Artificial Intelligence & The Hyper-Personalized Brand (Virtual) | School of Marketing | ANA

Artificial Intelligence & The Hyper-Personalized Brand (Virtual)

Using AI to Achieve One-to-One Marketing
(Virtual Half Day Workshop)

Virtual Workshop Description
Emerging technologies, most notably Artificial Intelligence (AI), are causing a level of disruption in the world of marketing and brand-building not seen since the late 1990s. Back then, fear of missing out (FOMO) tended to transform even the most strategic marketers into copy-cat tacticians—desperately chasing the “latest and greatest” technology, platform, and application—with little regard to its long-term impact on brand positioning and equity.

Today, AI has the same disruptive potential… in both a positive and negative sense. The opportunity for marketers is to get out in front of this powerful technology and develop a strategic understanding of its potential application in branding and marketing… to not (once again) lead with activation and tactics but instead with thoughtful strategy and planning.

This workshop will demonstrate how AI can enable marketers to achieve the once-elusive goal of one-to-one marketing that Don Peppers and Martha Rogers originally projected in their 1993 best-selling book, The One-to-One Future. Specifically, it will show how AI can be strategically applied to micro-segment markets and to hyper-personalize virtually every element of the marketing mix. And perhaps most importantly, to do so efficiently and at scale. Emphasis will be on the potential for AI to personalize everything from a brand’s offer and messaging to its customer experience and content marketing efforts.

Target Audience
This workshop is not meant as a ‘how-to’ AI manual, rather, it is a powerful guide for strategists and marketing leaders to leverage the strategic application of the right AI tools to drive brand awareness and business lift. It is ideal for

  • Senior level marketing executives, tasked with setting high-level brand strategy.
  • Mid-level marketers, responsible for day-to-day brand activation and development.
  • MarTech, seeking to better grasp the strategic application of emerging technologies.

Virtual Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • How to improve key brand health-related metrics—e.g., preference, purchase intent, and loyalty—through the hyper-personalization possibilities afforded by AI.
  • How to improve key business-related metrics—e.g., reach, penetration, share of wallet, and market share—through the hyper-personalization possibilities afforded by AI.

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to offload laborious and time-consuming activities (e.g., data analysis, versioning) to AI, increasing the amount of time available for strategic and creative thinking.
  • How to bend the “cost curve”: to do more activity, but to do it at a lower cost per unit.

This workshop helps attendees improve marketing ROI by teaching them:

  • How to get superior market results through deeper levels of brand personalization.
  • How to use AI technology to more efficiently allocate employee roles and workflows.

Download the full agenda here


  • Mitch Duckler

    Mitch Duckler is managing partner of FullSurge, a strategic consulting firm that helps clients achieve business growth through brand building. Mitch teaches Developing a Brand Portfolio Strategy Workshop.