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Personalization at scale gets pitched like a switch you flip, but the reality is messier and way more human. From Adobe Summit, Jeannie Walters’ sits down with IBM leaders to unpack what it takes to deliver customer experience that feels consistent, connected, and genuinely helpful across digital touchpoints even when different teams, tools, and timelines are involved.
First, Betsy Rohtbart, VP, Digital Experience & IBM.com, shares a simple reframing with big implications: start with the task your visitor is trying to complete, then design the experience to make that “pay off” every time. We talk about why customers often feel the gaps instead of the beautiful moments we intended, how secret shopping your own trial and onboarding flow exposes breakpoints fast, and why chasing problems like a “toddler soccer game” creates more friction. The standard is brutal but fair: customers compare you to their last best experience anywhere.
Then Jay Trestain, EMEA Marketing Transformation Lead & Client Partner, breaks down agentic orchestration in plain terms: AI agents that act as domain experts and work together across an enterprise workflow. We dig into what leaders miss when they rush to deploy AI, how a clear North Star vision sharpens decisions about martech, process redesign, and KPIs, and why agentic technology is changing digital discovery by bypassing traditional web real estate. The punchline: governance is not red tape, it’s the engine for rapid, high-quality decisions that help good pilots scale into real value.
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Follow Betsy Rohtbart on LinkedIn: linkedin.com/in/betsymorserohtbart/
Follow Jay Trestain on LinkedIn: linkedin.com/in/jay-trestain/
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Jeannie is an award-winning customer experience expert, international keynote speaker, and sought-after business coach who is trailblazing the movement from “Reactive Customer Service” to “Proactive Customer and Employee Experience.” More than 500,000 people have learned from her CX courses on LinkedIn Learning, and her insights have been featured in Forbes, The Chicago Tribune, The Wall Street Journal and NPR.
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