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Ruder Finn Asia specializes in PR, digital marketing, and content creation across Asia-Pacific, connecting brands with audiences through innovative solutions. 

Ruder Finn Asia | Leading Communications Consultancy  

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Best Agency in Asia-Pacific

Multi-Market Consultancy of the Year

Greater China Consultancy of the Year

Asia-Pacific PR Consultancy of the Year

Greater China PR Campaign of the Year

Best Integrated Marketing

Our Recognition

At Ruder Finn we are focused on helping organizations reshape the way they do business, go to market and communicate with the people that matter most.


TRANSFORMATION
IS OUR BUSINESS

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Sabrina Lee, Managing Director, R3 China

Ruder Finn has continued to rank highly in vital areas of performance and business impact according to our R3 PR Agency Scope, which surveyed both marketing and communications leaders as well as agency relationships. The firm saw outstanding results in core service offerings, including strategy, creativity, integrated communications and client experience. Ruder Finn also came out on top in terms of digital marketing capabilities – rated by clients as the most important marketing spend. 

HKTDC Manager, 2021 Asian Financial Forum 

Ruder Finn Asia was an invaluable partner in the 2021 Asian Financial Forum. In just six months, we achieved a record >36 million social impressions and >66,000 attendees at AFF across all digital channels. The team was responsive, professional, creative and technically skilled.

