On March 26, 2025, Martin Howell, the Transport Markets Director for UK and Ireland at Worldline, delivered a compelling address at the Google PRISM Programme during Interchange 25 in Manchester. Howell emphasized the transformative potential of Artificial Intelligence (AI) and data analytics in the transport and mobility sector, asserting that these technologies present the best opportunity yet to revolutionize customer experiences.
Howell's opening remarks set the tone for a discussion that highlighted the significant changes AI is poised to bring to the industry. "AI and data-led decision making will accelerate progress across the industry – enhancing efficiency, optimising operations and improving the customer experience," he stated, addressing a crowd of industry innovators. His insights reflect a growing consensus among experts that AI can streamline processes and offer more personalized services.
One of the standout points from Howell's speech was the dramatic reduction in time that AI can facilitate in operational tasks. He noted that AI could cut down rostering time from hours to mere minutes, showcasing its potential to unlock productivity gains that could lead to a seamless transport experience desired by both operators and customers.
Howell urged policymakers to consider the future implications of AI, posing a thought-provoking question: "How can we harness the immense transformative power of AI to improve lives in ways we can currently only begin to imagine?" He expressed optimism about the future, suggesting that the transport world—and indeed the entire world—will be unrecognizable in a few short years due to AI's influence. "It’s important that we think about how we make it unrecognizably better," he added.
Meanwhile, at CES 2025, a parallel conversation was taking place about the future of retail and consumer packaged goods (CPG). Notable figures such as futurist Dr. Shawn DuBravac, along with Deloitte leaders Ed Johnson and Maggie Gross, discussed how AI and emerging technologies are reshaping the retail landscape. Their insights echoed Howell's sentiments regarding the transformative power of technology.
During a LinkedIn Live session from CES, DuBravac and his colleagues highlighted the shift from mass marketing to micro-personalization as a significant trend. This evolution is driven by the need for brands to connect with an increasingly diverse customer base. "The current focus for retail or consumer products companies is something Deloitte refers to as 'mass to micro,' which involves personalization throughout the customer journey," Johnson explained.
Johnson also pointed out that today's consumers are more diverse than ever, encompassing various socioeconomic backgrounds, religions, and identities. This diversity necessitates a change in how products are marketed and sold. For instance, he showcased a fitness ring that tracks physical activity and sleep patterns, explaining how such data could be monetized by insurance and product companies to create targeted marketing strategies.
Gross added that the collaboration seen at CES is crucial for the successful implementation of these advanced technologies. "When you're bringing increasingly sophisticated technology solutions to market, you really can't do it alone anymore. You need to bring in partners to make it work," she stated. This sentiment reflects a broader trend in the industry where companies are forming partnerships to leverage each other's strengths in technology.
Moreover, the discussion touched on the importance of trust in marketing as brands increasingly use data to personalize consumer interactions. Gross noted that as brands reach consumers through previously private channels, such as in-car screens, they carry a responsibility to ensure that data collection benefits the customer rather than merely serving business interests. "Brands need to recognize that they're partnering with the end user. If they are manipulating or abusing data, you'll see consumers shying away from those brands," she cautioned.
The conversation at CES also highlighted the role of Generative AI in transforming marketing practices. DuBravac noted that AI could enable brands to create customized marketing experiences for consumers, enhancing engagement and connection. "What if I could see that vehicle in an environment that I would drive in—whether city streets or mountain roads—so that I have a better understanding of what it would mean for me as an end user?" he proposed, illustrating AI's potential to create more relevant marketing strategies.
As both Howell and the CES panelists pointed out, the integration of AI into various sectors is not just about improving efficiency; it's about enhancing the overall consumer experience. Howell's vision for the transport sector aligns closely with the retail industry's aspirations for a more personalized customer journey. Both sectors are on the brink of significant transformation, driven by technological advancements.
In summary, the discussions at both Interchange 25 and CES 2025 underscore a pivotal moment in the evolution of customer engagement across industries. As AI continues to develop, its potential to reshape how businesses operate and interact with consumers is becoming increasingly evident. The challenge for industry leaders will be to harness this technology responsibly and effectively, ensuring that it serves to enhance the lives of their customers.
As Howell aptly noted, we are merely scratching the surface of AI's potential. The future of transport and retail is not just about technology; it's about creating a better experience for everyone involved.
