Past Writings – 3
AI Predictions for 2025 (Part 10):
2025 will mark the convergence of three transformative AI technologies that fundamentally reshape how brands connect with customers. The combination of Agentic AI (through AI Co-Marketers), AI Twins, and true N=1 personalisation will finally solve marketing’s persistent “Not for Me” problem – where generic messaging fails to resonate with individual customers.
AI Twins will evolve beyond basic segmentation to create personal digital companions for each customer. Starting with Adtech Twins built from public data, progressing to Madtech Twins incorporating marketing insights, and culminating in individual Singular Twins (MyTwins), these AI replicas will enable unprecedented understanding of customer needs and preferences.
The AI Co-Marketer will serve as the orchestration layer, using Agentic AI to coordinate across these Twins and create what I call “Generative Journeys” – dynamic customer paths that adapt in real-time like Google Maps recalculating routes. This combination will enable true N=1 personalisation at scale, where every interaction feels personally crafted for each customer.
Most importantly, this trinity of AI innovations will transform marketing from mass communication to individual conversation. Rather than bombarding customers with generic messages, brands will engage in meaningful dialogue through AI-powered personal companions. The result? Higher engagement, better retention, and dramatically lower customer acquisition costs as brands shift from endless acquisition to building lasting, profitable relationships.
The Emergence Revolution: How Agentic AI Will Reinvent Marketing Teams [MyTwin]:
- Personal 24/7 digital companion and assistant, acting as an AI clone of the customer
- Enables direct expression of preferences through natural conversation – like customers talking to themselves
- Maintains persistent memory of all interactions
- Powers true N=1 personalisation through deep understanding of the customer – for content, product recommendations, and ads
AI-Native Martech: A ‘Department of One’ for the ‘Segment of One’:
Imagine every customer represented by their own bi-directional AI Twin—one interface engaging with marketers, the other with the actual customer. These digital representatives create a paradigm shift in the brand-customer relationship:
- Marketers can “simulate” conversations with these agents to test messaging effectiveness, product-need fit, and optimal engagement strategies before deploying campaigns
- Customers gain personal AI advocates that filter incoming marketing to match genuine preferences, negotiate for better offers, and even customise their entire experience ecosystem
…The ultimate vision for AI-native Martech is nothing less than the “Department of One” for the “Segment of One”—where sophisticated AI systems replace entire marketing teams while delivering truly individualised experiences to each customer. This isn’t some distant sci-fi dream; it’s within our grasp today. Making it happen will unlock hundreds of billions in profits for brands—money currently wasted on repeatedly reacquiring existing customers through increasingly expensive adtech platforms.
Beyond operational efficiency (“doing more with less”), AI-native Martech addresses the fundamental economic equation of business success: maximising LTV) while minimizing CAC to drive Earned Growth for sustainable profits.
… In a marketing landscape plagued by attention scarcity and platform dependency, AI-native Martech represents perhaps the single biggest business opportunity of our era. By redirecting even a fraction of the annual $500 billion AdWaste toward relationship-building and genuine value creation, we can transform marketing from a necessary expense into a strategic advantage—and in the process, redefine the relationship between brands and customers for the digital age.
