Expert Mode: From Sidecar to Core Capability: AI in the D2C Enterprise
For years, the promise of one-to-one personalization at scale has been the holy grail of digital marketing. We, as leaders, have sat through countless presentations and read innumerable whitepapers on the subject. We’ve invested in platforms, hired data scientists, and run pilot programs. Yet, for many enterprise organizations, personalization has often remained a “sidecar”–an interesting set of experiments running parallel to the core business, but never fully integrated into the engine itself. The sheer volume of data, customer signals, and potential touchpoints made true, dynamic personalization at the scale of a global enterprise feel more like a theoretical ambition than an operational reality.
