Ep 158: How can brands build loyalty in a hyper-personalised AI world? - With Emily Gray, Founding Partner at Untangld

2025-06-04

On this episode I’m talking about brand loyalty in a hyper personalised AI world with Emily Gray, Founding Partner of Untangld: an international Strategy Studio defining how businesses win.We get into what loyalty really means today, from communities and connection to the risk of over optimised personalisation, and why Emily believes true loyalty is earned through relevance, not reliance.We talk about the impact of AI on brand relationships, how to design for meaning instead of mechanics, and w...

On this episode I’m talking about brand loyalty in a hyper personalised AI world with Emily Gray, Founding Partner of Untangld: an international Strategy Studio defining how businesses win.

We get into what loyalty really means today, from communities and connection to the risk of over optimised personalisation, and why Emily believes true loyalty is earned through relevance, not reliance.

We talk about the impact of AI on brand relationships, how to design for meaning instead of mechanics, and what marketers can learn from the likes of Starbucks, Elf and Rapha. Emily also shares how brand strategy needs to evolve in a world where customer expectations are fluid and attention is scarce.

If you're thinking about retention, CRM or how your brand shows up in a world shaped by automation, this one is for you.

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