Driving Smarter Marketing

At Wunder 2025, Wunderkind’s premier executive event, leaders from across the marketing and tech landscape gathered to exchange ideas, explore new tools, and envision the next wave of innovation. From panel discussions to poolside chats, it was a space for honest conversation and bold thinking.

In this interview, we sat down with Ana Sollitto, Product Manager at HelloFresh, to talk about the evolving role of AI in product and marketing strategy. Ana shared thoughtful perspectives on brand differentiation, customer-centric design, and how teams can move faster, without losing sight of what makes them unique

Personalization Needs Guardrails, and Human Insight

As AI tools become more common in the creative process, there’s a growing risk that brands start to sound, and look, the same. When everyone is using the same models with similar prompts, it’s easy to imagine a world where campaigns converge into a single, generic tone.

“If we’re all using the same tools and kinda the same models, something I worry about is we’re all gonna converge on sort of one aesthetic or one tone.”

Avoiding that sameness requires intentional effort. It means clearly defining what makes your brand unique, your voice, your values, your audience, before those attributes are handed over to an algorithm. One-line prompts won’t cut it. Smart onboarding and thoughtful briefing processes are essential to maintain brand integrity in an AI-driven world.

“You can’t just write in one sentence, you need to really brief the system… make sure that the tool you’re using is really built off of either your old content or where you want to go.”

AI Can Supercharge Delivery, but Timing Is Everything

AI-powered personalization isn’t a distant future,  it’s already reshaping how brands connect with consumers. Predictive marketing has reached a level of sophistication where behavior alone can reveal life milestones, preferences, and intent. As one well-known example shows, a retailer was able to identify a pregnancy based solely on shopping habits, before the customer had even shared the news. “I do think the future’s pretty close… AI is just gonna turbocharge that.”

But with that power comes the risk of oversaturation. When dozens of brands rely on the same behavioral triggers, it’s easy to imagine inboxes getting flooded with messages all at once. If every brand sees 10:00 PM as the perfect moment to engage, the customer may end up overwhelmed, or worse, tune out entirely. “Are they all now gonna trigger at the same time… and then it gets lost in the noise?”

To be effective, personalization needs to go beyond smart targeting, it needs smart orchestration. Tools like Wunderkind will have to consider not just who to reach, but when and why one message should take priority over another.