Personalisation vs privacy: ensuring data compliance while building trust

Businesses today face the challenge of balancing personalisation and privacy in their data practices, as they aim to comply with stringent regulations like the GDPR while also delivering tailored customer experiences. Trust and transparency are crucial, yet only about half of consumers trust brands with their personal data, emphasizing the need for clear communication on data collection and usage. Companies like Danske Spil have responded by adopting platforms like Twilio Segment, which help manage data privacy compliance and enhance customer experiences through AI-driven personalisation. Effective AI personalisation depends on data quality, prompting businesses to invest in data integrity and consistency. Twilio Segment offers features that automate privacy compliance, ensuring data protection and enabling the activation of clean data across various channels, thereby streamlining operations and fostering trust with customers.