Relevance At Scale: A Conversation With David Edelman

Master relevance at scale in this exclusive Knotch Workshop with David Edelman. All attendees will be gifted his latest bestselling book, Personalized: Customer Strategy in the age of AI.

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Panelists

David Edelman

Executive Advisor, Digital and Marketing Transformation, Edelman Advisory Services

Anda Gansca

Co-Founder and CEO, Knotch

David Brown

SVP, Head of Strategy, Knotch (Moderator)

Agenda

David Edelman — Harvard Business School professor, former Fortune 500 CMO, and co-author of Personalized: Customer Strategy in the Age of AI — has spent decades arguing that personalization is much more than a feature or a campaign tactic. Rather, it's the operating system of a modern brand. And in an era of infinite content and shrinking attention, relevance has become the only currency that matters.

In this conversation, Knotch sits down with David to explore what it actually takes to build content systems that deliver the right message to the right person at the right moment — not occasionally, not by segment, but at scale. We'll move beyond the theory and into the hard questions: What organizational capabilities does this require? What does AI unlock that wasn't previously possible? And what does it mean to earn customer trust in an age when both humans and algorithms are deciding what's worth their attention
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We will cover topics and questions around:

1. From Segment to Signal: Why "Close Enough" Personalization Is Losing Ground Broad audience segments were never really personalization. What does it cost brands to keep pretending they are?

2. The Five Promises in Practice: Where Most Brands Fall Short The framework is clear — the execution isn't. Which promise breaks down first, and why?

3. Content as the Vehicle: Why Personalization Lives or Dies at the Asset Level Targeting gets you in front of the right person. Content determines what happens next.

4. Writing for Two Audiences at Once: The Human-and-Machine Content Imperative Content now has two gatekeepers — the human reading it and the AI deciding whether it surfaces. Knotch's ACE promise asks: can you satisfy both with the same piece?

5. The Trust Equation: When Personalization Becomes Intrusion There's a fine line between feeling known and feeling watched. How do brands stay on the right side of it?

6. Organizational Rewiring: The Capabilities That Make Personalization Stick The tech is rarely the bottleneck. What actually has to change inside the organization?

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