AI and personalisation: How business is being rewired
Experts are saying artificial intelligence and personalisation are no longer distant trends; they are the engines redefining how businesses grow, communicate, and compete. From automated decision-making to hyper-tailored customer engagement, AI is reshaping every layer of the global economy. At DMAP DigiCon 2025 in Manila, Philippines, Dex Hunter-Torricke, an emerging technology expert, said companies that fail to adapt to this transformation risk losing relevance in a market that now runs on data, insight, and personal connection.
In his keynote speech, Hunter-Torricke said that the current decade represents a turning point in how value is created and shared. He pointed to the rise of the knowledge economy as the foundation for how companies must now operate and compete.
“We’ve just lived through an amazing chapter of history – the arrival of the global knowledge economy. For the first time, the ability to create and distribute information has become the primary driver of value around the world. It’s a transformation that has changed how we live, work, and connect with one another,” Hunter-Torricke said.
The coming decade of acceleration
As AI capabilities develop faster than most organisations can adapt, Hunter-Torricke warned that the next few years will test leadership and institutional resilience. The speed of technological change, he said, will redefine business strategy and even social stability.
From new productivity tools to machine-learning models that replicate human reasoning, the rate of progress shows no signs of slowing. Many of the world’s largest AI labs are already experimenting with systems capable of general intelligence, raising questions about governance and accountability.
“The next decade is going to be the most challenging moment in history. The speed of change is accelerating, and the systems we’ve relied on for generations are being redefined. We’re being forced to rethink what progress, work, and leadership truly mean,” Hunter-Torricke said.
The AI ladder: rapid model evolution
Hunter-Torricke illustrated how quickly AI is advancing, not just in power but also in accessibility. What was once the domain of specialised labs is now within reach of startups and individual creators. The result is a rapidly changing innovation landscape that leaves no sector untouched.
“Almost every week now, new AI models are arriving that are more and more sophisticated. They are taking us on a path toward something that feels much more intelligent and capable than anything we have today. It’s an extraordinary acceleration that humanity has never experienced before,” he said.
Everyday personalisation and connection
DigiCon’s conference chair Alan Fontanilla, meanwhile, spoke about how personalisation, powered by AI, is already shaping everyday consumer behaviour. He said most people experience it unconsciously, from the playlists they hear to the ads they see, and that this invisible layer of relevance is redefining how brands build trust.
“This is personalisation that happens in our everyday lives, and we often take it for granted. But more than that, it shows how deeply connected technology is to us – often in ways we barely even notice. It’s no longer something we use; it’s something that understands us,” Fontanilla said.
Hyper-personalisation as the new standard
Businesses are no longer focused solely on automation or efficiency. Hyper-personalisation, tailoring experiences to the individual, has become a central strategy across industries. Hunter-Torricke said AI allows this at a scale that was previously impossible.
“We’re entering an era now where AI opens up the possibilities of hyper-personalisation – products, services, and systems that are vastly more bespoke and tailored to every individual. It’s not just about efficiency anymore; it’s about empathy at scale. That’s going to redefine the relationship between people, technology, and society,” he said.
Empowering small businesses through data
Fontanilla highlighted how data-driven insights can transform even small, local enterprises. He described how micro-retailers and independent sellers can now target customers with precision that once required corporate-level resources.
“With the right insights, they’re doubling their sales, not through blanket promos but through offers that matter most to their customers. That’s not mass marketing; that’s smart, local, and personal,” Fontanilla said.
Personalisation as a business necessity
What began as a marketing trend has become a central business imperative. Fontanilla said companies that treat personalisation as optional are already falling behind. For consumers, relevance is now expected, and it directly impacts loyalty and conversion.
“This isn’t a ‘nice to have.’ It’s a brand, business, and bottom-line must-do. Whether you’re a rising startup, a legacy brand, or a one-person team, you now have the power to make it personal,” Fontanilla explained.
Rethinking leadership for the AI era
Hunter-Torricke said that the rise of AI demands a new kind of leader, one who combines creativity with moral responsibility. He drew parallels with the Renaissance, when breakthroughs in art, science, and philosophy were driven by people who understood the value of curiosity and service.
“Increasingly, the way I think about it, at least, is we need more leaders like we had during the Renaissance era. These were people who combined creativity with a sense of civic duty and an openness to new ideas. In the age of AI, that same combination of imagination and responsibility will be essential,” Hunter-Torricke said.
Ethics, trust, and accountability
Both speakers acknowledged that as personalisation grows more precise, so too must ethical standards. Fontanilla warned that convenience should never outweigh consent and that trust has become the foundation of modern marketing.
“Just because we can personalise doesn’t mean we always should. Consent, privacy, ethics, and trust are now the currencies of modern marketing. People don’t just want relevance – they want respect,” he said.
Hunter-Torricke added that the same ethical discipline must extend to global challenges such as sustainability. “You don’t have to take climate change seriously, but it takes me very seriously. Nature doesn’t negotiate with us. If we don’t act with urgency and foresight, the consequences will be beyond our control.”
Shaping the future
“The big conversations haven’t changed all that much; we’re still talking about transformation, commerce, creativity, data, and brand-building. But what’s changed dramatically is how. Because digital transformation is never static, it is fluid. It’s evolving,” Fontanilla said.
Hunter-Torricke concluded his keynote speech at DigiCon 2025 with a reminder that the future is not predetermined. Technology, he said, offers tools but not direction – and it is the responsibility of people, businesses, and governments to decide how those tools are used.
“The future is not a tidal wave. The future is the future, and we need to shape it. Every choice we make today determines whether that future will be one of hope or one of harm.”
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