When AI Knows Too Much: Personalisation That Builds Trust Vs Breaks It

AI is changing the scale of personalisation. Products can now infer needs, predict behaviour, recommend the next action and sometimes pre-empt what a customer may want before they have asked for it. But the same capability that feels helpful in one moment can feel intrusive in another.
In this session moderated by Mihaela Draghici, Pallavi Modi and Sam Bradley explore the leadership judgement required to make AI-driven personalisation feel like a service, not surveillance.
The discussion moves beyond how much data a company can collect, and focuses instead on how products behave with the data they have. When does relevance build trust? When does it cross the line into manipulation? How should teams think about context, timing, consent, explanation and data provenance, especially when customer money, identity or long-term brand trust are involved?
Together, Pallavi and Sam will unpack where personalisation genuinely helps customers, where teams should deliberately hold back, and what product leaders should ask before scaling AI-enabled experiences.