Judge of the Day: Campari's Jeremie Moritz explores what makes digital human

""AI is moving us from reactive to predictive," he says. "Instead of waiting for customers to tell us what they want, we can anticipate needs and serve up content, offers or experiences at the right time in the right context. It's not just about personalisation at scale, it's about creating relevance that feels intuitive. Done well, it makes the experience feel less like marketing and more like a service.""

"When it comes to creating consistency across mobile, web and in-store experiences, Moritz's advice is to think human, not technical. "Start with the customer, not the channel. People don't think in terms of mobile or in-store. They think in terms of the journey they're on. Map that journey, find the disconnects, then simplify. Unify your data, your tone of voice and your core promise. If those are consistent, the channel experience will be too.""

AI moves brands from reactive to predictive, enabling anticipation of customer needs and delivery of content, offers, or experiences at the right time and context. Personalisation at scale becomes relevance that feels intuitive, making digital interactions feel more like a service than marketing. Technology must be seamless to retain users, while creativity provides moments of delight that drive return visits. Consistency across mobile, web and in-store requires starting with human journeys, mapping disconnects, then simplifying and unifying data, tone of voice and core promise. Conversational AI platforms are emerging as the next major frontier for digital experience by 2025.

Read at The Drum