# How to Know When Personalization Becomes Creepy (AI Summit LDN)

Page: https://stenobird.com/podcast/the-brave-technologist-2135907/how-to-know-when-personalization-becomes-creepy-ai-summit-ldn
Text version: https://stenobird.com/podcast/the-brave-technologist-2135907/how-to-know-when-personalization-becomes-creepy-ai-summit-ldn.md
Podcast: [The Brave Technologist](https://stenobird.com/podcast/the-brave-technologist-2135907)
Published: 2026-07-22T12:00:00+00:00
Episode link: https://thebravemarketer.libsyn.com/how-to-know-when-personalization-becomes-creepy-ai-summit-ldn
Audio file: https://traffic.libsyn.com/secure/thebravemarketer/Dr_Mohsen_Ghasempour.mp4?dest-id=2705240
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JSON: https://stenobird.com/v1/public/podcasts/the-brave-technologist-2135907/episodes/how-to-know-when-personalization-becomes-creepy-ai-summit-ldn
Duration seconds: 1320

## Resource

Dr. Mohsen Ghasempour, Chief AI Officer at Kingfisher, unpacks why the most dangerous thing a company can do with customer data is use all of it. He explains how a global, multi-brand retailer can draw the line between personalization that feels helpful and personalization that feels like surveillance. He also discusses why AI success is ultimately an execution problem rather than a technology problem. Key Takeaways: What the "comfort test" is and how Kingfisher uses it to decide whether a personalization decision has gone too far How global retailers are resolving the tension between centralized AI infrastructure and brand-level autonomy Why legal and compliance teams are now embedded in AI development from the start What it will look like when AI stops being a distraction and starts being invisible infrastructure Guest Bio: Dr. Mohsen Ghasempour is a distinguished expert in the field of artificial intelligence (AI) with a solid academic foundation, holding a PhD in Computer Science. Currently, Mohsen serves as the Chief AI Officer at Kingfisher, where his leadership contributes to the advancement of artificial intelligence and machine learning technologies within the organisation. With over 15 years of experience as an accomplished data scientist and visionary leader, Mohsen has consistently harnessed the power of data to drive strategic decision-making. Prior to his role at Kingfisher, he held pivotal positions in leading technology and retail organisations, including The Hut Group (THG) and Shop Direct. In these roles, he spearheaded cross-functional teams to implement cutting-edge Machine Learning and AI solutions, resulting in measurable and transformative outcomes. ---------------------------------------------------------------------------------------- About thi…

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