Eva van Rhee

"From Algorithms to Empathy: How AI Shapes the Future of Customer-Centric Creativity"

Summary

Only 3% of companies put customers’ needs at the center of their strategy, yet 73% of consumers say the experience a brand provides is their top priority when deciding where to buy. Maybe counterintuitively, AI is actually making it easier for brands to deepen the connection with customers through experiences that feel more personal:

• CUSTOMER NEEDS: By analyzing data, AI uncovers not just what customers want but why they feel connected, empowering brands to communicate in ways that resonate deeply.
• CONTENT AT SCALE: With AI’s ability to personalize content at scale, brands can move from generic messages to ones that feel uniquely tailored to each customer. Personalized content has been shown to increase engagement by up to 60%.
• CREATIVITY: AI takes on repetitive tasks, giving creative teams the time to focus on what matters most: designing innovative experiences that are authentic and aligned with customer needs.

In this session, we’ll combine insights from AI & technology studies, psychology and behavioral economics to explore how brands can build truly human-centered connections. In the end, AI isn’t replacing human connection but enriching it, freeing teams to create shopping journeys that are not only data-driven but genuinely human — delivering experiences that feel both meaningful and personal.

Biography

Eva is Adobe's Global Head of Strategic Innovation, guiding businesses to harness AI for growth and efficiency while advocating for the integration of human creativity. She connects diverse teams within Adobe and with clients to foster collaboration and a unified vision for the future. Known for her intrapreneurial leadership, Eva founded EMEA’s first customer-centric innovation team and leads initiatives on female empowerment and cultural transformation. 

Previously, as Global Digital Marketing Manager at Chiquita Banana, Eva led the brand’s digital transformation, setting new standards in digital engagement. Her background in psychology and an eMBA from Stanford GSB give her a unique, human-centric approach to strategy.

Eva also offers coaching through her initiative, Your Glitter Brain, helping unique talents thrive in inclusive workplaces. A lover of adventure, she enjoys skiing, diving, and supporting wildlife conservation. Eva’s infectious enthusiasm inspires teams to dream boldly and achieve their potential.