Making Personalization Work: AI, Content and the Rise of Agents

Personalization has always been the promise — and with AI, it’s finally becoming possible to deliver it at scale. But success requires more than data obsession: without a strong content layer, personalization stalls.

In this exclusive executive roundtable, Rasmus Houlind (Agillic) and Mårten Bokedal (Optimizely) will show how the bowtie and CX Layers frameworks help organisations balance the data and content layers. They’ll then explore how generative AI removes long-standing bottlenecks, and how AI agents are transforming personalization from rules-based campaigns into self-improving systems that learn and adapt with every interaction.

Expect Nordic case examples, candid peer discussions, and practical models you can apply right away.

Each participant will receive the brand-new AI edition of Rasmus’ book Hello $Firstname: Profiting from Personalization.

Key takeaways: 

• Why personalization success depends on balancing the data layer and the content layer.
• How generative AI accelerates content creation, removes bottlenecks, and enables new opportunities.
• What AI agents mean for the future of personalization - moving from manual setups to self-improving systems.
• Practical steps to assess readiness and adapt teams, workflows, and investments for an AI-driven future.

Program

11.30 | Welcome and Drinks

11.45 | Moderator Presents the Agenda for the lunch
Mats Gustafsson Waxler, Founder & CEO | Wednesday Relations

12.00 | Making Personalization Work: AI, Content and the Rise of Agents

Personalization has long been the ambition — but scaling it requires more than just data. At this exclusive executive lunch, Rasmus Houlind and Mårten Bokedal will show how to balance the data and content layers using the bowtie and CX Layers frameworks. They’ll explore how generative AI removes bottlenecks — and how AI agents are transforming personalization into self-improving systems that adapt with every interaction.

Mårten Bokedal, Senior Solutions Strategy Director | Optimizely 
Rasmus Houlind, Chief Experience Officer | Agillic 

12:20 - 13.20 | Contribute with your thoughts and challenges through a group conversation over lunch

• Data Readiness: How do we ensure insights can be activated effectively without becoming "data obsessed"?
• Content Readiness: How can generative AI - and now AI agents - help overcome the content bottleneck and scale personalization?

13:20 - 13.30 | Summarizing and ending

Target Group

As part of a selected group (10 professionals) you will have the chance to network with directors and decision makers within Marketing, CRM, CX, Product Management, Digital Transformation and E-commerce. This Roundtable is only directed to leaders/decision makers.

Please note that this event is limited to 10 guests and is free of charge for the participants.

Speakers & Host

Application of interest

Executive Partner

Optimizely is on a mission to make the lives of marketers better with Optimizely One, the world’s first operating system for marketing teams. Optimizely One combines industry-leading solutions across content management, content marketing, experimentation, commerce, and personalization, powering every stage of the marketing lifecycle through a single, AI-accelerated workflow. With the flexibility of a fully composable platform, Optimizely is proudly helping global brands like Salesforce, Zoom, and Toyota create content with speed, launch experiments with confidence, and deliver experiences of the highest quality. Learn more at optimizely.com.
 
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