Data can only become truly powerful when it is not just merely tied to personas, but to individual people. However, it is crucial to find the right balance of personalisation. Do too little, and your company is just one amongst many. Do too much, and the customer feels like they are under microscopic scrutiny – and they could actually end up viewing your company as an intruder rather than as an ally. AI can deliver a level of personalised service that not only maintains that essential balance, but also does it at scale - all with seamless ease. Here's how.