From creating more personalised, one-to-one relationships to processing vast amounts of behavioural data, AI is changing how marketers interact and relate to audiences. FutureWeek spoke to four tech executives to find out how the relationship between businesses and their audiences is changing. Here’s what they had to say.
Jonathan Rosenberg’s, Chief Technology Officer and Head of AI, Five9
“AI is transforming how businesses understand their audience in many ways – but one of particular note is that it is allowing us to gain insight from data which was previously “dark”. Calls, chats and emails to the contact centre from customers contain vast amounts of useful insight, but this data is unstructured and has been difficult to mine for insights. With generative AI, brands can now mine this dark data and bring structure to what was previously unstructured.
“As an example, marketers will surely want to know how many times during a service call customers mention interest in churning to a competitor and which competitors are mentioned. Now, with generative AI, these questions can be answered.
Because this data can be gathered in real-time, it is allowing marketers to be increasingly proactive and targeted with outreach.”
Eric Bravick, Chief Executive Officer, The Lifted Initiative
“AI is revolutionising audience insights by shifting from static, historical data to real-time, predictive analytics. Instead of relying on broad demographic assumptions, businesses can now process vast amounts of behavioural data—ranging from purchase patterns to social sentiment—allowing them to anticipate customer needs with greater accuracy. Machine learning models continuously refine these insights, enabling hyper-personalised engagement at scale.
“Instead of mass messaging, AI allows businesses to build predictive, intent-based relationships with consumers. Marketing is becoming more conversational, with AI-powered chatbots, virtual assistants, and real-time content adaptation creating experiences that feel intuitive and tailored. Consumers increasingly expect this level of personalisation, and brands that leverage AI effectively are creating deeper trust and loyalty.”
“AI addresses a fundamental challenge in marketing: delivering the right message, to the right person, at the right time—at scale. Traditional methods struggled with fragmentation, manual segmentation, and outdated customer insights. AI eliminates these inefficiencies by automating personalisation, optimising media spend, and improving engagement through predictive modelling.
“AI also bridges the gap between data and action. Many businesses collect vast amounts of consumer data but lack the tools to extract meaningful insights. AI transforms raw data into actionable strategies, ensuring that every touchpoint—whether an ad, an email, or a customer service interaction—is aligned with individual preferences and behaviours.”
Enver Ozdemir, Head of Marketing, Jeffrey AI
“AI enables marketers and businesses to analyse vast amounts of data with precision, identifying patterns in consumer behaviour that would otherwise go unnoticed. AI agents can then take things further by automating marketing tasks. AI enables one-to-one engagement at scale. Traditionally, marketing involved broad targeting with generalised messaging to reach large audiences. Marketers can now personalise interactions to meet individual customer needs. This shift ensures that marketing is no longer just about broadcasting messages; it’s about having meaningful conversations with customers at the right time.
“One of the biggest challenges businesses face is wasting time on repetitive, low-value tasks. Small and medium-sized companies, in particular, often lack the resources to manage lead generation, customer follow-ups, and administrative tasks efficiently. JeffreyAI solves this by automating key business functions, such as qualifying leads and handling customer inquiries, helping businesses reduce manual tasks and improve efficiency. This allows teams to focus on strategic growth.
Filip Bech-Larsen, Chief Technology Officer, Umbraco
“With 85 percent of the content journey happening before users reach the CMS, AI could be used to make that final 15 percent a really efficient experience. AI could be used to validate content, not only to check spelling and grammar, as we’re accustomed to seeing in existing applications, but also to adjust the tone-of-voice of content, and check for implicit bias, or plagiarism. In future it may be possible to use AI not only to highlight issues, but also to suggest fixes. Furthermore, AI can be applied to alter existing content from a blog post to an FAQ, or vice-versa, to make content much more accessible to a broader audience, with ease.
“Also when it comes to media, AI can improve the content management journey. Knowing what a media item actually contains, in terms of images and video, and also longer pdf documents, could enable great suggestions for relating content and media and even generating missing illustrations, or making variations of existing content.”
