AI is transforming the way businesses engage with their customers, enabling hyper-personalisation and individualisation through predictive and generative AI technologies. With 70% of businesses already using AI to customise content and marketing, companies that haven't yet turned to AI-powered solutions may be missing out on opportunities for greater engagement. By harnessing AI, businesses can gain deeper insights into customer behaviour and preferences, allowing them to adapt their offerings and communications accordingly. However, AI also comes with its own set of hurdles, including finding a balance between security and customer experience, data privacy concerns, and the need for transparency and control over personal information. To mitigate these risks, businesses must invest in the right data and communications platforms and adopt customer data platforms to align data streams with their data privacy and governance standards.