From personalisation to personification: the future of customer engagement

This event report describes how one 'evangelist' at IBM Watson, the AI branch of the computing veteran, is attempting to overcome consumer fears over data protection by shifting the focus from personalisation to personification.

One thing in common among the spate of new technologies and platforms that marketers are having to consider is data. Once it was consumers' personal data that promised to unlock a targeting nirvana, with marketers able to personalise communications t