Personas have long been a cornerstone of marketing, but AI is fundamentally changing how they're built, understood and activated.


In this episode of the IAB UK Ad Tech Podcast, Pat is joined by Joe Mountford, Director Of Insights at Crimtan, to explore how AI is redefining audience modelling. Together they discuss the evolution from traditional survey-based personas to AI-powered audience intelligence built on real-time behavioural signals, omnichannel data and statistical modelling. 

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