MASTERCARD
“ In today ’ s world plenty of solutions are there , but the key is to find the right problem ”
AMNAH AJMAL EVP MARKET DEVELOPMENT , EEMEA , MASTERCARD
Businesses have , of course , been prioritising personalisation for years – attempting to achieve a better ROI on their marketing techniques .
AI , Ajmal says , is now driving personalisation and ensuring consumers can enjoy the most personal service possible .
“ How many of us keep clicking ‘ close ’ on the ad we don ’ t want to see when we ’ re online shopping or on a social media platform ?” she asks . “ This is because companies , when targeting us for marketing efforts , haven ’ t been able to personalise what I want to see compared to what you want to see . Now , personalisation is possible and can be delivered at scale thanks to AI .” fintechmagazine . com 61