Scaling personalization across 150,000 SKUs worldwide sounds impossible, but for Fabio Ranieri, Head of Go-to-Market Innovation at HP, it's exactly the challenge his team is tackling with AI. Speaking from Austin, Texas, Fabio reveals how HP has moved beyond basic automation to create truly personalized experiences that resonate across vastly different global markets.

"Content needs to be less of a seller and more of a helper," explains Fabio, highlighting the fundamental shift in how HP approaches customer communications. Rather than simply translating marketing materials, they're developing sophisticated digital twins of customer segments to understand how the exact same product might serve completely different needs across regions. A high-performance laptop marketed to gamers in the US might be the perfect tool for developers in India – requiring entirely different messaging despite being the identical product.

The conversation takes fascinating turns as Fabio explains HP's pragmatic approach to implementation: "We went bigger by going smaller." By focusing on super-narrow AI use cases rather than broad applications, his team minimizes hallucinations while maximizing impact. Equally impressive is their collaborative relationship with legal teams, built on transparency and education rather than confrontation. "It's not a fight, it's a partnership," Fabio emphasizes.

From machine-to-machine communication that knows when your printer needs ink before you do, to the careful balance between innovation and responsibility, this episode offers rare insights into how a technology giant navigates the AI revolution. As personalization moves toward true one-to-one experiences, Fabio's measured approach demonstrates how thoughtful implementation can drive remarkable results while maintaining brand integrity. Ready to rethink what's possible with AI in your marketing? Listen now and discover the strategies that could transform your customer experience.