Companies across all industries are putting personalization at the center of their enterprise strategies. They capture and analyze customer data at scale and use AI to understand, shape, customize, and optimize the customer journey. In this article, David C. Edelman, executive adviser and senior lecturer at Harvard Business School, and Mark Abraham, managing director, and senior partner at Boston Consulting Group explore how cutting-edge companies use what they call intelligent experience engines to assemble high-quality customer experiences that could only have been imagined a decade ago. | 
