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AIR MILES’ “Unfair Advantage” – Powering artificial intelligence at scale

July 07, 2021

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With the rapidly changing consumer landscape, many organizations are looking to engage with customers across their preferred channels. But, as the shift to digital grows exponentially, it’s no surprise that companies struggle to keep up as they look to create meaningful online and offline experiences.


Featured in CIO Review, Sean O’Brien, AVP Data Science & Analytics, AI for AIR MILES, speaks to stitching this connection together by developing a holistic view of each consumer, powered by artificial intelligence and machine-learning capabilities. Leveraging the data of nearly 11 million Collectors across 30,000 data points, the AIR MILES Reward Program’s data algorithms drive scale and efficiency for Partners to create best-in-class, personalized customer experiences. This combination of data and technology provides a frictionless shopping experience while improving Partner campaign return-on-investment through accurate online and offline attribution.


Hear from Sean O’Brien as he gives a glimpse into how AIR MILES data capabilities eliminate pain points to drive brand affinity and achieve business objectives.


Read article here.
  • CX
  • machine learning
  • AI
  • Data

About the author

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Sean O’Brien

Associate Vice President, Data Science & Analytics, AI

As Head of Data Strategy and Product, Sean leads the development and commercialization of AIR MILES data and digital personalization strategy.  Sean works with the AIR MILES executive team to set and deliver the corporate data product innovation and intelligence strategy.  His team is responsible for leading intelligent products, data strategy, data science, and engineering functions.

Prior to AIR MILES, Sean spent over 10 years with Maple Leaf Sports and Entertainment (MLSE) in roles of increasing responsibility.  In his last role, Sean served as the Head of Data and Analytics, where he founded the MLSE Analytics Centre of Excellence, the catalyst for evolving MLSE into a data driven and digital first organization.

Sean holds a Master of Management Analytics and Honours Bachelor in Economics from Queen’s University.