large_19.R3_Content.png

medium_19.R3_Content.png

small_19.R3_Content.png

thumbnail_19.R3_Content.png

19.R3_Content.png

[**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.  

Ruder Finn Brings on OpenAI Pioneer Zack Kass to Chair New AI Advisory Council (1).png

1715933865710.jpeg

thumbnail_19.R3_464x347px_V2.jpg

19.R3_464x347px_V2.jpg

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 

Black

Zack Kass to Chair New AI Advisory Council

large_18.OpenAIPioneer_Zack_content.jpg

medium_18.OpenAIPioneer_Zack_content.jpg

small_18.OpenAIPioneer_Zack_content.jpg

thumbnail_18.OpenAIPioneer_Zack_content.jpg

18.OpenAIPioneer_Zack_content.jpg

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.”

thumbnail_18.OpenAIPioneer_Zack_464x348.jpg

18.OpenAIPioneer_Zack_464x348.jpg

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

White

large_17.Ecommence_AI_Content_1480x650px.png

medium_17.Ecommence_AI_Content_1480x650px.png

small_17.Ecommence_AI_Content_1480x650px.png

thumbnail_17.Ecommence_AI_Content_1480x650px.png

17.Ecommence_AI_Content_1480x650px.png

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 

thumbnail_17.Ecommence_AI_464X348.jpg

17.Ecommence_AI_464X348.jpg

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

large_Thunder_content.png

medium_Thunder_content.png

small_Thunder_content.png

thumbnail_Thunder_content.png

Thunder_content.png

Boutique communication consultancy [**Ruder Finn Thunder**](http://www.rfthunder.com/en/), part of the Ruder Finn (RF) Group, is expanding their operations in Southeast Asia, opening a new office in Singapore. [**Phoebe Shen**](https://www.linkedin.com/in/phoebe-shen-51291841/?originalSubdomain=sg) has been appointed as Deputy General Manager of RF Thunder Singapore, reporting to Ruder Finn’s Asia-Pacific CEO, [**Elan Shou**](https://www.linkedin.com/in/elan-shou-a007244/).
With over a decade of integrated marketing experience, Phoebe will oversee RF Thunder’s operations, focusing on implementing integrated communications strategies and helping Chinese brands expand overseas, particularly in the fashion & beauty, food & beverage, travel retail and e-commerce industries.
Before joining RF Thunder, Phoebe was a Sector Leader at Edelman Shanghai and a Group Account Director at Ogilvy Shanghai, advising clients on integrated communications strategies across various sectors. 
_“Southeast Asia is a key market for us, and we are excited to have a stronger presence in the region to deliver innovative marketing solutions to our clients,” says Elan Shou. “I am pleased to welcome Phoebe to the Ruder Finn Asia team. With her extensive experience in integrated communications, she will be a great addition to the team and play a crucial role in driving consumer engagement and our clients’ success in Southeast Asia.”_

RF Thunder provides a wide range of integrated communications services, including market analysis, content creation, stakeholder management, brand development and communication strategies across the lifestyle, corporate, healthcare and technology sectors. The consultancy’s key clients include Moët Hennessy Diageo, Estée Lauder, Chaumet, Ralph Lauren, Four Seasons and Clarins. 
_“At RF Thunder, we operate with the speed and agility of a startup consultancy, but with the advantage of being able to tap into the scale and capabilities of the wider Ruder Finn network,” says Phoebe Shen. “We believe that this best-of-both-worlds model will bring meaningful value to clients in Southeast Asia, and help them navigate the fast and complex world that businesses find themselves in today.”_

Sample test PDF.pdf

large_Phoebe Shen.jpg

medium_Phoebe Shen.jpg

small_Phoebe Shen.jpg

thumbnail_Phoebe Shen.jpg

Phoebe Shen.jpg

Ruder Finn Thunder broadens its Southeast Asia operations, appointing a new Deputy General Manager to lead the expansion.

Ruder Finn Thunder Expands in Southeast Asia

medium_Thunder.jpg

small_Thunder.jpg

thumbnail_Thunder.jpg

Thunder.jpg

Ruder Finn Thunder Expands Operations in Southeast Asia; Appoints Deputy General Manager 

Ruder Finn Thunder Expands Operations in Southeast Asia; Appoints Deputy General Manager

Ruder Finn Thunder Expands Operations in Southeast Asia; Appoints Deputy General Manager

Singapore

|

2023-02-15