How to Build an AI-Driven Personalization Playbook

In this Masterclass*, Mårten Bokedal explores how AI agents are transforming personalization from static rules into a self-improving system that gets smarter with every interaction. You’ll discover how marketers and product teams can build a new personalization playbook—one designed for speed, scale, and true relevance.

*Video Source: © Koelnmesse

In this Masterclass you will:

• Discover why personalization has stalled—and how AI agents unlock a new level of performance
• Learn how to structure a personalization flywheel: combining data, content, decisioning, and activation
• Explore use cases for contextual bandits, LLM-aware experiences, and agent-assisted optimization
• Understand how AI-driven traffic (e.g. ChatGPT) is changing discovery and your web experience