Hello $Firstname - Profiting from Personalization - AI Edition

Personalisation has moved from a marketing ambition to a business necessity. In this completely updated AI Edition of the bestseller Hello $Firstname, Rasmus Houlind and Frans Riemersma show how Generative AI is enabling marketers to scale personalisation like never before.

Using the proven Bowtie of Personalisation framework, the book guides you through strategy, data, content, technology, and organisational readiness – with fresh case studies and insights for the AI era. Whether you’re a marketer, technologist, or business leader, you’ll learn how to create experiences that resonate on an individual level, drive measurable results, and build lasting customer relationships.

Packed with practical tools, models, and examples, this book helps you:

• Understand the fundamentals of AI-enabled personalisation

• Apply the Bowtie of Personalisation to real-world scenarios

• Balance creativity, data, and technology for scalable impact

• Navigate the organisational changes required for success

If you want to stay ahead in the age of AI-powered marketing, Hello $Firstname – AI Edition is your essential guide.

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Advance Praise:
“Personalisation in marketing has always been a challenge and with generative AI now in the mix, the opportunities, challenges and complexities are greater than ever. Hello $FirstName is one of the best guides to help you navigate this evolving landscape, identify pitfalls and design the strategy you need to succeed. An indispensable guide for the modern marketer!”
- FREDRIK MCCARTHY, DIRECTOR, GLOBAL MARTECH, AUTOMATIONS AND CRM FOR HBO MAX, WARNER BROS. DISCOVERY
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“Hello $Firstname is the book I wish I’d had when starting in personalisation. Updated for the gen-AI era, it shows how to scale impact, why content matters as much as data, and introduces the brilliant CX Layers and personalisation cards. Smart, practical – with a playful twinkle.”
- MARIA MOREAU, CRM DIRECTOR, BOOZT
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“"Hello $Firstname has become a defining resource for understanding personalization in large, complex organizations. This new edition recognizes just how dramatically the landscape has shifted with generative AI. It combines timeless wisdom with cutting-edge practice. A must-read for any leader navigating personalization in 2025."
- JUAN MENDOZA, CEO, THE MARTECH WEEKLY
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“Hello$Firstname is an invaluable resource for anyone looking to understand and implement personalisation and generative AI. With clear explanations, practical tips, and inspiring case studies, the updated version demonstrates how AI can transform personalisation into a dynamic and effective superpower boosting engagement and customer lifetime value.
- BRIAN ANDERSEN, EVP, GROUP DIGITAL & LOYALTY, MATAS Group
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“A long-awaited, essential guide for marketers aiming to crack the code on profitable personalisation of customer journeys. Maximising return on investments in marketing automation, personalisation technology, AI and data is not only about doing things right, but also about doing the right things. This book is inspirational in both areas.”
- NICK MASCA, EX HEAD OF DATA SCIENCE FOR GROWTH & PERSONALISATION AT M&S
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“AI offers us endless possibilities – but without the right strategy, it’s just noise. Hello $FirstName shows how data, creativity, and technology can come together in genuine personalisation that both delights customers and drives the bottom line.”
- MARIA DABELSTEEN, CCO, Aller Media A/S
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“Generative AI is turning hyper personalisation from hype into reality. Hello $Firstname shows marketers how to seize this moment - transforming AI’s potential into one-to-one experiences that truly connect with customers.”
- FRANÇOIS-YVES CAYA, DIRECTOR OF MARKETING AND CUSTOMER STRATEGY , DESJARDINS GROUP
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