Personalisation at Scale: Where the Line Is, How Far to Push It, and When to Hand It Back to a Human
How far should personalisation go — and how do you know when you've crossed the line from helpful to creepy?
In this September 2025 ACXPA CX Roundtable, Karen Clydesdale, Campbell Davies and James McIntyre explore the sliding scale of personalisation from macro to hyper, how Tennis Australia is applying it across the Australian Open and participation programs, and where AI belongs in the mix versus where the human touch still wins.
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September 2025 CX Roundtable Host & Panel
The practitioners behind the discussion.
Kevin Perry
Head of Customer Experience & Personalisation | IVE Group
Connect on LinkedIn Karen Clydesdale
Head of Customer Experience | Tennis Australia
Connect on LinkedIn Campbell Davies
Founder | PINCH | Growth Advisory
Connect on LinkedIn James McIntyre
Principal Consultant | JMC Marketing & CX
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