Mark Abraham leads Boston Consulting Group’s Marketing, Sales &amp; Pricing practice in North America. He also launched and leads the firm’s personalization capability. He has built some of the firm’s largest ventures and AI platforms, including Fabriq Personalization AI by BCG X, a personalization platform that accelerates personalization.Mark coauthored the book <a href="https://www.bcg.com/capabilities/marketing-sales/personalized-customer-strategy-in-the-age-of-ai">Personalized: Customer Strategy in the Age of AI</a>, which helps executives learn how to put personalization at the center of their strategy, accelerate growth, and capture their share of the $2 trillion personalization prize.Timestamps00:00 - Intro 00:49 - Why 2025 is the year of personalisation at scale 01:38 - When personalisation goes wrong 06:04 - Consumer data on our openness to personalisation 07:48 - The $2 trillion opportunity 10:08 - Who is doing personalisation well 14:27 - The competitive advantage of speed and scale 15:50 - How AI is driving personalisation forward 24:15 - The 5 areas to build the framework for personalisation 26:49 - How do you get information about your customer 31:53 - What is the most useful intelligence to gather 37:43 - How to make mass campaigns more targeted 42:36 - Some of the barriers to personalisation 50:19 - Why companies need to embrace AI 53:25 - Parting advice to people on implementing personalisation

The power of personalisation and how to deliver at scale - Mark Abraham, BCG