Leveraging personalization and AI to build meaningful consumer experiences

At the 20th Asian Carriers Conference (ACC) in Cebu, branding and customer experience expert Alex Hunter underscored how artificial intelligence (AI) and personalization can transform brand loyalty in today’s competitive landscape. 

ACC is co-presented by PLDT Global Corp., PLDT Enterprise, and Smart Communications Inc., along with Huawei, Digital Enabler stc Group, Eastern Communications, and BBIX Inc., Bankai Group, and Infobip.

Hunter, known for his work with the Virgin Group, emphasized a growing need for companies to rethink how they connect with customers in the digital age. How can brands differentiate themselves in an increasingly crowded marketplace? For Hunter, the answer lies in creating personalized, meaningful experiences that resonate with consumers on a deeper level.

“We need to cut through the noise and really connect with the people who matter to us the most — our customers,” Hunter said.

Brands can use technology, such as AI, to not only streamline operations (automation) but also create these personalized moments (machine learning) that drive brand loyalty. 

“AI is a tool, not a feature,” he explained. “We have gotten too used to slapping ‘AI’ on everything we do without actually showing the customer how it makes their life better.”

Hunter noted the potential job losses AI might bring to certain industries. While he acknowledged that AI could displace some jobs in the short term, particularly in roles like customer service, he remained optimistic about the long-term opportunities AI could create.

Data privacy

“I do worry about the transition period, but I’m hopeful that new jobs will emerge as we adapt to these technologies,” he said.

AI should be seen as a tool that can simplify and enhance customer interactions. However, he noted that if this technology is not carefully managed, it can alienate customers or create friction. Hunter emphasized that when brands embrace AI, they should not forget about the human connection that lies at the heart of customer loyalty.

While personalization is key to making customers feel important to brands, there is a fine line to tread about data privacy. The balance between leveraging AI to enhance personalization and respecting consumer privacy is a concern that continues to grow as technology becomes more embedded in daily life. 

“We have reached a point where people are very sensitive about how their data is used,” Hunter said. He pointed to the strong data protection laws in Europe as an example of how consumers expect brands to be responsible stewards of their personal information.

While personalization can create stronger connections with customers, Hunter warned that overstepping can alienate them. 

Transparency and sustainability

“It’s dangerous when we try to be too clever. Consumers don’t want to feel like they’re being spied on,” he cautioned.  “The key is to use customer data intelligently — improving their experience without making them uncomfortable.”

For Hunter, , who is also the creator and host of online travel show “Attaché,” it is not just about adopting the latest technologies — it’s about understanding how to use them to create authentic, meaningful experiences that truly resonate with customers. “In the end,” he said, “it’s the magic of those moments that builds loyalty, not the technology behind it.”

Hunter also underscored the importance of transparency and sustainability in modern branding. He noted that consumers, especially younger generations, are increasingly making purchasing decisions based on a brand’s ethical practices. Companies that fail to address their environmental impact or engage in “greenwashing” risk losing credibility.

“Consumers are much more aware of their carbon footprint now, and they’ll choose brands that align with their values,” Hunter said. “It is no longer just about the product; it’s about the entire ecosystem around it.”