Wunder 2025, Wunderkind’s annual executive retreat, brings together leaders from retail, fashion, luxury, and beyond for a few days of connection, conversation, and creative reset. Alongside panels, workshops, and peer-to-peer learning, we sat down with industry leaders for candid conversations about the latest perspectives in marketing technology.

In this interview we were joined by Kevin Wishard, Marketing Manager, CRM & Loyalty at Hertz to share his granular thoughts on the evolving landscape of marketing, data, and technology, and why tools like Wunderkind are becoming essential to do more with less. From leveraging AI to scaling personalized experiences, the discussion touched on the future of martech, the challenges of growth, and the power of collaborative partnerships.

AI Is the Key to Personalization at Scale

One of the most recurring ideas in the conversation was that personalization isn’t just a nice-to-have,  it’s expected. But doing it well, and at scale, requires more than human power. That’s where AI comes in.

“If I have five people brainstorming and ideating on the next best campaign, it’s like, alright, what are they missing? Because the goal is to meet the customer where they’re at.”

AI enables brands to manage countless customer variations, tailoring messaging in ways humans alone can’t. As they put it: “AI helps determine the next best action. Suddenly, you can have 200 versions of your welcome journey because you have that many different versions of your customer.”