Decoding the digital consumer: Data, experimentation and AI

In an era defined by digital transformation, data abundance and consumer fragmentation, organisations face a new imperative: to thrive in complexity. In this episode, host Sergei Guriev is joined by Professor of Marketing, Anja Lambrecht and Chief Economist of Zalando, Greg Crawford to explore how firms can build agility, resilience and strategic foresight by leveraging data, economics and AI. From decoding consumer preferences to navigating real-time decision-making, the conversation unpacks the tools and organisational capabilities needed to turn complexity into competitive advantage. Drawing on academic research and industry practice, the episode offers a roadmap for leaders seeking to reorient their firms for innovation, adaptability and long-term success. For more thought leadership and business insights from London Business School faculty and alumni, visit ⁠⁠⁠⁠london.edu/think⁠⁠⁠⁠.  Sign up to receive a curated selection of articles, podcasts and films direct to your inbox twice a month at ⁠⁠⁠⁠london.edu/think/subscribe⁠⁠⁠⁠.  Follow us on social media:  ⁠⁠⁠⁠X.com/LBS⁠⁠⁠⁠  ⁠⁠⁠⁠linkedin.com/school/london-business-school⁠⁠⁠⁠  ⁠⁠⁠⁠facebook.com/LondonBusinessSchool⁠⁠⁠⁠