Victoria Ajayi, Group Managing Director/CEO at TVC Communications, has called on practitioners, brands and agencies to leverage Artificial Intelligence (AI) in creating emotional connections with consumers.
The TVC boss made this call at the 2025 Brand Experience Summit organized by the Experiential Marketers Association of Nigeria (EXMAN) at Balmoral, Ikeja, Lagos while speaking to the theme “Unpacking the role of AI in reshaping consumer experiences and enabling personalization at scale.”
She said, “We live in an era where one notification, one video, one tailored interaction can spark emotion, shift perception, and drive action. The challenge is, how do we create something that emotionally resonate with deep personal experience, not just for one customer, but for millions of customers at the same time?”
She highlighted the significance of personalization at scale, citing examples from various industries, including media, marketing, and entertainment.
According to Ajayi, emotional connection is key to building strong relationships between brands and consumers. However, in today’s age, consumers are bombarded with countless messages, making it challenging for brands to cut through the noise and by leveraging AI, brands can create personalized experiences that resonate with consumers on an emotional level.
As defined by Ajayi, Personalization at scale is the ability to create individualized experiences for millions of consumers simultaneously. This is made possible through the use of AI, which can analyze vast amounts of data to identify patterns and preferences. By leveraging this technology, brands can deliver tailored messages, offers, and content that speak directly to each consumer’s needs and interests.
Highlighting the critical role AI plays in personalization at scale, she xplained that AI algorithms can analyze consumer data, including behavior, preferences, and demographics, to create detailed profiles. These profiles enable brands to deliver targeted messages and experiences that are relevant to each consumer.
Citing the launch of Nigeria’s first AI-powered multilingual news anchors by TVC Communications as an example of AI-driven personalization in action, Ajayi said this innovation enables the delivery of news in multiple languages, including English, Yoruba, Hausa, Pidgin, and Igbo. She emphasized that this technology has broadened the audience and made news more accessible to a wider range of people.
Spotify’s Wrapped campaign was another example Ajayi highlighted as an exemplary model of AI-driven personalization. The campaign uses AI to analyze users’ listening habits and provided personalized summaries of their favorite artists, songs, and genres. This approach has proven highly effective in engaging users and promoting a sense of emotional connection with the brand.
YouTube’s contextualized AI advertising was also cited as an example of AI-driven personalization. This feature uses AI to analyze video content and place ads at moments of maximum viewer engagement. Ajayi noted that this approach has led to increased ad relevance, higher engagement rates, and improved brand recall.
Emphasizing the concept of “mass intimacy,” which refers to the ability of AI to enable millions of consumers to feel seen and heard simultaneously. She noted that this is a game-changer for brands, as it allows them to build emotional connections with consumers at scale.
Rounding up, she further emphasized the power of AI in personalization. “AI is the catalyst that’s making personalization at scale not just possible, but powerful.”
