E81 - The Personalisation Advantage in the Age of AI - Podcast with Mark Abraham
02/26/25 • 46 min
Welcome to the podcast that explores the evolving landscape of change management, leadership, and transformation.
In today’s episode, I’m thrilled to be joined by Mark Abraham, Managing Director at Boston Consulting Group (BCG) and author of the bestselling HBR book, Personalized: Customer Strategy in the Age of AI. With over 20 years of experience, Mark has worked closely with global CEOs, CMOs, and CXOs, helping them tackle complex business challenges and deliver breakthrough 1:1 customer experiences. At BCG, he founded and leads the company’s Global Personalization business.
Mark brings a wealth of knowledge on how AI is reshaping customer experience, the ethical considerations of data usage, and how businesses can implement personalization at scale. We explore the strategies that drive success, the barriers to adoption, and how AI can be the game changer in the dynamic world of personalization.
I am thrilled to have Mark chatting with me today.
About Mark
I am Managing Director and Senior Partner with Boston Consulting Group and author of the bestselling HBR book, Personalized: Customer Strategy in the Age of AI.
At BCG, I founded and lead the company’s Global Personalization business, helped found our firm's AI arm, BCG GAMMA, comprised of thousands of data scientists and engineers, and lead our work in the restaurant sector. As head of the firm’s Marketing, Sales & Pricing Practice in North America, I work with global CEOs, CMOs and CXOs on complex, multifaceted business challenges. Over the course of my 20+ year tenure at the firm, I have overseen end-to-end transformation programs for iconic clients in a wide range of industries and built BCG into a globally recognized leader in helping brands deliver breakthrough 1:1 customer experiences.
I hold an MBA with high distinction from the University of Michigan Ross School of Business and a BA in business studies from Oxford Brookes University.
Outside of BCG, you might find me off the grid on some of the great hikes of the world in places like Iceland, Patagonia, Australia & New Zealand or my Pacific Northwest home along with my two sons and partner, Jason. I grew up across three continents in Europe, China and US, learned five languages, and love meeting new people across cultures.
Contact Mark
Mark’s Profile
WWW
https://www.personalizedthebook.com/
Ali Juma
@The Inner Game of Change podcast
Follow me on LinkedIn
Welcome to the podcast that explores the evolving landscape of change management, leadership, and transformation.
In today’s episode, I’m thrilled to be joined by Mark Abraham, Managing Director at Boston Consulting Group (BCG) and author of the bestselling HBR book, Personalized: Customer Strategy in the Age of AI. With over 20 years of experience, Mark has worked closely with global CEOs, CMOs, and CXOs, helping them tackle complex business challenges and deliver breakthrough 1:1 customer experiences. At BCG, he founded and leads the company’s Global Personalization business.
Mark brings a wealth of knowledge on how AI is reshaping customer experience, the ethical considerations of data usage, and how businesses can implement personalization at scale. We explore the strategies that drive success, the barriers to adoption, and how AI can be the game changer in the dynamic world of personalization.
I am thrilled to have Mark chatting with me today.
About Mark
I am Managing Director and Senior Partner with Boston Consulting Group and author of the bestselling HBR book, Personalized: Customer Strategy in the Age of AI.
At BCG, I founded and lead the company’s Global Personalization business, helped found our firm's AI arm, BCG GAMMA, comprised of thousands of data scientists and engineers, and lead our work in the restaurant sector. As head of the firm’s Marketing, Sales & Pricing Practice in North America, I work with global CEOs, CMOs and CXOs on complex, multifaceted business challenges. Over the course of my 20+ year tenure at the firm, I have overseen end-to-end transformation programs for iconic clients in a wide range of industries and built BCG into a globally recognized leader in helping brands deliver breakthrough 1:1 customer experiences.
I hold an MBA with high distinction from the University of Michigan Ross School of Business and a BA in business studies from Oxford Brookes University.
