Question 1

Why does AI personalisation fail?

Accepted Answer

It commonly fails because customer information is fragmented, inaccurate, old, unverified or disconnected from the outcome the brand is trying to influence.

Question 2

What is unified customer data?

Accepted Answer

Unified customer data connects information from relevant systems into a consistent customer view. It can include identity, transactions, service interactions, campaign responses, preferences and verified actions.

Question 3

Is a customer data platform enough for AI marketing?

Accepted Answer

A customer data platform can create valuable infrastructure, but the brand must still define meaningful behaviours, validate signals, manage permission and measure whether interventions caused better outcomes.

Question 4

What is customer action data?

Accepted Answer

Customer action data records a defined behaviour completed in response to an opportunity or intervention, such as a verified purchase, referral, repeat action, product registration or challenge completion.

Question 5

How can promotions improve AI data?

Accepted Answer

A well-designed promotion creates a controlled link between an offer, a verified action, a reward and a subsequent outcome. That produces clearer learning signals than undifferentiated clicks or impressions.

Question 6

Does more customer data create better AI?

Accepted Answer

No. Irrelevant, inaccurate or excessive data can reduce model quality and increase privacy risk. AI benefits from appropriate, current, permissioned and well-defined information.

Question 7

Should AI automatically decide which reward a customer receives?

Accepted Answer

AI can support reward selection, but brands should maintain eligibility rules, cost controls, fairness checks, fraud controls and human oversight for material decisions.

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