Harnessing the Power of AI and Personalisation
The power of personalisation has been a hot topic for C-Suite leaders for over a decade, as customers’ expectations have continued to rise. Overlay AI’s ability to rapidly process multiple data points, and it’s no wonder the combination of personalisation and AI is one of the most discussed opportunities in our 24HR Business Plan workshops.
At our recent 24HR Business Community Event Series in Sydney, we brought together some of Australia’s most experienced leaders in practical AI implementations of personalisation and recommendation systems. The panel included Claire Southey from Rokt, Lucio Ribeiro ex Optus and NINE, Kavita Kerwar from DiUS, and Baker ‘Becker’ Tamroy from Microsoft, moderated by 24HR Business Plan founder / CEO, Andrew Baxter. For over an hour they discussed and explored how AI can deliver better customer experiences.
They all agreed that with AI and personalisation on the rise, it’s not just about having the tools—it’s about using them right. So, how do C-Suite leaders turn all this potential into real business impact?
Key Takeaways
AI isn’t magic. It’s not the quick fix many hope for. When used purposefully, though, it becomes a game-changing tool for efficiency and innovation across industries.
Personalisation powered by AI can help solve the “choice paradox”—a customer overwhelmed by too many options. Done right, it creates a meaningful connection.
AI and human intelligence aren’t mutually exclusive. The balance between the two is where trust, innovation, and security happen.
Understanding AI Integration: A Purpose-Driven Approach
Here’s the reality: AI isn’t some one-size-fits-all solution. If you’re jumping on the AI bandwagon just because everyone else is, you’re probably heading in the wrong direction. The consensus amongst our panel of experts was that AI is a tool. Not a quick fix, not a silver bullet, but a versatile tool—a “silver spanner” as Kavita Kerwar put it. It works when it’s used strategically.
You can’t just slap AI into your business and expect miracles. Ribeiro makes an important point — start with the assessment of technology, skills, and compliance. Then move to planning, followed by implementation and evaluation. If you don’t understand your needs, how will AI help? It needs to align with your business purpose, your people, processes, partnerships and data you have available.
Kavita Kerwar puts it simply: don’t rush AI adoption. Make sure it aligns with your strategic goals first. Without that, it’s just another tool doing nothing for you.
The Power of Personalisation: Addressing the Choice Paradox
Here’s something we can all agree on: consumers have too many choices. It’s confusing, it’s overwhelming, and it’s a problem that businesses are now trying to solve. The answer? Personalisation. But we’re not talking about blanket recommendations or pushing products that don’t align with what people actually want.
Claire Southey from ROKT points out that Amazon’s 35% of sales come from personalised product recommendations. That’s a huge number. And it’s proof that personalisation works—when it’s powered by data. When done right, AI-driven personalisation doesn’t just increase consumer satisfaction; it drives revenue.
But with great power comes great responsibility. The biggest thing here? Trust. Consumers need to feel like their data is being used ethically, not exploited. Southey and the panel emphasised the need for businesses to manage data carefully and transparently, ensuring that personalised experiences don’t cross any lines. The ethical framework has to be there, or you risk losing trust—and that’s a death sentence for any brand.
Balancing Trust with Innovation: The Role of AI and Human Intellect
Here’s the thing: AI can help, but it shouldn’t replace human creativity. In fact, the best outcomes come from AI and human intelligence working together. You can’t let technology replace the empathy and emotional intelligence that only humans bring to the table.
Kavita Kerwar nails it here: AI should complement your team, not replace it. AI excels at data analysis and process automation, but when it comes to things like emotional discernment or understanding context, that’s where your people shine.
On top of that, let’s not forget about data security. Microsoft’s Becker touched on this too—privacy matters. Companies need to be transparent with how they’re handling data. AI can offer solutions, but it needs to be secure. Consumers won’t trust you if they don’t feel safe.
Conclusion: The Real Opportunity
So here’s the bottom line: AI and personalisation are powerful, but they’re only as good as how you use them. Take a purpose-driven approach, use data ethically, and ensure AI works hand-in-hand with human insight. Get that right, and the potential is there. The businesses that truly succeed in this space won’t just be the ones with the best tech—they’ll be the ones that understand the power of combining data with a genuine human touch.
