From Data to Decision: How AI is Changing Customer Understanding

More data. More noise. What's going wrong?
Most organisations have more customer data than ever – and most of it is making things harder, not easier. Behavioural signals tell you what people did, not why. Demographics tell you who they are on paper, not how they think. And AI, fed the wrong inputs, just amplifies the problem at scale.
This breakfast panel brings together three practitioners at the sharp end of customer understanding – in retail, financial services, and student accommodation – to ask a deceptively simple question: how do you go from data to a decision you can actually trust?
From the infrastructure that makes insight possible, to the psychology behind why people really buy, to what personalisation at scale looks like in regulated industries – this is a conversation about the gap between knowing your numbers and knowing your customer.
What to expect:
✅ Hear how enterprise data infrastructure works at scale – and where it breaks down when AI enters the picture
✅ Understand why behavioural data alone leads you to the wrong conclusions
✅ Explore a psychology-first approach to personalisation that goes beyond what people clicked
✅ Get ahead of the agentic commerce question – what happens when AI starts acting as the customer?
✅ Connect with senior peers navigating the same challenges in their own organisations
Who is this for?
This event is for senior leaders who feel the gap between the data their organisation collects and the decisions it actually makes – and want to understand what it takes to close it.
Whether that's a marketing or commercial challenge, a data and technology challenge, or a people and skills challenge, you'll leave with new perspectives, fresh connections, and practical ideas you can take back to your organisation.
Speakers:
Robert Franklin, Head of Data Science, Boots
David Chadderton, CMO, Homes for Students
David Liversidge, Senior Banking Advisor, Salesforce
Maria Nikolitsa, VP, Industry Value Advisory, Salesforce
Places are limited – sign up now.