Welcome to the UNLEARN Podcast! Today, we’re joined by a true pioneer in digital transformation and customer strategy, <a href="https://www.linkedin.com/in/daveedelman/" rel="noopener noreferrer" target="_blank">David C. Edelman</a>. With over three decades at the forefront of marketing and digital transformation, David most recently served as Chief Marketing Officer at <a href="https://www.linkedin.com/company/aetna/" rel="noopener noreferrer" target="_blank">Aetna/CVS</a>, where he led transformative shifts in customer engagement. Before that, he co-led <a href="https://www.linkedin.com/company/mckinsey/" rel="noopener noreferrer" target="_blank">McKinsey’s</a> Global Digital Marketing and Sales Practice and held key leadership roles at <a href="https://www.linkedin.com/company/digitas-north-america/" rel="noopener noreferrer" target="_blank">Digitas</a> and <a href="https://www.bcg.com/" rel="noopener noreferrer" target="_blank">Boston Consulting Group</a> (BCG), advising top executives worldwide.Now, David is bringing his expertise to <a href="https://www.linkedin.com/school/harvard-business-school/" rel="noopener noreferrer" target="_blank">Harvard Business School</a>, where he shapes the next generation of leaders and advises CXOs on driving digital agility and building resilient teams. In this episode, he shares insights from his latest book, Personalized: Customer Strategy in the Age of AI. We’ll explore the different types of AI, where and how to use them, and the evolving role of AI across the C-suite. Get ready for an enlightening conversation with David Edelman on the future of customer strategy in the age of AI.&nbsp;<h3>Key Takeaways:</h3><ul><li>Personalized Connections with AI: David’s “five promises” framework—Empower, Know, Reach, Show, Delight—guides personalized customer experiences. </li><li>AI Beyond Marketing: Personalization extends beyond marketing into a holistic, C-suite-level strategy. </li><li>Data to Value: Examples from Aetna using data to simplify interactions and deliver targeted recommendations.</li><li>Balancing Innovation and Trust: David stresses trust in AI, focusing on data privacy and ethical personalization.</li></ul> <h3>Additional Insights:</h3><ul><li>Promise and Pitfalls of AI: Emerging AI tools make data integration accessible, helping smaller companies compete with industry giants.</li><li>Managing Expectations: The importance of transparency and data use comfort in creating personalized, non-intrusive customer experiences.</li><li>Unlearning Old Mindsets: David encourages that leaders must shift from traditional tactics to a customer-centric, AI-driven approach.</li></ul> <h3>Episode Highlights:</h3><ul><li>00:00 - Episode Introduction </li></ul> "If you’re trying to connect with customers using personalization, there are essentially five promises that you’re making to them." <ul><li>01:35 - Introduction to the Episode: Barry introduces David Edelman, a veteran in digital transformation and customer strategy. </li></ul> “David has spent over three decades at the cutting edge of marketing and digital transformation.” <ul><li>03:06 - Early Influences: Creativity and Leadership in Marketing </li></ul> “I became the music director of my high school show from just simply being a saxophone player.” <ul><li>08:33 - From Marketing to AI-driven Strategy </li></ul> “The thing I had to unlearn is that it’s not just about marketing... it’s about strategy and customer experience.” <ul><li>10:03 - Using AI for Personalization: Shopify and Brinks Case Studies </li></ul> “So Shopify, who has a free trial and then offers to convert people to paid subscriptions... it’s over 500 combinations.” <ul><li>19:26 - Educational Personalization: The Aetna Video Initiative </li></ul> “People don’t understand it, they make mistakes... so we found a provider that could create personalized videos.” <ul><li>25:25 - The Five Promises of Customer Strategy </li></ul> “Empower me, know me, reach me, show me, delight me.”&nbsp; <ul><li>37:59 - Closing Thoughts and The Future of AI in Personalization </li></ul> “We’ve got to show good things, good experiences that are happening in ways that are trustful and appropriate.” Follow Our GuestLinkedIn Accounts:&nbsp;<ul><li>David C. Edelman: <a href="https://www.linkedin.com/in/daveedelman/" rel="noopener noreferrer" target="_blank">https://www.linkedin.com/in/daveedelman/</a>&nbsp;</li><li>Aetna: <a href="https://www.linkedin.com/company/aetna/" rel="noopener noreferrer" target="_blank">https://www.linkedin.com/company/aetna/</a>&nbsp;</li><li>McKinsey: <a href="https://www.linkedin.com/company/mckinsey/" rel="noopener noreferrer" target="_blank">https://www.linkedin.com/company/mckinsey/</a>&nbsp;</li><li>BCG: <a href="https://www.linkedin.com/company/boston-consulting-group/" rel="noopener noreferrer" target="_blank">https://www.linkedin.com/company/boston-consulting-group/</a>&nbsp;</li><li>Digitas: <a href="https://www.linkedin.com/company/digitas-north-america/" rel="noopener noreferrer" target="_blank">https://www.linkedin.com/company/digitas-north-america/</a>&nbsp;</li><li>Harvard Business School: <a href="https://www.linkedin.com/school/harvard-business-school/" rel="noopener noreferrer" target="_blank">https://www.linkedin.com/school/harvard-business-school/</a>&nbsp;</li></ul> Websites:&nbsp;&nbsp;&nbsp;<ul><li>Aetna:&nbsp; <a href="https://www.aetnacvshealth.com/" rel="noopener noreferrer" target="_blank">https://www.aetnacvshealth.com/</a>&nbsp;</li><li>McKinsey: <a href="https://www.mckinsey.com/" rel="noopener noreferrer" target="_blank">https://www.mckinsey.com/</a>&nbsp;</li><li>BCG: <a href="https://www.bcg.com/" rel="noopener noreferrer" target="_blank">https://www.bcg.com/</a>&nbsp;</li><li>Digitas: <a href="https://digitz-digitas.com/" rel="noopener noreferrer" target="_blank">https://digitz-digitas.com/</a>&nbsp;</li><li>Harvard Business School: <a href="https://www.hbs.edu/" rel="noopener noreferrer" target="_blank">https://www.hbs.edu/</a>&nbsp;</li></ul> _________________________________&nbsp;Download my free innovation map I use to help companies like Google and Nike figure out the gap between their current state and desired state.Download Now: <a href="https://bit.ly/InnovationPortfolioWorkbook" rel="noopener noreferrer" target="_blank">https://bit.ly/InnovationPortfolioWorkbook</a>&nbsp;FOLLOW THE HOST:<ul><li>LinkedIn: <a href="https://www.linkedin.com/in/barryoreilly" rel="noopener noreferrer" target="_blank">https://www.linkedin.com/in/barryoreilly</a>&nbsp;</li><li>Personal site: <a href="https://barryoreilly.com" rel="noopener noreferrer" target="_blank">https://barryoreilly.com</a>&nbsp;</li><li>Facebook: <a href="https://www.facebook.com/barryoreillyauthor/" rel="noopener noreferrer" target="_blank">https://www.facebook.com/barryoreillyauthor/</a>&nbsp;</li><li>Twitter: <a href="https://x.com/barryoreilly" rel="noopener noreferrer" target="_blank">https://x.com/barryoreilly</a>&nbsp;</li><li>Instagram: <a href="https://www.instagram.com/barryoreilly/" rel="noopener noreferrer" target="_blank">https://www.instagram.com/barryoreilly/</a>&nbsp;</li><li>Email: <a href="mailto:hello@barryoreilly.com" rel="noopener noreferrer" target="_blank">hello@barryoreilly.com</a></li></ul>

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