Outside of BCG, you might find me off the grid on some of the great hikes of the world in places like Iceland, Patagonia, Australia & New Zealand or my Pacific Northwest home along with my two sons and partner, Jason. I grew up across three continents in Europe, China and US, learned five languages, and love meeting new people across cultures.
Contact Mark
Mark’s Profile
WWW
https://www.personalizedthebook.com/
Ali Juma
@The Inner Game of Change podcast
Follow me on LinkedIn
Previous Episode
E80 - AI Strategy & Change Adoption - Podcast with Lisa Carlin
Welcome to The Inner Game of Change, the podcast that explores the evolving landscape of change management, leadership, and transformation.
In today's episode, I am joined by Lisa Carlin, a strategy execution expert, to dive into one of the biggest conversations in business today; AI strategy and adoption. With the AI hype everywhere, how can organizations separate signals from the noise and make smart strategic decisions?
Lisa brings her deep expertise to help us cut through the noise, focus on what matters and harness AI for real impact. We will explore practical adoption strategies, leadership's role in driving AI success and the mindset shift needed to embrace this powerful technology.
I am grateful to have Lisa chatting with me today.
About Lisa
Hi, I'm a Strategy Execution Specialist. I work with leaders who want to leave a legacy of change and innovation. I help them to plan and execute their strategic projects when stakes are high. They have ambitious goals, and are faced with major risk, tough cultures or likely resistance.
My clients love having an independent sounding board and expert advice, so they can deliver their plans with confidence.
After 50+ implementations, I've learned that traditional strategy approaches alienate staff and hinder implementation. Over this time, I’ve pioneered a culture-friendly, human-centered approach that speeds up change momentum. AI is now a major part of my focus: developing effective AI strategies to fast track success.
My career includes roles at McKinsey and Accenture, then running my own business since 1999. When I’m not at work, I’m gardening with the dogs.
***
Work with me:
1. 😊🌱📈 Contact me to convert your strategies into executable projects, plans and results. [email protected]
2. 😊🌱📈 Join The Turbochargers Hub for resources, learning and a community of leaders driving change. See https://theturbochargers.com/hub/
3. 😊🌱📈 Signup for TURBOCHARGE WEEKLY, 8,000+ subscribers.
Fast-track your strategies with 3 tips in under 3 minutes (free)
https://info.theturbochargers.com/register-turbocharge-weekly
Contact Lisa
Websites
- theturbochargers.com/ (Company)
- futurebuildersgroup.com/ (Portfolio)
Ali Juma
@The Inner Game of Change podcast
Follow me on LinkedIn
Next Episode
Mental Models For Managing Change - First Principles Thinking
Hi everyone, and welcome to a very special mini-series on The Inner Game of Change. I’m thrilled to take you on this journey as we explore something both timeless and practical: Mental Models for Managing Change.
Before we dive into today’s topic, let’s quickly cover what a mental model actually is.
A mental model is simply a way of thinking — a framework that helps us understand the world, make better decisions, and solve problems more effectively. Think of it like a blueprint for how to approach challenges and navigate complexity.
Here’s a simple analogy: Imagine you are driving to a new destination. Without a map, you could easily take wrong turns, waste time, or even get lost. But with a map — your mental model — you have a clear route to follow, helping you avoid mistakes and arrive faster and with far less stress.
In the same way, mental models give us a clearer path when managing change. They help us break down complexity, anticipate obstacles, and guide us toward better outcomes.
And that brings us to today’s episode, where we’ll explore First Principles Thinking.
Ali Juma
@The Inner Game of Change podcast
Follow me on LinkedIn
The Inner Game of Change - E81 - The Personalisation Advantage in the Age of AI - Podcast with Mark Abraham
Transcript
The very first promise you have to start with is empower me . So what are you trying to do for the customer ? In your case , you're trying to educate them about topics they haven't heard about yet , in a deep and thoughtful way . So that might be the goal for empowering the customer .
Speaker 1In order to do that , you need to know me . So
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