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Optimizely & Deloitte Digital back AI marketing push

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SOFIAH NICHOLE SALIVIO

News Editor

Optimizely has partnered with Deloitte Digital to develop AI-led marketing programmes for brands, targeting organisations that are struggling to turn AI spending into measurable marketing results.

The collaboration combines Optimizely’s tools for experimentation, personalisation and AI with Deloitte Digital’s expertise in marketing transformation, creativity and human-centred design. The two companies have also produced an “AI Blueprint for Marketing Leaders” to help businesses adopt AI across marketing operations.

The deal reflects a wider problem for marketing teams as businesses increase spending on AI tools but fail to link those investments to customer response or commercial performance. Many companies need more than software deployment, particularly when legacy systems and existing workflows make change harder.

Under the arrangement, clients will be offered a structured process from strategy to execution, including experience design, changes to content supply chains and a redesign of marketing operating models.

For large organisations, such projects often require changes to teams and processes as well as technology. The partnership is intended to give clients a phased route to implementation rather than introducing isolated tools into existing systems.

Optimizely, which sells digital experience software to marketers, is seeking to strengthen its position in a market where AI is increasingly being built into content, commerce, testing and personalisation products. Deloitte Digital, part of the broader Deloitte network, advises companies on customer experience, marketing, commerce and service transformation.

The tie-up comes as vendors and consultancies try to close the gap between executive interest in AI and the operational changes needed to use it effectively. In marketing, that often means changing planning, content creation and campaign delivery processes, while agreeing on how success will be measured.

Jessica Dannemann, Chief Partner Officer at Optimizely, said the partnership is designed to connect AI technology with strategy and organisational change, helping companies scale AI use and deliver measurable business growth.

Marketing workflow

The collaboration focuses on embedding AI into day-to-day marketing work rather than treating it as a standalone add-on. That suggests both companies see adoption challenges as organisational as well as technical, especially for businesses trying to connect content production, customer data and campaign execution.

Deloitte Digital said the aim is to help marketing leaders redesign how teams plan, create and deliver digital experiences. The emphasis is on workflow and operating models, where many companies have found AI pilots difficult to scale.

Perrine Masset, Global Marketing Domain Leader at Deloitte Digital, said marketing leaders need a clearer path to value rather than more AI tools, with the focus on embedding AI into everyday workflows to drive measurable growth.

Optimizely said its broader platform spans content management, content marketing, experimentation, commerce, personalisation and analytics. The collaboration with Deloitte Digital indicates it wants consulting support around those products as customers look for practical ways to apply AI across multiple parts of the marketing function.

Deloitte Digital has framed the partnership around business outcomes rather than software replacement alone. That is likely to appeal to larger companies seeking to modernise customer-facing operations without rebuilding their marketing technology estates all at once.

Both groups are positioning the collaboration around measurable growth, but its immediate significance lies in the model they are proposing: a joint offer that combines software with advisory work on process, design and organisational change. In a market crowded with AI products, that may prove more relevant to companies still trying to work out how those tools fit into everyday marketing practice.



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Rosa’s Thai is giving away 4000 free Pad Thais to students

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Celebrating both GCSE and A-Level Results Days, the chain will offer the popular dish to students who buy one of its bubble teas.

The free offer is available at all 42 Rosa’s Thai restaurants across England and Wales.

To avail of the free noodles, students need to register on Rosa’s Thai website for a unique code, which they should present at the restaurant together with a copy of their results.

Rosa’s Thai has a new range of bubble tea flavours, including Ube-Taro, Matcha-Coconut, Mango Sticky Rice, and Milo Chocolate Milk, as well as favourites like Home-brewed Thai Tea with Tapioca, and Lychee Mango with mango boba.

Students can sign up for their free Pad Thai at rosasthai.com/result-day-free-pad-thai and find their nearest restaurant at rosasthai.com/locations.





