The First-Party Data Playbook for the AI Era

AI is creating new ways for consumers to discover brands, but fragmented customer data can limit personalization, measurement, and campaign performance. This playbook explains how marketers can build an AI-ready first-party data foundation by securely connecting customer signals across teams, partners, platforms, and emerging digital destinations. Through practical guidance and examples from organizations including Citi, Whirlpool, MGM Resorts, and Delta Air Lines, the resource explores how trusted data collaboration can help teams understand customer behavior, improve audience strategies, and activate more relevant experiences while protecting consumer trust.

Key takeaways:

• Identify where AI and first-party data can deliver measurable business impact.
• Unify and analyze customer signals to uncover actionable trends and opportunities.
• Expand, activate, measure, and optimize audiences across channels and AI destinations.

Download the playbook to explore five practices for preparing first-party data for AI-powered marketing.

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