Personalized

Advance Praise for Personalized:

“Personalization is the new frontier of competition. Without it, consumers will leave your company behind. Abraham and Edelman distill the problem and provide a practical framework to embed personalization at the heart of any organization. A must-read as we enter the age of AI.” — Joey Zwillinger, cofounder, former CEO, and Member of the Board, Allbirds

“A valuable, easy read, providing a comprehensive view of how the promise of personalization can be achieved through AI. With practical advice and real-world examples, Abraham and Edelman demonstrate approaches for using the ‘Promises of Personalization’ to create competitive advantage.” — Julie Kim, President, US Business Unit, Takeda

“A richly detailed guidebook that all leaders need to read. Personalized captures the strategic opportunities that personalization can offer, while also providing practical lessons on how the C-suite needs to set the vision, drive change, and invest in people, technology, and personalized content.” — Priya Krishnan, Chief Digital and Transformation Officer, Bright Horizons

“Extremely relevant and timely. Personalized takes a modern view of customer strategy, demystifying how to apply AI and generative AI in order to know your customers and show them that you care about their needs.” — Richelle Parham, President, Global e-Commerce and Business Development, Universal Music Group

“Personalized is mandatory reading for all strategists and marketers. With rich stories from leading brands and clear advice on how to deliver true personalization at scale, this book is a wake-up call for all of us on how much change is still to come—and how to seize this opportunity!” — Antonio Lucio, Chief Marketing Officer, HP

Mark Abraham is a senior partner at Boston Consulting Group and founder of the firm’s Personalisation business. He and his team have accelerated the personalisation efforts of more than a hundred iconic brands and built some of BCG’s largest ventures and AI platforms, including Fabriq by BCG, for personalisation.

David C. Edelman is a senior lecturer at Harvard Business School, an executive advisor and board member to brands and technology providers, and an advisor to BCG. Previously, he was chief marketing officer at Aetna. He has worked with dozens of companies on personalisation, AI, and agile marketing at both BCG and Digitas.