“Today, with AI, brands can not only predict customer actions but also anticipate their needs, preferences, and emotions," said Frans Riemersma, author and MarTech influencer.At a partner event in Dubai, Ogilvy One and Progress shared exclusive insights on using AI to enhance customer engagement.
Ogilvy One, known for its next-generation business, brand, and customer value services, teamed up with Progress, a leader in AI-powered digital experiences and infrastructure software, to shed light on how Gen AI technology can be used to design impactful digital experiences.
The event featured several high-level discussions, attended by industry experts and marketing professionals.
“The partnership between Ogilvy One and Progress is a powerful example of the potential that can be unlocked by integrating digital transformation and cutting-edge AI technology,” said Hazem El Zayat, Chief Experience Officer MENA at Memac Ogilvy.
Journeys defined by customers
Frans Riemersma, author and martech influencer, began the session underlining the power of AI in predicting future consumer actions, going beyond just customer behaviour.
He demonstrated how to build business use cases that utilise data, content and features, and how to maximise the personalisation of customer journeys through marketing technology backed by AI.
“Marketers today have access to more data than ever before, but the real challenge lies in turning that data into actionable insights,” said Riemersma.
He raised the case for marketers to transition from tech-centric to customer-centric strategies to enhance ROI and decision-making. He also emphasised that building flexible, integrated martech stacks tailored to funnel stages and customer journeys is key for competitive advantage.
“Today, with AI, brands can not only predict customer actions but also anticipate their needs, preferences, and emotions. By integrating AI into every step of the customer journey – from content creation to real-time personalisation – marketers can curate experiences that feel both immediate and meaningful,” he said. “We must continue to leverage the power of technology to build authentic, emotional connections at scale, ultimately driving loyalty and long-term success.”
People-centric experiences
Another key highlight from the event included Ogilvy One’s in-depth case study on how personalised, predictive, data and behavior-driven communications can significantly impact customer engagement.
The study explored how historical customer behaviour patterns, leveraging previous transactions with customer first-party data, and aligning communications with on-sale SKUs resulted in highly personalised, automated follow-up messages across multiple channels, can ultimately drive higher online and offline sales.
“Today, the customer journey is more dynamic and interconnected, making AI and automation essential for brands to stay competitive,” said Ramiro Millan, Senior Director of Partnerships at Progress.
People-centric digital experiences start with a simple idea: put people and their needs at the center of development. It’s about more than just personalising content — it’s about truly understanding where, how, and why users engage with apps and websites. Designing with this context in mind ensures that digital experiences are relevant and meaningful. But relevance alone isn’t enough. Accessibility is crucial, too.
“By combining our insights on customer engagement with Progress’ innovative solutions, we create more meaningful, personalised experiences for our clients, which go beyond just meeting customer expectations,” said El Zayat.
By combining Ogilvy One’s expertise in customer engagement with Progress Sitefinity’s advanced AI-powered content management and automation capabilities, the partnership hopes to enable brands to harness data, personalise interactions, and drive long-term customer loyalty and business growth.
