In AI we trust: Reflections from this year’s CDP Week

Speaking at this year’s CDP Week keynote, I made the case for why the customer data platform is fundamental to AI-powered personalization at scale.

It’s only the companies that understand their consumers as individuals with specific preferences and interests that can unlock personalization. These companies understand this process requires high quality and accurate data that is unified and activated in real time to deliver the best experiences.  But as we all have seen, if the data is siloed or poor quality, AI then produces inaccurate or misleading output ultimately damaging brand trust. 

Here are my three key reflections from this year’s event—a recap of what I believe are the most crucial takeaways for aligning personalization with AI in any organization.

1. You get what you give.

AI’s impact on customer engagement has proven to be a game-changer, but the quality of that impact hinges on data. It’s a simple but critical concept: AI models can’t outperform the data they’re fed. “Garbage in, garbage out” may sound like a relic of early computer science, but it’s never been more relevant. Inaccurate, siloed, or incomplete data is a direct threat to delivering the results AI promises—and to maintaining customer trust.

At Twilio, our Unified Profiles offer a way to ensure that data is clean, contextual, and connected across all touchpoints. Unified Profiles gather everything from recent web interactions and purchase history to preferred communication channels, creating a 360-degree view of each customer. This isn’t just about ticking a box for data quality; it’s about enabling AI to create real, measurable value. For businesses, that means better predictions, more relevant messaging, and ultimately, a far stronger customer connection.

2. Timing really is everything. 

Real-time engagement has become the new expectation, and companies need to meet it. Broad customer segments and delayed targeting no longer cut it. Consumers today expect brands to be agile enough to respond to their actions and behaviors as they happen. With the right data foundation, AI makes this responsiveness possible.

Tools like Twilio’s AI are giving brands the ability to execute personalization on an unprecedented scale. For example, companies using Twilio AI are seeing up to a 592% increase in sales per email and a 2-3x improvement in campaign performance. These are not just small improvements; they’re evidence of a shift in what’s possible. In short, AI is redefining personalization to be real-time, predictive, and precise, creating customer experiences that feel nearly 1:1.

3. Trust in the process.

Amid the possibilities of AI, data privacy is a consistent challenge. It’s tempting to see privacy requirements as just one more hurdle, but I see them as a pathway to customer trust. Responsible data practices are no longer optional—they’re essential to building and retaining trust. And with over 60% of companies expressing concerns about data accuracy impacting their AI, it’s clear that addressing privacy isn’t just about regulatory compliance; it’s about building a resilient, transparent relationship with customers.

At Twilio, we emphasize privacy and consent-based practices as a foundation, not an afterthought. Our approach ensures that the data AI relies on is both governed and respectful of customer preferences. Ultimately, personalization should feel genuine, not invasive. By committing to privacy-first strategies, brands can maintain the balance between personalization and respect for their customers’ data boundaries.

What’s next?

This year’s CDP Week reinforced that while AI and data are transforming customer engagement, the core principles remain the same: data quality, real-time adaptability, and customer trust are non-negotiable. 

With these in place, brands have the opportunity to create experiences that are not only highly personalized but truly human at scale. As we advance in this AI-driven landscape, Twilio is committed to helping brands stay ahead—ensuring that technology enhances the customer relationship rather than undermining it.