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In the futuristic sci-fi thriller Minority Report, Tom Cruise’s character walks through a shopping mall equipped with retinal scanners that immediately serve up holographic advertisements tailored to his personal needs and tastes. It’s intrusive, unnerving, yet feels incredibly believable. That day has finally come, beginning in e-commerce. 
With the explosive growth of Large Language Models (LLMs), AI has become the buzzword of the decade, promising revolutionary changes across industries. Nowhere is this more evident than in the realm of e-commerce, where AI holds the tantalising promise of hyper-personalised experiences that can dramatically boost customer satisfaction and loyalty. However, as we stand on the precipice of this AI-driven revolution, it’s crucial to recognise that beneath the hype lies a landscape fraught with hidden challenges and ethical considerations. 
The potential is undeniably exciting. It offers unprecedented capabilities to analyse vast amounts of customer data, identify patterns and preferences, and deliver highly tailored experiences. Through sophisticated data analysis and predictive modelling, AI can anticipate customer needs and behaviours with uncanny accuracy. This allows for real-time personalisation of content, recommendations, and even user interfaces, creating a seamless and engaging customer journey. 
Natural language processing, another key AI capability, is revolutionising customer interactions through chatbots and voice assistants, making brand engagement more conversational and intuitive. AI’s ability to optimise pricing based on individual customer value and willingness to pay opens up new avenues for dynamic pricing strategies. Moreover, AI-powered sentiment analysis can gauge customer emotions, enabling brands to provide appropriate responses and experiences that resonate on a deeper level. 
## **An Overview of AI in E-Commerce** 
AI plays a crucial role in enhancing personalisation across various e-commerce domains, including traditional e-commerce, social commerce, retail media, and q-commerce. In e-commerce, AI-powered recommendation systems analyse vast amounts of customer data, such as browsing history, purchase patterns, and demographic information, to provide highly personalised product recommendations that are tailored to each individual’s preferences. This not only improves the customer experience but also drives increased sales and loyalty. 
In the realm of social commerce, AI algorithms enable brands to create engaging and personalised shopping experiences by analysing user behaviour on social media platforms. By understanding individual preferences and interests, AI can deliver targeted content, product recommendations, and personalised promotions that resonate with each customer, fostering deeper connections and driving conversions. 
Retail media, which refers to the use of a retailer’s owned media assets to deliver advertising, also benefits from AI-powered personalisation. AI algorithms can analyse customer data across multiple touchpoints, including the retailer’s website, mobile app, and in-store interactions, to deliver personalised ad experiences that are more relevant and effective for both the customer and the advertiser. 
In the emerging field of q-commerce, or quick commerce, AI plays a crucial role in enhancing personalisation. By leveraging real-time data on customer location, purchase history, and immediate needs, AI can provide hyper-personalized product recommendations and seamless checkout experiences, ensuring that customers receive the right products at the right time, ultimately improving satisfaction and driving repeat business. 
These applications paint a picture of a future where marketing becomes an almost magical experience, anticipating our desires before we even articulate them. However, this rosy vision comes with a significant caveat: the ethical implications of such powerful personalisation tools are profound and cannot be ignored. 
## **Understanding Hyper-Personalisation Perils** 
The collection and use of vast amounts of personal data, essential for AI-driven personalisation, raise serious concerns about privacy and data security. The potential for this data to be misused, either through breaches or unethical practices, is a real and present danger. Moreover, the opacity of many AI algorithms creates a “black box” problem, where neither consumers nor regulators fully understand how decisions are being made about them. 
There’s also the risk of creating filter bubbles, where AI-driven personalisation narrows the range of experiences and information presented to consumers, potentially reinforcing biases and limiting exposure to diverse perspectives. The use of AI in dynamic pricing, while potentially beneficial for businesses, raises questions about fairness and could lead to price discrimination. 
Given these challenges, it’s clear that the path forward for AI in marketing must be one of responsible innovation. We need to strike a delicate balance between leveraging the powerful capabilities of AI and upholding ethical standards that protect consumer rights and maintain public trust. 
## **Transparency and Responsible Use** 
Transparency should be at the forefront of this approach. Companies need to clearly communicate what data they’re collecting and how it’s being used. Privacy policies should be easy to understand, not buried in legal jargon. Customers should have control over their data, including the right to access, correct, and delete it. Robust consent processes and clear opt-out mechanisms for personalised marketing are essential. 
Data minimisation is another crucial principle. Companies should only collect data necessary for specific, stated purposes and implement retention policies to delete unnecessary information. This not only respects consumer privacy but also reduces the risk and potential impact of data breaches. 
Algorithmic transparency, while challenging to implement fully, should be a goal. Where possible, companies should provide explanations of how their AI systems make decisions. Regular audits of AI systems for bias and fairness are crucial to ensure that personalisation doesn’t turn into discrimination. 
Ethical considerations need to be baked into the AI development process from the start, not added as an afterthought. This includes establishing clear ethical guidelines for AI use in marketing and ensuring diverse teams are involved in AI development to mitigate bias. 
## **Don’t Lose the Human** 
Human oversight remains crucial. While AI can make rapid decisions, human supervision and review processes are necessary to catch errors, address nuanced situations, and ensure alignment with brand values and ethical standards. 
Strong data security practices are non-negotiable. As AI systems handle increasingly sensitive customer information, regular updates and testing of security protocols are essential to protect against evolving threats. 
Accountability needs to be clear and concrete. Organisations should assign clear responsibility for AI systems and establish processes for addressing AI-related issues or complaints. Regular ethical impact assessments can help companies understand and mitigate the broader societal impacts of their AI systems. 
Education is key, both internally and externally. Staff need to be kept updated on AI ethics and best practices, while customers should be educated about how AI is used in marketing. This transparency can help build trust and enable consumers to make informed choices about their engagement with AI-driven marketing. 
Collaboration with regulators and industry bodies is essential to develop appropriate guidelines and standards. As the AI landscape evolves rapidly, ongoing dialogue between businesses, policymakers, and consumer advocates is crucial to ensure that regulations keep pace with technological advancements. 
## **The Way Forward** 
While the challenges are significant, there’s reason for optimism. The conversation around ethical AI is gaining momentum, with more companies recognising that responsible AI practices are not just ethically necessary but also good for business in the long run. Consumers are becoming more aware and demanding of their digital rights, pushing companies towards more transparent and ethical practices. 
The future of AI in marketing is not a binary choice between innovation and ethics – it’s about finding ways to pursue both simultaneously. By embracing transparent and responsible AI practices, companies can unlock the full potential of personalised marketing while building and maintaining the trust of their customers. 
As we move forward, it’s crucial to remember that the goal of AI in marketing should not just be to sell more effectively, but to create genuine value for consumers. When implemented ethically and responsibly, AI has the potential to create marketing experiences that are not just personalised, but truly personal – experiences that respect individual preferences, protect privacy, and contribute positively to people’s lives. 
The path ahead is challenging, but it’s also filled with opportunity. By navigating this path thoughtfully and ethically, we can harness the power of AI to create a future of marketing that is both innovative and responsible, serving the needs of businesses and consumers alike. The journey towards ethical AI in marketing is not just a technological challenge, but a human one – and it’s a journey we must undertake together.

Originally published on [**Marketech**](https://marketech-apac.com/e-commerce-marketing-series-dont-lose-the-human-how-brands-should-deal-with-ai-powered-hyper-personalised-e-commerce-strategies/).

 Learn how brands can maintain the human element while leveraging AI-powered, hyper-personalized e-commerce strategies in this Ruder Finn Asia article. 

AI-Powered E-Commerce: Keeping the Human Touch | Ruder Finn 

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E-Commerce Marketing Series: Don’t lose the human–how brands should deal with AI-powered hyper-personalised e-commerce strategies.

