The urgency here cannot be overstated. Unlike previous technological shifts, AI adoption is advancing at an exponential rate. This creates an ever-widening gap between adopters and non-adopters. Early adopters are embedding AI into their workflows and compounding their advantages, while those who delay risk falling into a cycle of perpetual lag.

While hyperpersonalisation can be incredibly effective in delivering relevant experiences, there's a risk of crossing the line into pushiness.