Opinion Party: the marketing podcast
brought to you by BAV Group & IRG

Season 2: Episode 11
The Five Promises of Effective AI-Powered Personalization with David C. Edelman

SUMMARY
In this episode author and marketing expert, David C. Edelman, joins host Laura Jones, Global CEO of BAV Group about the critical role of marketing leaders in driving personalization strategies within organizations. They discuss the need for collaboration across the C-suite, the importance of understanding customer experiences, and the necessity of leveraging technology and insights to empower customers effectively.

LINKS

• Laura Jones: https://www.linkedin.com/in/lapjones/
• BAV Group: https://www.bavgroup.com
• David C. Edelman: https://www.linkedin.com/in/daveedelman/
• Personalized: Customer Strategy in the Age of AI: https://www.edelmanadvisoryservices.com/publications
• IRG Humanized Growth: https://instituteforrealgrowth.com/humanized-growth
• Institute for Real Growth: https://instituteforrealgrowth.org

TAKEAWAYS

• Personalization must empower customers to achieve their goals.
• Trust is built through delivering on promises in personalization.
• Understanding customer context is crucial for effective personalization.
• Personalization can enhance customer experiences but can also feel invasive.
• The five promises of personalization are empowering, knowing, reaching, showing, and delighting customers.
• Marketing leaders should orchestrate personalization strategies across the organization.
• Agile marketing practices can enhance responsiveness and effectiveness in personalization.
• Generative AI tools are transforming how personalization is executed.
• Companies must prioritize customer perspectives to avoid pitfalls in personalization.
• Successful personalization strategies can drive significant business growth.

CHAPTERS
00:00 Introduction to Personalization and AI

02:29 The Five Promises of Personalization

11:10 Organizing for Personalization Success

14:05 Tools for Effective Personalization

18:29 Common Pitfalls in Personalization

23:13 Generational Perspectives on Personalization

26:56 Creating Value Through Personalization

Opinion Party: the marketing podcast

For season two, we asked twelve marketing leaders from a world class set of organizations to join host Laura Jones, Global CEO of BAV Group, to talk marketing myths, trends, data, and opinions. Filmed live on site at the Institute for Real Growth Summit in Cannes, summer 2025. Find us at https://www.theopinionparty.com or wherever you get your podcasts.

Season 2 of Opinion Party: the marketing podcast is brought to you by:

BAV Group, the world’s leading authority on data-driven branding.™️
Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results.
Learn more at https://www.bavgroup.com

Institute for Real Growth
We inspire CMOs to increase their personal, business, and societal impact by driving more Humanized Growth.
Learn more at: https://instituteforrealgrowth.com

CREDITS
Host & Executive Producer: Laura Jones
Executive Producer: Ketzirah Lesser
Production & Still Photography: Bronac McNeill Photography & Film
Co-director, Camera, Sound, Edit: Natalie Barrass
Photos © Bronac McNeil Photography & Film