E-Commerce Marketing Series: Don’t lose the human–how brands should deal with AI-powered hyper-personalised e-commerce strategies

Zack Kass to Chair New AI Advisory Council

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Ruder Finn, one of the world’s largest independent global communications and integrated marketing agencies, today announced that [**Zack Kass**](https://www.linkedin.com/in/zackkass/), former Head of Go-To-Market at OpenAI and a leading force in bringing artificial intelligence to business applications, will chair its new global AI Advisory Council. 
This partnership, exclusive in the PR industry, underscores Ruder Finn’s commitment to leading the global AI revolution in communications. The AI Advisory Council will report to CEO Kathy Bloomgarden and will operate under the day-to-day leadership of CTO & Head of AI, [**Tejas Totade**](https://www.linkedin.com/in/tejastotade/), and Managing Director of Ruder Finn Interactive Asia, [**David Ko**](https://www.linkedin.com/in/davidkoasia/). This newly established council, under Kass’s guidance, will focus on developing and implementing AI strategies to benefit Ruder Finn’s global client base. 
“At Ruder Finn, we believe that a company’s approach to AI – how quickly they learn, integrate, and embrace its potential – will be a key factor in their future success,” said [**Kathy Bloomgarden**](https://www.linkedin.com/in/kathy-bloomgarden-ab22369/), CEO of Ruder Finn. “Zack’s global perspective and deep understanding of AI will be invaluable as we empower our teams and clients around the world to leverage these transformative technologies.” 
Zack Kass is one of the brightest and most experienced minds bridging practical applications for AI in the world today. He brings 14 years of experience in the AI field, having devoted pivotal years at OpenAI and having since advised leaders across Fortune 500 companies to The White House on AI strategies. Ruder Finn’s partnership with Zack is exclusive in the Public Relations industry. 
"The future of communications is inextricably linked with AI, leading to abundant possibilities,” said Kass. “We're on the cusp of unlocking unprecedented creativity, efficiency, and impact in how we connect and communicate. This partnership with Ruder Finn is about empowering businesses to navigate this exciting frontier and leverage AI for meaningful and lasting success." 
The Ruder Finn AI Advisory Council will provide global AI strategies and hands-on guidance, ensuring clients of all sizes are equipped to harness the full potential of AI. Ruder Finn is in the process of finalizing the council’s membership and will announce additional members representing diverse regions and expertise shortly. 
"Our firm is setting a new standard in the industry by integrating advanced AI capabilities directly into our client offerings,” elaborated [**Elan Shou**](https://www.linkedin.com/in/elan-shou-a007244/), Ruder Finn Asia-Pacific Managing Director. “By transforming traditional PR with AI-driven insights and efficiencies, we're not just enhancing campaign outcomes—we're positioning ourselves as leaders in AI-powered communications.”

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Ruder Finn, one of the world’s largest independent global communications and integrated marketing agencies, today announced that Zack Kass, former Head of Go-To-Market at OpenAI and a leading force in bringing artificial intelligence to business applications, will chair its new global AI Advisory Council. 

Ruder Finn Brings on OpenAI Pioneer Zack Kass to Chair New AI Advisory Council

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[**Ruder Finn Asia**](www.ruderfinnasia.com), one of the world’s largest independent global communications and marketing consultancies, today announced that the firm earned 18 first-place market rankings in the [**R3 Worldwide China 2024 PR Scope Study**](www.rthree.com).  
With 10 offices across Greater China, Ruder Finn has been named the “2024 Top Agency Performer” by marketing professionals in the region. The agency also topped key categories, including “Strategy,” “Crisis Communication,” “Client Service,” and “International Network,” reflecting its comprehensive expertise and leadership across multiple disciplines.  
Sabrina Lee, Managing Director of R3 China, said today, “For 10 years, Ruder Finn has been recognized by client-side leaders as the top-performing agency in the R3 China PR Scope Study, reaffirming its reputation for excellence in communications. The 2024 R3 PR Scope Study, which surveyed more than 200 marketers and communications leaders in China, highlights the firm’s outstanding performance and continued leadership.”  
The study recorded that 94% of Ruder Finn China’s clients are very satisfied/satisfied with the firm’s performance. This is nine points higher than the industry average. Ruder Finn Asia has been ranked #1 in the Chinese market for “Corporate PR,” “Integrated Communications,” and “Excellence in Content Development”.   
[**Elan Shou**](https://www.linkedin.com/in/elan-shou-a007244/), CEO of Ruder Finn Asia-Pacific, said, “We are honoured to earn 18 top rankings across key performance attributes in the 2024 R3 China PR Scope Study. This achievement reflects our relentless commitment to delivering exceptional service, innovative strategies, and measurable impact for our clients. At the beginning of 2024, we expanded our presence with the launch of a new Greater Bay Area (GBA) Hub to meet rising client demand and capture new business opportunities. 
Elan continued, “Being recognized as the top-performing agency for a decade, across six consecutive reports, and earning ‘Best Market Perception’ for four consecutive years underscores the trust and confidence our clients and industry peers place in us. With 94% of our clients expressing satisfaction—well above the industry average—we remain focused on setting new benchmarks of excellence, helping businesses succeed in reputation, talent acquisition, and growth across the rapidly evolving China market.”

