Putting data to work takes a huge investment of time and resources. But what if AI could run campaigns and do more of the heavy lifting? For many larger organisations, the trend towards personalised experiences is driving them to invest in AI and even recalibrate how they do business. However, European organisations are slower to adapt to this use of AI compared with the rest of the world (23% in European, 33% in Asia Pacific and 29% in North America). For countries in Europe, real-time personalisation is highest in the UK (26%), which is almost double that of privacy-conscious Germany (13%). Despite these obstacles, the appetite for personalised experience is clearly there because 28% of European marketers said they are making this one of their top priorities for 2020. Interest in Italy and the Nordics is highest with almost 50% of companies planning to use AI. Although Europe is still behind Asia when it comes to AI adoption, companies like Swisscom (see case study) are a shining example of what’s possible when companies are prepared to invest in AI and machine learning.