Customer archetypes have long been the foundation of marketing. AI is changing that. Ruba Borno, VP of Global Specialists & Partners at AWS, shared her thoughts on how AI is revolutionizing workflows and creating new opportunities for business partnerships. Her perspective: AI is moving marketers beyond broad customer segments and toward true individualization. Instead of optimizing for a handful of archetypes, organizations can now tailor experiences, content, and even monetization strategies for each customer based on their unique context and preferences. #BCGinCannes