Rasmus Houlind

Rasmus Houlind is the author of Hello $FirstName, a leading work on modern personalization that introduced the Bowtie of Personalization and the Pyramid of Personalization. His frameworks have become reference points for marketers who want a clear, practical way to understand and operationalize personalization at scale.

He is also CXO at Agillic, where he works with brands across Europe to build customer experiences that are driven by insight, fuelled by intelligent content, and grounded in real business value.

Presentation Τitle:
"Beyond Hello $Firstname - The Real Meaning of Personalization and How AI Helps Scale It"

This keynote cuts through the noise around personalization and explains, in practical terms, what it actually is. Drawing on Hello $Firstname and the Bowtie of Personalization, the session shows marketers how to work with personalization in a structured way across campaigns, automation, and digital experiences, while avoiding the common traps that waste time and budget.

The keynote also confronts the real impact of generative AI. Participants learn how AI removes the content bottleneck, how it can finally scale personalization in a meaningful way, and where the biggest risks appear when teams rush in without the right structure or understanding.

In thirty minutes, the audience gets a clear definition of personalization and a realistic view of how AI can elevate it from ambition to execution.