The power of personalization in the age of AI | Mark Abraham

TED Business

TED

Business, Modupe Akinola, Ted Business Podcast, Business Leadership Podcast, Ted Talks Business, Ted Modupe, Ted Talks

4 • 1.2K Ratings

🗓️ 28 October 2024

⏱️ 15 minutes

🔗️ Recording | iTunes | RSS

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Summary

With all that spam clogging your inbox, a more personalized experience with the brands you interact with would be a refreshing change of pace. Sharing insights from his research into what brands can do to improve the experience of the people they want to reach, personalization pioneer Mark Abraham highlights a key mindset that can help companies boost their growth (and delight their customers) in the era of AI. After the talk, Modupe dives into what this could mean for the rest of your life — on and offline.

Transcript

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0:00.0	Ted Audio Collective.
0:02.0	I'll admit to all of you, I've entered the fifth floor.
0:07.0	Yep, I've hit my 50s.
0:14.2	And I'm in no danger of forgetting this fact because my inbox is full of targeted ads reminding
0:21.0	me of just how old I am.
0:23.0	All sorts of things from AARP and non-stop communication from my local pharmacy
0:29.0	about receiving the shingles vaccine.
0:32.0	And while they are not too far off, I mean I do need the shingles vaccine,
0:36.8	the barrage of these ads is beginning to feel relentless and invasive. But what if the emphasis was on the quality of these targeted
0:45.7	ads rather than the quantity? Would that change my relationship to these services
0:50.8	as a potential customer?
0:55.8	I'm a dupeak Nola.
0:57.2	This is Ted Business from the Ted Audio Collective.
1:00.8	Our speaker today is Mark Abraham. He's a senior partner at
1:04.3	BCG who founded the firm's personalization business. And he says AI, when
1:10.6	used strategically, can actually help companies personalize the way they interact with customers.
1:17.0	Then after the talk, I'll share what his insights mean for our inboxes and our work offline too. But first a quick break. And now Mark
1:30.1	Abraham takes the Ted stage.
1:35.8	It was a bright sunny day and I was out for a run
1:40.4	when the large dog escaped from behind his fence, attacked me, bit me right in the leg, I fell,
1:47.0	spraying my wrist, and to make matters worse, I find out he's not up to date on his rabies shots.
1:54.0	Okay, off to the local urgent care I go.
	...

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