AI in Action: Personalisation and the Evolving Digital Experience

Stephen Hardy, Partner at Bain & Co explains that the digital experience is rapidly evolving thanks to multimodal and audio-first AI models that go beyond text to include images, audio, 3D, and video. Advanced tools like ChatGPT-4o integrate these formats seamlessly and can dynamically adapt brand assets for personalised customer engagement. Voice-based AI no longer relies on speech-to-text conversion but processes audio directly, creating fluid conversations. Bain’s work with OpenAI has produced live deployments such as “RepWise”, a voice-driven sales assistant offering instant client insights, showing real-world applications of these technologies globally.

Further innovation is seen in models like Google’s Gemini 2.5, a fast reasoning AI capable of dynamically generating user interfaces, signalling a future where digital interactions are more fluid and AI-driven. However, current marketing workflows for hyper-personalised content remain slow and cumbersome, often taking eight weeks and many handoffs. By applying predictive personalisation, generative AI content creation, and…