In this episode of Consulting the Future, I sit down with Brad Herndon, a partner in PwC’s Customer Transformation practice, to unpack the real-world challenges and opportunities at the intersection of customer data, AI, and marketing strategy.

Brad draws on over 20 years of experience in data and analytics to explain why businesses still struggle to use their data effectively, what’s changing in the way customer information is collected and applied, and how organizations can evolve their personalization strategies without crossing into territory that risks trust. He also reflects on the shift from isolated data silos to more unified, audience-level insights that still respect privacy and consent.

This conversation offers a clear-eyed look at the practical uses of AI, the limits of over-personalization, and the technologies helping companies move toward more relevant and respectful customer engagement. Brad also shares his thoughts on the value of slowing down, citing Cal Newport’s book Deep Work as a personal and professional inspiration for navigating this complex digital landscape.

If you want to understand how customer-centric strategies are evolving inside real enterprises, and how firms like PwC are helping shape that future, this is the episode to hear.