Sharing the Power of Personalization at Optimove Connect 2025
“It’s not just personalization, it’s a real-time, AI-powered engine for turning every customer interaction into a meaningful experience,” – Rob Davis and Edward Aaron-Obelley, Optimove Connect 2025 Speakers and Product Leaders at Optimove
Marketers attending Optimove Connect 2025 witnessed firsthand how Opti-X reshapes the future of digital personalization and enables brands to deliver meaningful, real-time customer experiences at scale. The session led by Rob Davis and Edward Aaron-Obelley, Product Leaders at Optimove, showcased how personalization, when powered by AI and real-time data, becomes more than a marketing tactic. It becomes a business accelerator.
See the full session below:
Key takeaways:
At the “Transform Customer Journeys into Personalized Experiences” session during Optimove Connect 2025, Rob Davis and Edward Aaron-Obelley unveiled how Opti-X empowers marketers to deliver AI-powered, real-time personalization at scale. In this blog, marketers will learn how to harness real-time data, AI, and event-triggered automation to craft personalized experiences that drive engagement and loyalty.
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Empowering the Positionless Marketer
At the heart of this year’s Connect event was the rise of the Positionless Marketer. Those who break traditional marketing silos by taking full control of ideation, creation, testing, and execution. The session highlighted how Opti-X, Optimove’s digital experience platform, is built for this exact type of modern marketer. With a self-serve, intuitive interface, Opti-X empowers marketers to craft and launch personalized experiences across web, app, email, push, and more, without reliance on dev or analyst teams.
Personalization Fueled by Real-Time Data and AI
A central theme of the session was the unmatched precision and scale of personalization possible through real-time data and AI. Opti-X integrates data such as behavioral, transactional, demographic, inventory and more to fuel over 20 machine learning (ML) recommendation models. These power features like content recommendations, dynamic layouts, personalized search results, and targeted banners all in real-time.
Crucially, these recommendations aren’t black-boxed: marketers can fine-tune them using business rules to prioritize high-margin items, promote strategic content, or align with seasonal goals. It’s autonomy and intelligence, working in tandem.
Opti-X expands real-time triggered capabilities by enabling campaigns to respond not just to customer-initiated actions—such as cart abandonment or a recent purchase—but also to universal events that occur outside of a customer actions. These include external triggers such as an item coming back in stock, a product release, or the start of a live sports game. The session demonstrated how campaigns can respond in real-time to these moments, allowing marketers to stay contextually relevant and maximize impact.
An audience favorite was the live demonstration of OptiLive, Optimove’s solution for real-time sports marketing. The session illustrated how CRM data and live sports stats can come together to trigger personalized, split-second campaigns, like sending a tailored betting offer right after a goal is scored in a match.
Opti-X: Why It’s Different
What sets Opti-X apart is not just its technical power, but its usability. Marketers can configure, launch, and optimize experiences on their own. Whether it’s a personalized homepage layout, search-driven product discovery, or instant notifications triggered by external events. Opti-X makes it possible to act in the moment without depending on engineers or analysts.
The product’s strength lies in the synergy between autonomy and orchestration, offering a level of personalization that is both scalable and brand aligned.
In Summary
The session clarified that real-time personalization is no longer a future aspiration but a current necessity. Opti-X enables marketers to lead with speed, intelligence, and customer-centricity. With the tools to act fast and the power to personalize meaningfully, brands can now create journeys that truly resonate across every touchpoint.
Edward is an experienced Product Marketing Manager in the B2B SaaS industry with a background in chemical engineering. He is currently driving product marketing efforts at Optimove, focusing on Go-To-Market (GTM) strategies, messaging & positioning, and competitive intelligence for the Opti-X platform. He is passionate about simplifying complex and technical concepts into engaging stories that resonate with customers. Edward holds a master’s in Chemical and Process Engineering from the University of Surrey.
