Merlin Entertainments welcomes more than 60 million guests each year across a portfolio of attractions in over 20 countries. Each arrives with different motivations, expectations, and behaviours – making the delivery of consistently relevant digital experiences a complex strategic challenge.
For Zack Wragg, Senior Global Digital Commerce Product Owner, that complexity rules out any single formula for personalisation. Instead, Merlin begins with a universal experience that serves the majority before introducing personal moments where they can generate meaningful value – guided by guest intent rather than the latest technology.
In this conversation, Zack unpacks how this approach translates into practical decisions. He also reflects on the broader organisational capabilities required to embed AI and experimentation without losing sight of the customer.
Key themes:
- Where organisations should start when creating the data foundation for personalisation
- Where AI will create the most impact in guest experience in the medium term
- How to balance innovation with customer-centric product leadership
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