝘵𝘵𝘪𝘯𝘨 𝘰𝘯 𝘮𝘰𝘶𝘯𝘵𝘢𝘪𝘯𝘴 𝘰𝘧 𝘥𝘢𝘵𝘢, 𝘣𝘶𝘵 𝘸𝘩𝘢𝘵 𝘸𝘦 𝘭𝘢𝘤𝘬 𝘪𝘴 𝘵𝘳𝘶𝘦 𝘪𝘯𝘴𝘪𝘨𝘩𝘵 𝘢𝘯𝘥 𝘢𝘭𝘪𝘨𝘯𝘮𝘦𝘯𝘵 𝘰𝘯 𝘩𝘰𝘸 𝘵𝘰 𝘢𝘤𝘵 𝘰𝘯 𝘪𝘵.”

🆙📉 𝗗𝗮𝘁𝗮-𝗱𝗿𝗶𝘃𝗲𝗻 𝗺𝗶𝗻𝗱𝘀𝗲𝘁𝘀 𝗮𝗿𝗲 𝗶𝗻𝗰𝗿𝗲𝗮𝘀𝗶𝗻𝗴 𝗶𝗻 𝘁𝗵𝗲𝗶𝗿 𝗰𝗿𝗶𝘁𝗶𝗰𝗮𝗹𝗶𝘁𝘆 𝗯𝘂𝘁 𝘁𝗿𝘂𝘀𝘁 𝗶𝗻 𝗱𝗮𝘁𝗮 𝗮𝗰𝗰𝘂𝗿𝗮𝗰𝘆, 𝗿𝗲𝗹𝗶𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝗮𝗻𝗱 𝗰𝗼𝗺𝗽𝗹𝗲𝘁𝗲𝗻𝗲𝘀𝘀 𝗶𝘀 𝗲𝗿𝗼𝗱𝗶𝗻𝗴

  • The issues and challenges have probably always been there - however the age of intelligence and "big data" has been the accelerant, particularly post-Covid

  • To move faster with confidence, we need data that’s not just accessible, but credible, e.g. data labelling - much like how labelling on food indicates how we are feeding our minds

"𝟴𝟯% 𝘰𝘧 𝘮𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨 𝘭𝘦𝘢𝘥𝘦𝘳𝘴 𝘢𝘤𝘬𝘯𝘰𝘸𝘭𝘦𝘥𝘨𝘦 𝘵𝘩𝘦 𝘳𝘰𝘭𝘦 𝘰𝘧 𝘈𝘐 𝘪𝘯 𝘥𝘳𝘪𝘷𝘪𝘯𝘨 𝘵𝘩𝘦 𝘯𝘦𝘦𝘥 𝘵𝘰 𝘣𝘦 𝘥𝘢𝘵𝘢-𝘥𝘳𝘪𝘷𝘦𝘯 - 𝘺𝘦𝘵 𝘰𝘯𝘭𝘺 𝟯𝟲% 𝘩𝘢𝘷𝘦 𝘵𝘳𝘶𝘴𝘵 𝘢𝘯𝘥 𝘤𝘰𝘯𝘧𝘪𝘥𝘦𝘯𝘤𝘦 𝘪𝘯 𝘥𝘢𝘵𝘢 𝘢𝘤𝘤𝘶𝘳𝘢𝘤𝘺" Salesforce April 2025 report

💵✴️𝗣𝗿𝗼𝘃𝗶𝗻𝗴 𝗶𝗻𝘃𝗲𝘀𝘁𝗺𝗲𝗻𝘁𝘀 𝗼𝗻 𝗱𝗲𝗹𝗶𝘃𝗲𝗿𝗶𝗻𝗴 𝗢𝗺𝗻𝗶𝗰𝗵𝗮𝗻𝗻𝗲𝗹 "𝗲𝘅𝗽𝗲𝗿𝗶𝗺𝗲𝗻𝘁𝘀" 𝗶𝘀 𝗮 𝗰𝗿𝗶𝘁𝗶𝗰𝗮𝗹 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝗮 𝗺𝗼𝗺𝗲𝗻𝘁 𝘁𝗵𝗮𝘁 𝗿𝗲𝗮𝗹𝗹𝘆 𝗺𝗮𝘁𝘁𝗲𝗿𝘀 𝗮𝘁 𝗖-𝘀𝘂𝗶𝘁𝗲 𝗹𝗲𝘃𝗲l

  • Craft a compelling story for our investments demonstrating how we are translating innovation into meaningful impact

  • Start with showing progress from experimentation to scalable impact potential

  "𝘛𝘩𝘦 𝘣𝘦𝘴𝘵 𝘸𝘢𝘺 𝘵𝘰 𝘱𝘳𝘦𝘥𝘪𝘤𝘵 𝘵𝘩𝘦 𝘧𝘶𝘵𝘶𝘳𝘦 𝘪𝘴 𝘵𝘰 𝘤𝘳𝘦𝘢𝘵𝘦 𝘪𝘵" Peter Drucker/Abraham Lincoln

🏋️𝗟𝗮𝘀𝗲𝗿 𝗳𝗼𝗰𝘂𝘀 𝗮𝗻𝗱 𝗱𝗼𝘂𝗯𝗹𝗲-𝗱𝗼𝘄𝗻 𝗼𝗻 𝗱𝗲𝗺𝗼𝗻𝘀𝘁𝗿𝗮𝘁𝗶𝗻𝗴 𝗮 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰 𝗥𝗢𝗜 𝗳𝗶𝗿𝘀𝘁

