IN OUR HEADS
October 21, 2025
At Advertising Week NYC 2025, I had the privilege of moderating a roundtable with a group of accomplished and insightful marketers, exploring the theme of precision in a fragmented world. As our digital landscape becomes increasingly complex, achieving true marketing precision—without overwhelming consumers—demands not only advanced AI tools, but also a deep sense of empathy.
Redefining Precision
“Precision isn’t just about targeting—it’s about relevance,” explained a participant. “Consumers don’t want to feel like they’re being followed. They want brands to anticipate their needs in ways that feel natural and valuable.”
Across the board, panelists agreed that broad segmentation is a relic of the past. Today’s marketers are focused on leveraging real-time data, contextual understanding, and explicit consent to deliver experiences that truly resonate—without crossing the line into intrusion.
Orchestrating Across Fragmentation
Another panelist highlighted the growing complexity facing brands: “We’re speaking to customers across apps, social, streaming, and in-store. The key is not just being everywhere, but being intentional about where and how you show up.”
Another added, “Fragmentation challenges us to break down silos internally. Marketing, product, and data teams must collaborate to create unified experiences, even when the consumer journey is anything but linear.”
Finding the ‘Goldilocks Zone’ of Personalization
We debated on the delicate balance brands must strike: “We see higher engagement with personalized offers, but there’s a threshold. Too many notifications or irrelevant messages, and users disengage—or worse, churn.”
Elevating Trust and Transparency
As privacy regulations tighten and consumers become more vigilant, trust is paramount, and we all stressed the importance of transparency: We must be upfront about data collection, and usage, and always give customers control. Personalization should feel like a service, not surveillance.
Looking Ahead: Technology with a Human Touch
The group expressed optimism about the potential of technology—AI, machine learning, and predictive analytics—to enable smarter, more adaptive personalization. Yet, there was consensus that the human element remains irreplaceable.
“AI can help us identify patterns, but it takes creativity and empathy to craft messages that truly connect,” I noted as moderator.
Key Takeaways
· Precision is about relevance, not just reach.
· Managing fragmentation requires orchestration and seamless collaboration across teams.
· There is a fine line between helpful and overwhelming—consumer feedback is the best compass.
· Trust and transparency are essential in today’s data privacy landscape.
· Technology is an enabler, but the human element remains at the heart of effective personalization.
As brands navigate a world of infinite touchpoints, those who succeed will be the ones who deliver just enough, at just the right moment, ensuring every interaction feels personal—never pervasive.
