In a world where customers expect tailored interactions, hyper-personalisation has become essential for successful retail and e-commerce strategies. By harnessing dynamic product recommendations, targeted marketing campaigns and conversational AI-driven support, brands are not only enhancing customer satisfaction but also driving higher conversions. This panel will cover practical insights and real-world examples of how businesses effectively leverage AI to create relevant, context-aware shopping experiences. It will also explore the ethical considerations of personalisation, including data privacy and the balance between automation and human touch.