As AI continues to rewrite the rules of consumer engagement, the payments and commerce space sits at the very heart of that transformation.
In this interview filmed at FutureWeek Forum, Lidewij van den Ham, SVP Consumer Acquisition and Engagement at Mastercard Europe, explores how AI is fundamentally reshaping the way consumers discover, decide, and purchase — and what that means for brands trying to reach them.
From the rise of conversational commerce and chatbot-driven discovery to why clicks and impressions no longer tell the full story of advertising effectiveness, Lidewij shares her perspective on the metrics and mindsets that need to evolve. She also tackles one of the most pressing questions in modern marketing: what does truly ethical personalisation look like in an AI-powered loyalty landscape, and how do you build it in a way consumers actually trust?