  • Real-life example - Next Best Action strategy for a specific customer segment - establishing the readiness and the environment to enable that to flourish

  • Get the right people in the room from the get-go and bring them with you to foster trusted and valued partnerships

  • Set up your KPIs early - to position yourself for success

"55% 𝘰𝘧 𝘒𝘗𝘐 𝘴𝘦𝘵𝘵𝘪𝘯𝘨 𝘩𝘢𝘱𝘱𝘦𝘯𝘴 𝘵𝘰𝘰 𝘭𝘢𝘵𝘦 𝘪𝘯 𝘵𝘩𝘦 𝘱𝘳𝘰𝘤𝘦𝘴𝘴" Disconnected Pharma in 2024" Graphite Digital report

👨⚕️👩⚕️𝗛𝘆𝗽𝗲𝗿-𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘀𝗮𝘁𝗶𝗼𝗻 𝗶𝘀 𝘁𝗵𝗲 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗲𝘅𝗽𝗲𝗰𝘁𝗮𝘁𝗶𝗼𝗻 𝘁𝗼𝗱𝗮𝘆 - 𝗯𝘂𝘁 𝗰𝗮𝗻 𝘄𝗲 𝗽𝗹𝗮𝘂𝘀𝗶𝗯𝗹𝘆 𝗺𝗮𝗸𝗲 𝘁𝗵𝗲 𝘀𝗵𝗶𝗳𝘁 to 𝗿𝗲𝗮𝗰𝗵 𝘁𝗵𝗲 𝗽𝗿𝗼𝗺𝗶𝘀𝗲𝗱 𝗹𝗮𝗻𝗱?

  • Traditional customer segmentation is rapidly giving way to dynamic, real-time personalization driven by behavioral and contextual data.

  • Reinforce the importance of testing and proving personalization strategies through pilot programs before scaling - work backwards from the goal to move forward

“𝘞𝘦 𝘯𝘦𝘦𝘥 𝘵𝘰 𝘴𝘵𝘰𝘱 𝘵𝘢𝘭𝘬𝘪𝘯𝘨 𝘢𝘯𝘥 𝘴𝘵𝘢𝘳𝘵 𝘱𝘳𝘰𝘷𝘪𝘯𝘨 𝘵𝘩𝘢𝘵 𝘩𝘺𝘱𝘦𝘳-𝘱𝘦𝘳𝘴𝘰𝘯𝘢𝘭𝘪𝘻𝘦𝘥 𝘦𝘯𝘨𝘢𝘨𝘦𝘮𝘦𝘯𝘵 𝘢𝘤𝘵𝘶𝘢𝘭𝘭𝘺 𝘸𝘰𝘳𝘬𝘴 - 𝘸𝘪𝘵𝘩 𝘳𝘦𝘢𝘭 𝘥𝘢𝘵𝘢 𝘢𝘯𝘥 𝘳𝘦𝘢𝘭 𝘰𝘶𝘵𝘤𝘰𝘮𝘦𝘴.”

🎇𝗕𝗲𝘄𝗮𝗿𝗲 𝗼𝗳 𝘁𝗵𝗲 𝗮𝗹𝗹𝘂𝗿𝗶𝗻𝗴 𝗺𝗮𝗴𝗻𝗲𝘁𝗶𝘀𝗺 𝗼𝗳 𝘁𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆 𝗮𝗻𝗱 𝗵𝗼𝘄 𝘁𝗵𝗶𝘀 𝗰𝗼𝘂𝗹𝗱 𝗱𝗲𝘁𝗿𝗶𝗺𝗲𝗻𝘁𝗮𝗹𝗹𝘆 𝗶𝗺𝗽𝗮𝗰𝘁 𝗼𝘂𝗿 "𝗰𝗼𝗺𝗽𝗮𝘀𝘀 𝗼𝗳 𝗰𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻"

  • Stay rooted to an authentic philosophy built on compassion and curiosity for people - where a reset is required, strive to "unlearn" what you already know

  • Position AI & CRM and other tech solutions as tools and the "enablers" for igniting and elevating value creation for our customers

  • Deliver on the engagement fundamentals first and bolster with customer co-creation - 𝚋̲𝚎̲𝚏̲𝚘̲𝚛̲𝚎̲ you leverage the technology at your disposal

"𝘈𝘳𝘦 𝘸𝘦 𝘣𝘳𝘢𝘷𝘦 𝘦𝘯𝘰𝘶𝘨𝘩 𝘵𝘰 𝘢𝘱𝘱𝘳𝘰𝘢𝘤𝘩 𝘢 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳? 𝘛𝘩𝘦 𝘳𝘦𝘢𝘭 𝘣𝘳𝘢𝘷𝘦𝘳𝘺 𝘤𝘰𝘮𝘦𝘴 𝘸𝘪𝘵𝘩 𝘣𝘳𝘪𝘯𝘨𝘪𝘯𝘨 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳𝘴 𝘪𝘯𝘵𝘰 𝘵𝘩𝘦 𝘳𝘰𝘰𝘮 𝘵𝘰 𝘭𝘪𝘴𝘵𝘦𝘯, 𝘳𝘦𝘴𝘱𝘰𝘯𝘥 𝘢𝘯𝘥 𝘣𝘶𝘪𝘭𝘥 𝘵𝘳𝘶𝘴𝘵"