As third-party data becomes less reliable and customers grow more protective of their privacy, the information shoppers share directly with a brand has become one of its most valuable assets. Used well, zero- and first-party data can power personalization that feels helpful rather than intrusive, strengthening trust with every interaction. This group of customer experience and data leaders will share how to collect zero-party data through quizzes, surveys, and preference centers, use AI to turn that data into timely and relevant experiences, build loyalty through transparent use of what customers share, and continuously refine personalization with direct customer input to drive measurable results. 

• Collecting zero-party data through surveys, preference centers or quizzes to capture explicit customer intentions and preferences 
• Leveraging AI to analyze zero and first-party data for creating highly personalized, timely, and relevant retail experiences 
• Enhancing customer loyalty and trust by transparently using willingly shared data to tailor offers, recommendations, and communications 
• Continuously refining AI models with direct customer input to innovate and optimize personalization strategies for measurable business impact