AI driving hyperpersonalisation at scale, agree IBC2026 panel

Gorka Llort, Director, Digital Business, MotoGP Sports Entertainment Group, began the panel debate, highlighting how user behaviour and personalisation are the most important factors, in his opinion: “I think what is important to us, is to remember that before the content becomes the person. Content is in the second phase. The first phase is understanding who you are trying to reach. The problem with that is that it's so fragmented now. Users are all over the place – even within the same platform; they can have different experiences. So, to me, what's more important is to understand that user behavior.” 

Just Hut, Lead, Media Experience, KPN, agreed, pointing to a hyper-personalised world: “I think making something very attractive for an end user requires quite intense personalisation. I think this is exactly where AI is really going. I think 10 years ago it was about having the services. Five years ago, we made all the changes to make the service much more stable because people were getting frustrated when one second there was [an issue]. We went on a lot of journeys in the last couple of years, but I think now it's really about hyper personalisation and really targeting the people.” 

He also highlighted the importance of keeping costs and resource constraints in front of mind: “At the same time, you need to keep looking towards the business case because hyperpersonalisation can also be a burden when you do it in the wrong way. It can be an explosion of complexity. So, I think managing complexity and to keep it controlled is also something essential to consider.” 

David Travis, Group Director of Content, Broadcast and Platforms, Sky, concluded: “AI is a fantastic opportunity for businesses, but we're in this whole evolution shift, and I think we're in awe of AI. We're now starting to realise how we're going to use it for the long term to be sustainable at the right price point.”