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Historic coin company enters administration after 20 years

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The London Mint Office, which distributes commemorative coins and medals, appointed administrators on July 31 after 20 years in business.

The company’s website now displays a message confirming the appointment of Michael Magnay and Jonny Marston of Alvarez & Marsal Europe LLP as joint administrators.

A spokesman for Alvarez and Marsal said: “On July 31 2026, Michael Magnay and Jonny Marston of Alvarez & Marsal Europe LLP were appointed as Joint Administrators of The London Mint Office Limited in administration (the “Company”).

“Regrettably, the Company’s liquidity challenges have led to a number of immediate redundancies. We are supporting the affected employees through the redundancy process.


What Happens When a Company Goes Into Administration?


“The affairs, business and property of the Company are being managed by the Joint Administrators who act as agents of the Company and without personal liability.”

The announcement confirms that it is no longer possible to purchase coins or medals through the company’s website.

The London Mint Office operates a distribution centre in Tonypandy, Rhondda Cynon Taf, where it employs a significant number of people.

Administration is a formal insolvency process triggered when a business cannot meet its financial obligations.

An insolvency practitioner is appointed to manage the company’s affairs and may attempt to restructure the business or sell off assets to repay creditors.


What happens when a company goes into Liquidation?


Founded in 2006, The London Mint Office describes itself as “one of the UK’s most trusted suppliers of historic, commemorative, and collector coins.”

It is part of Samlerhuset AS, a Norwegian company based near Oslo and one of Europe’s largest distributors of commemorative coins and medals.

Samlerhuset’s website states that it offers “provide a wide range of coins from ancient to modern, originating from virtually every country in the world.”

The London Mint Office has advised anyone with an interest in the company’s assets to contact the administrators at INS_THLMOL@alvarezandmarsal.com.





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Warning of new rules for Aldi and Lidl after watchdog review

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The Competition and Markets Authority (CMA) has provisionally decided that both discounters should be added to the Groceries Market Investigation (Controlled Land) Order 2010, which currently applies to Asda, Co-op, Marks and Spencer, Morrisons, Sainsbury’s, Tesco, and Waitrose.

This order is designed to prevent large grocery retailers from using land agreements to block competitors from opening nearby stores, often through restrictive covenants or exclusivity terms.

Juliette Enser, executive director of competition enforcement and markets at the CMA, said: “We want everyone to have the best choice of supermarket and range of prices when buying their groceries.

“To ensure this happens, we put rules in place to prevent big supermarket chains blocking rival stores from opening nearby – and now we propose applying those rules to Aldi and Lidl too.

“This is about allowing shoppers to choose where they spend their money and levelling the playing field for all major supermarkets.

“Today’s proposals are provisional and we welcome views before deciding the best way forward.”

The CMA’s review found that Aldi, Lidl GB, and Lidl NI now meet the criteria of ‘Large Grocery Retailers’ (LGRs) due to their store footprint, nationwide presence, procurement model, and the breadth of their grocery range.

Aldi and Lidl were originally excluded from the 2010 order as ‘limited assortment discounters’, offering a smaller selection of products compared to traditional supermarkets.

However, the CMA’s provisional findings indicate that this is no longer the case.

All three now operate large grocery stores, each with more than 1,000 square metres of shop floor space, and offer a full range of products, though with less category choice than some competitors.

They also purchase goods directly from suppliers through integrated wholesaling.

With the UK grocery market estimated to be worth £215 billion, Aldi and Lidl are now ranked among the top five retailers by market share.

The CMA is seeking feedback from stakeholders before reaching a final decision.

Aldi and Lidl could join the other supermarket chains later this year.

The CMA is inviting views until 5pm on Monday, September 7, 2026, and will issue its final decision in the autumn after reviewing responses.

If the discounters are included under the order, they will be prevented from using land agreements to limit competition from other supermarket chains.

The CMA aims to ensure competition across the grocery sector to give shoppers more choice and competitive pricing by removing obstacles to new store openings.





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