Marketers are facing a key challenge: AI-driven chat and search are changing how people discover products, making consumer behaviour harder to predict than ever. At the same time, technology has allowed organisations to operate with a more complete set of data about their users than ever before, creating a golden opportunity for marketers to lean into their first-party data and take personalisation to the next level. Going forward, mobile apps will be a marketer’s best friend – enabl...
