The One with Benefits Leader Mark: Global Rollouts, AI Caution, Engagement

In this episode of Friends with Benefits, David sits down with global benefits leader Mark to break down the hard-earned lessons from rolling out benefits tech across 50+ countries.From why engagement isn’t just a comms problem to how AI could derail more than it helps, this episode gets into the operational realities most people don’t talk about.They unpack:— Why most global rollouts miss the mark on engagement— How to design for personalisation at scale— The role of consistency vs. autonomy across regions— Where AI fits in and where it really doesn’t— What benefits teams can learn from product teamsIf you’re navigating complexity, scaling strategy, or just trying to get your benefits platform actually used this one’s for you.Timestamps: 00:00 – Getting into Benefits03:50 – Health Benefits Are Underused08:15 – Benefits Are Designed, Not Just Delivered10:45 – The Local vs. Global Trap17:20 – Post-Launch is the Real Work21:50 – Measuring Impact24:40 – The Personalisation Gap36:00 – The Marketing Mindset43:50 – AI, Structure & Scale47:10 – Benefits ConfessionThanks for watching! Subscribe to our channel.