Personalisation has always been the promise. AI agents are how we finally deliver it. In this session, MIchiel Dorjee reveals how AI agents are transforming personalisation from a manual, rules-based effort into a self-improving system that scales with every interaction. Drawing from real-world examples and emerging trends, he’ll show how marketers and product teams can harness AI to build a new kind of personalisation playbook—one built for relevance, speed, and scale.

Key takeaways include:

• Why personalisation has stalled—and how AI agents unlock a new level of automation and performance
• How to structure your personalisation flywheel: combining data, content, decisioning, and activation
• Use cases for contextual bandits, LLM-aware experiences, and agent-assisted optimization
• How traffic from ChatGPT and other AI interfaces changes discovery—and what that means for your web experience

This is personalisation reimagined—not just powered by AI but orchestrated by it.