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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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Ruder Finn Asia, the award-winning communications consultancy, today launched the latest version of its **[SONAR crisis management simulation platform](https://www.ruderfinnasia.com/products/sonar)**. SONAR 5.5 allows corporations to practise their level of crisis preparedness in the face of evolving risks to share price, revenues and reputation. Multi-lingual, SONAR 5.5 can be operated in multiple languages including English, Chinese, Korean and Japanese. The platform also incorporates new interactive features which identify potential areas for future concern allowing for pre-emptive strategy and planning.
When faced with a full-scale issue or crisis, management teams often discover the planning they have in place fails under pressure. SONAR 5.5 is fast, effective and action-oriented, designed to identify planning gaps and propose practical, workable, real-world solutions. 
With close to 100% client satisfaction rates, SONAR 5.5 creates an immersive crisis environment allowing participants to experience every aspect of a fast-evolving crisis. The versatile multimedia portal is internet-enabled: SONAR 5.5 simulations can be run for a single market or global teams of up to 100 people allowing corporations to see where their crisis planning works and where gaps exist. 
SONAR 5.5 replicates every aspect of a crisis situation: negative media reports, share price impact, stakeholder anger and employee protest. The platform is immersive meaning participants quickly forget that SONAR is a simulation due to the reality of the created environment. The output of every SONAR is a more experienced team, upgraded risk planning, greater vigilance and preparedness for the future. 
Ruder Finn Asia has identified the key operational implications of being unprepared for a crisis or issue as a disorganised response, scattered decision making, absence of strategy and no sense of mission. This translates to loss of narrative, loss of control and loss of value. Ruder Finn Asia’s experience has also identified the hallmarks of companies who emerge well from a crisis: preparation, leadership, action and communication.

**[Charles Lankester](https://www.linkedin.com/in/charleslankester?original_referer=https%3A%2F%2Fwww%2Egoogle%2Ecom%2F&originalSubdomain=hk), EVP, Global Risk at Ruder Finn Asia** said today, “Together, we build resilience and ensure our clients act with confidence whatever the circumstances. We have delivered close to 150 SONARs since 2020 and consistently hear how much clients value the experience and learning. The SONAR team are career experts in reputation and risk management, ensuring our clients stay ahead of situations wherever possible. Reputation is a primary global business risk, but most companies are unprepared and under-resourced in the event of an issue. We are the risk management partner of choice for hundreds of corporations and bring experience across Hong Kong, Mainland China, Asia-Pacific and globally.” 
**[David Ko](https://www.linkedin.com/in/davidkoasia/?originalSubdomain=hk), Managing Director at Ruder Finn Interactive (RFI)**, Ruder Finn’s digital consultancy, said today, “SONAR 5.5 is the result of years of crisis management expertise and learning, distilled into an actionable, high value platform, updated for the AI era. The crisis landscape now evolves at an ever-faster pace, so we continually upgrade SONAR to reflect this new environment. New threats such as deepfakes, voice cloning and bots now require crisis management with technology that meets the challenge. 
“Previously, we embedded generative AI into SONAR’s operation, harnessing the power of ChatGPT to create multimedia injects that simulate interactions with key stakeholders such as government regulators, activist shareholders, protesting employees and consumer groups. SONAR 5.5 now streamlines and presents additional interactions visually so that participants can easily track and manage their crisis decisions and actions. The core of SONAR’s value, however, remains the expert guidance and coaching conducted by trainers and their real-time feedback on client team dynamics and effectiveness. This work also incorporates a significant predictive component, identifying potential areas for future concern and pre-emptive strategy and planning.” 
Watch the [**SONAR 5.5 Crisis Simulation Platform Video**](https://www.youtube.com/watch?v=hoKO3U3r2K4)

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Ruder Finn Asia introduces Sonar 5.5, an AI-powered crisis simulation platform, enhancing risk preparedness for clients across the region.  

Sonar 5.5 AI Crisis Platform Launched | Ruder Finn Asia 

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Immersive Crisis Experience in a Hyper-Realistic, Multi-Lingual Environment; Build Resilience, Act with Confidence 

Ruder Finn Asia Launches SONAR 5.5 AI-Powered Crisis Simulation Platform

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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

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

