How do you turn personalisation into real business impact without losing the human touch? That was the question at the heart of this year’s CMO 100 Breakfast, hosted by Business & Finance in partnership with Cvent.

The session, “From Personalisation to Profit”, brought together Adebola Olomo (Founder, Deefrent Media Agency), Stephen O’Leary (Founder, Olytico), and moderator Tim Sutter (Cvent) for a lively discussion on how brands are using AI, data, and storytelling to stay ahead of the curve.

AI Needs a a Human Conductor

AI was the big talking point, but the consensus was clear: it is not a magic button. Olomo compared it to an orchestra. The instruments are there, but you still need a conductor to bring harmony.

“You still need humans to manage your AI output,” she said. “AI helps us elevate the work we do, but strategy is what makes it valuable.”

O’Leary shared how a retailer is already experimenting with AI to merge first-party shopping data with cultural trends, generating campaign ideas that humans then refine. Olomo highlighted how restaurants and retailers are using AI to create personalised moments for customers, from remembering birthdays to past orders, while keeping connection front and centre.

Data as the Voice of the Customer

For O’Leary, the real power of data lies in discovering what people actually want. He pointed to Reddit as a surprising goldmine for financial services insights, with thousands of people asking questions about pensions and money every day.

“That is the voice of the customer, right there in real time,” he explained. For brands, mining that data can spark better campaigns, more relevant content, and even the right questions to ask on stage at live events.

Olomo added that data is also about trust and creativity: “When people give you their data, they are giving you their story. It is not just information, it is an invitation to build relationships.”

The Takeaway

The message was clear: AI and data are incredible tools, but it is human creativity, empathy, and strategy that make them transformative. The future of marketing is not about replacing people, it is about amplifying them.

Join the Conversation at DTS 2026

At Dublin Tech Summit 2026, we will be diving deeper into how AI, personalisation, and creativity are transforming industries. From building trust with data to scaling personalisation with technology, global marketing leaders and innovators will share how they are turning insights into impact.

When: 27–28 May 2026
Where: RDS Dublin

Get your tickets today and be part of the conversation shaping the future of marketing and business.