The role of AI in marketing personalization: Interview with Alexis Auger of Dell Technologies

Each year, Dell Technologies holds its own forum in several cities worldwide, hosting a large group of specialists and experts in artificial intelligence, digital transformation, cybersecurity, and more. The forum highlights leading innovations and modern solutions in these fields and includes a series of standout panel discussions. During our coverage of the Dell Technologies Forum in Dubai, we conducted an interview with Mr. Alexis Auger, Vice President of Marketing for the Europe, Middle East, and Africa region at Dell Technologies. He shared what makes the Dubai forum distinctive, along with the marketing strategies the company follows for both enterprise and consumer audiences.

What sets the Dubai edition apart from the other forums you hold throughout the year?

Every year, we hold 23 forums across Europe, the Middle East, and Africa, bringing together more than 30,000 customers and partners to discuss a wide range of topics, including artificial intelligence. I really liked how this forum in Dubai was organized. Everything ran very smoothly, and I genuinely enjoyed the energetic atmosphere throughout the venue. There are many side discussions between customers, partners, and company employees, and they turn those discussions into real future action plans. It also seems that artificial intelligence dominates most of the conversations among participants.

Mr. Alexis Auger, Vice President of Marketing for the Europe, Middle East, and Africa region at Dell Technologies

How do you use artificial intelligence in marketing and maintain your competitiveness?

Marketing is one of the most prominent uses of artificial intelligence, and its first impact shows up in how the customer purchase journey is changing. When you want to buy a specific product, whether for businesses (B2B) or individual consumers (B2C), your interaction with the company or brand completes a large part of the process because you have already done the research yourself. You have searched for the product, browsed online, reviewed the option you want, and compared it with competitors. As a result, you already have a well formed opinion.

The marketing team supports that process by helping you build a deeper understanding of the brand and the product that meets your needs through online channels, digital technologies, and in person experiences. In the enterprise sector, touchpoints can range from 12 to 28 points along the path to the right sales process. That is why marketing’s role is to provide the right content, have the right conversation, and engage with customers at the right time during the buying process.

How do you use artificial intelligence to personalize customer experiences?

We are living in the age of data, but what matters even more is extracting insights from it and personalizing information at scale. When it comes to using data and drawing the best insights, there is an enormous amount of information available. If we have a strong way to collect and analyze data, we can understand customer needs better and provide better services. For example, if someone posts a job announcement to hire 30 people, that suggests they will need 30 computers. That is valuable information and a meaningful insight.

When it comes to marketing personalization, we can now tailor our message for each customer thanks to artificial intelligence. Every customer has their own needs, and we understand the right way to meet those needs. This allows us to engage with customers in the right way and at the right time through personalized messaging powered by AI. This process requires precise analysis, a strong AI model, and suitable infrastructure to ensure efficiency across the full customer journey.

What message do you have for your enterprise customers and individual users in the coming year?

I believe the most important thing in 2026 is moving from understanding artificial intelligence to applying it in practical terms. I advise any customer or partner to think carefully about the AI use cases that will make a major difference in their business or market. We are here to help, and we have the right solutions to meet customers’ diverse needs. I invite them to reach out and discuss how we can create tangible change together.