A partnership between the iconic British retailer and Persado introduced personalised language to motivate customers and deepen engagement in digital campaigns. Now the two are looking to unearth new strategic insights across channels. From penny bazaars to AI-enabled personalisation Michael Marks was still new to England when he opened a tiny stall in Leeds’ public market in 1884. Inside, the Belarusian immigrant sold every- thing from household goods to sheet music, and above it he hung a sign that read: “Don’t ask the price — it’s a penny.” Business boomed and Marks soon partnered with bookkeeper Thomas Spencer. The rest was history. Over the next 130 years, Marks & Spencer (M&S) would become one of the most iconic British retailers. One of the reasons for that success ha

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