Post by Merve Nazlioglu

Following NYC last week, I had the chance to meet the Women in Retail Leadership Circle community in LA. Walking into a room with retail leaders, all curious, ambitious, and ready to challenge the status quo, felt like coming home. Huge thanks to Jennifer DiPasquale, Melissa Campanelli, and the entire WIR team for creating a space where these conversations can happen. I had the privilege to sit down with Nu Skin’s Seolah Hilton, one of Utah’s 40 Under 40 leaders, to dive into how AI-first personalization is transforming the landscape of customer engagement. In skincare, getting the formula right gives us confidence. Getting it wrong? Confusion. Customer engagement is no different. When personalization feels deeply personal, it empowers. When it doesn’t, it alienates. This belief has shaped how Seolah built Nu Skin’s customer engagement strategy with Insider. It’s rooted in individuality. Seolah showcased how Nu Skin fits the lifecycle and changing needs of their customers, not just to improve sales but to create more human-centered customer engagement and build brand love. Now, Nu Skin has moved from fragmented workflows to intelligent, AI-first customer journey orchestration, where every channel works together to create one continuous conversation. Seolah walked us through how Nu Skin runs coordinated journeys that adapt in real time to customer behavior, lifestyle, and intent. Every interaction now feels intentional and deeply personal, whether it’s an email, in-app message, SMS, or digital ad. Each touchpoint builds on the last, compounding in value rather than competing for attention. The future of customer engagement is becoming increasingly AI-first. For over a decade, 𝗣𝗿𝗲𝗱𝗶𝗰𝘁𝗶𝘃𝗲 𝗔𝗜 has helped 𝘀𝗲𝗴𝗺𝗲𝗻𝘁 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝗯𝗮𝘀𝗲𝗱 𝗼𝗻 𝗳𝗼𝗿𝗲𝗰𝗮𝘀𝘁𝗲𝗱 𝗯𝗲𝗵𝗮𝘃𝗶𝗼𝗿. Generative AI, on the other hand, has automated repetitive tasks such as 𝘀𝗲𝗴𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻, 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗰𝗿𝗲𝗮𝘁𝗶𝗼𝗻, 𝗮𝗻𝗱 𝗷𝗼𝘂𝗿𝗻𝗲𝘆 𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗼𝗻. But productivity is not the finish line. The real value of AI lies in driving outcomes, creating engagement that moves people and moves brands forward. Now, 𝗔𝗴𝗲𝗻𝘁𝗶𝗰 𝗔𝗜 anticipates our needs, infers outcomes, and takes action autonomously if we let it. True customer engagement starts when technology amplifies empathy. Read more in my article: