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Publicis Sapient’s Nathan Thompson tells CGT that CPGs won’t reach true personalization without a unified data spine (modern CDP as a modular layer), cross-functional pods with shared KPIs, and an end-to-end agentic AI content supply chain to generate/activate variants at speed. He urges shifting from rigid brand rules to design tokens + “flex zones”, and measuring not just ROI but content velocity, creative diversity, and cost by personalization level—with connected identity tying media to sales impact.
