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Personalized: Customer Strategy in the Age of AI
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Mark Abraham

Mark Abraham

Mark Abraham is a managing director and senior partner at BCG, and founder of the firm’s Personalization business.

David C. Edelman

David C. Edelman

David C. Edelman is an executive advisor and senior lecturer at Harvard Business School, and former CMO of Aetna.

“Personalized is mandatory reading for all strategists as well as marketers.”

Antonio Lucio, CMO, HP

“Personalized is full of pragmatic and timely advice on making 1:1 personalization happen.”

Vineet Mehra, CMO, Chime

“The authors do a fantastic job of demystifying what’s required to build out best in class personalization systems”

Jon Francis, Chief Data & Analytics Officer, General Motors

“Personalized takes a modern view of customer strategy, demystifying how to apply AI and GenAI.”

Richelle Parham, President, Global e-Commerce and Business Development, Universal Music Group

“A must read as we enter the age of AI.”

Joey Zwillinger, Co-Founder, former CEO and Member of the Board, Allbirds

“A richly detailed guidebook that leaders need to read. Personalized captures the strategic opportunities that personalization can offer.”

Priya Krishnan, Chief Digital and Transformation Officer, Bright Horizons