Being a CMO, VP of marketing or marketing director in 2023 is no small challenge. The industry is undergoing a number of major changes. The digital transformation is making marketing a more technical discipline. At the same time, the social awareness of consumers and their expectations regarding more personalized service require brands to communicate in a more human, personal way. As a result, the paradox of personalization is that it needs to embody the very highest respect for the privacy of consumers.