From personas to people: What’s the real future of CRM personalization?

In this episode of The Array by Jacquard, Toby and Jasper sit down with Brian Best, Head of Group (xLOB CRM) at Samsung, to unpack how enterprise organizations are evolving from persona-based journeys to true one-to-one personalization in an AI-driven world.They explore why data unification remains the biggest barrier to personalization at scale, and how fragmented systems prevent marketers from delivering consistent, meaningful experiences. Brian shares how Samsung balances global brand consistency with localized, personalized messaging, proving that personalization doesn’t replace brand strategy, it strengthens it.The conversation dives into the nuances of creative performance, including why overused words like “exclusive” lose impact over time, and how simple shifts like verb-first subject lines can significantly improve engagement. They also unpack the evolving role of AI, not as a replacement for marketers, but as a partner, where human creativity and strategic direction guide AI-driven execution.From building trust with legal and compliance teams to embedding AI into daily workflows, Brian outlines a practical roadmap for turning AI into a true ROI engine. This episode is a must-listen for marketers navigating the complexity of scaling personalization while maintaining brand integrity in a rapidly changing landscape.What You’ll Learn:Why personalization at scale requires both data mastery and creative judgment, not just technologyHow to balance global brand consistency with localized, one-to-one customer experiencesWhy semantic fatigue makes overused words like “exclusive” lose effectiveness and how to refresh messagingThe verb-first subject line framework that can increase email open rates by up to 20%Why data unification is the foundational bottleneck preventing true personalizationHow to use AI as a strategic partner, not just a productivity tool, in CRM workflowsThe importance of building trust with legal and compliance teams to enable faster, more flexible marketingHow “reasons to believe” (RTBs) outperform product-led messaging in building customer trustWhy cultural relevance, like sports and global events, can significantly boost engagementThe first practical step to unlocking AI ROI: creating and “branding” your own AI partnerBrian Best is Head of Group (xLOB CRM) at Samsung, where he drives customer engagement and eCommerce strategy for one of the world’s largest consumer electronics brands. With over 15 years of experience in digital transformation, Brian has generated more than $500M in eCommerce revenue and led CRM strategies contributing to multi-billion-dollar business units.Prior to Samsung, Brian held senior digital strategy roles at Publicis Groupe, where he helped global brands modernize their marketing technology stacks and unlock growth through data and AI. He specializes in leveraging machine learning for “Next Best Action” and “Next Best Product” strategies, as well as building AI-driven CRM ecosystems that deliver personalized, multi-channel customer experiences.If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts.  Instructions on how to do so are ⁠here⁠.