The Marketing + Media Alliance presents the evidence behind AI-powered personalization: 29 controlled experiments across 18 brands and four countries, delivering an average lift of +160%.
MMA’s Global State of Personalization study, localized for Germany in partnership with Kantar and Meta, reveals the personalization maturity of the German market, highlighting both progress and critical capability gaps.
The research shows that the challenge is no longer whether personalization can work. The more important question is whether organizations can turn individual experiments into a repeatable marketing capability—one that connects data, creative development, media activation, measurement and organizational decision-making.
Unilever and Air Up will bring the research to life through practical brand experiences. The discussion will explore how organizations identify the right use cases, demonstrate incremental impact and scale personalization without creating unnecessary operational complexity.
Bringing together perspectives from Kantar, Meta, Analytic Partners, Unilever and Air Up, the session will examine:
● What sits behind the average +160% lift identified through MMA’s controlled experiments.
● How mature the German market is compared with other markets.
● Which organizational and operational gaps prevent companies from scaling personalization.
● How marketers can distinguish genuine incremental growth from performance that would have happened anyway.
● How established enterprises and growth brands approach personalization differently.
● Where human judgment remains essential as AI takes on a greater role in marketing decisions.
Attendees will leave with practical guidance for moving from disconnected pilots to a scalable, measurable personalization capability.