To further establish its leadership, Ruder Finn has established a new global AI Advisory Council, chaired by[ **Zack Kass**](https://www.linkedin.com/in/zackkass/), former Head of Go-To-Market at OpenAI, demonstrating the agency’s commitment to driving innovation through AI. As the only public relations firm with an exclusive AI partnership of this nature, the Council is focused on developing and implementing strategies to benefit Ruder Finn’s global clients. By integrating advanced AI capabilities into client offerings, the agency is setting new industry standards, enhancing campaign outcomes through AI-driven insights and efficiencies.

Beyond the study, Ruder Finn Asia continues to earn recognition through prestigious industry awards. The agency was named “Best Agency: APAC” at the 2024 PRWeek Global Awards, and Asia-Pacific CEO Elan Shou was honoured with the 2024 Gold Standard Award for Professional Excellence. These accolades reaffirm Ruder Finn’s expertise in crafting exceptional content and reshaping reputations through insightful, impactful communication strategies.  

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Ruder Finn Asia Named Top-Performing Agency, Secures 18 #1 Rankings in 2024 R3 China Study, Announces Global AI Advisory Council led by Former OpenAI Leader.

Ruder Finn Asia Named Top-Performing Agency, Secures 18 #1 Rankings in 2024 R3 China Study, Announces Global AI Advisory Council led by Former OpenAI Leader 

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作为全球最大的独立营销传播咨询公司，罗德传播 （www.ruderfinnasia.com）近日宣布在由胜三管理咨询推出的2024《中国公关营销趋势研究》(www.rthree.com) 中，获得了18项排名的榜首。 
罗德传播在大中华区设有10个办公室，被市场营销的专业人士评为“2024年度最佳代理商”。罗德同时在“策略咨询”、“危机沟通”、“客户服务”和“国际化网络”等重要维度排名第一，体现了综合的专业能力和跨领域的领导力。 
胜三管理咨询大中华区董事总经理李佳女士表示，“2024《中国公关营销趋势研究》调研访问了200多个市场与传播领域专家，罗德得到了品牌方高层的一致认可。 连续十年荣获年度客户评价’最佳表现代理商’，突显了罗德的杰出表现和经久不衰的领导力。” 
调研显示，在罗德传播服务的中国客户中，94%对其表现满意或非常满意，高出行业均值9个点。罗德在“企业公关”、“整合传播”和“卓越内容产出”三个方面赢得市场主认可第一名。 
罗德亚洲首席执行官寿玉滢女士说道，“非常荣幸，我们能够在2024《中国公关营销趋势研究》中赢得18项第一名。这一成就得益于罗德一直以来对于卓越服务、策略创新和可衡量绩效的不懈坚持。值得一提的是，我们于2024年初在大湾区设立办公室，以满足不断增长的客户需求，捕捉新的商业机会。” 
寿玉滢女士还表示，“在连续6届的报告中，罗德被评为最佳代理商；连续4届赢得最高市场认知度，这展现了客户和行业同仁对我们的信任与信心，94%的客户满意度远超业内平均水平。我们将持续专注于树立新的卓越标准，助力企业在声誉管理、人才招聘和业务方面的增长，不断突破，取得成功。“

为了进一步确立行业领导地位，罗德集团新近成立了全球AI咨询委员会，任命前OpenAI Go-To-Market负责人Zack Kass担任主席，展现了集团通过AI驱动创新的决心。咨询委员会致力于制定并执行相关策略，惠及罗德在全球的客户。将前沿的AI技术整合到客户服务中，由AI驱动洞察、提升效率，罗德有望建立新的行业标准，提升营销活动的效率和效果。 

 除了《中国公关营销趋势研究》，罗德传播在很多知名的行业奖项收获颇丰，被2024 PRWeek Global Awards评为”亚太区年度最佳代理公司”；同时，罗德亚洲CEO寿玉滢女士荣获2024黄金标准大奖“卓越个人奖“。这些荣誉充分肯定了罗德打造优质内容，和通过富有洞察力、影响力的沟通策略重塑声誉的专业能力。 

作为全球最大的独立营销传播咨询公司，罗德传播 （www.ruderfinnasia.com）近日宣布在由胜三管理咨询推出的2024《中国公关营销趋势研究》(www.rthree.com) 中，获得了18项排名的榜首。

罗德传播全线领先2024《中国公关营销趋势研究》   同时宣布成立全球AI咨询委员会，由前OpenAI重要成员领导 

The China Luxury Forecast provides extensive insight into luxury consumer trends in Greater China.

