How Better Implemented AI Personalisation and Custom Agents

Описание: What happens when an entertainment marketer swaps late-night binges to help people buy homes?

I’m Neha Mittal, host of the AI Marketer Podcast, and in this episode, I sit down with Lilian Gordon, Lifecycle lead at Better Mortgage. From pulling customer segments in clunky Excel sheets to building AI-driven personalised campaigns, Lilian’s journey shows how far marketing has come.

She shares how AI is changing lifecycle marketing, why regulated industries like mortgages need trust at the core, and how she built her own custom GPT to speed up copy and compliance. If you’ve ever wondered how AI is reshaping marketing, customer personalisation, and decisioning in real time, this one’s packed with real stories and lessons!

IN THIS EPISODE
(00:53) From movies to mortgages: Lilian’s unusual career leap
(01:36) AI then vs now: what really changed in marketing
(03:57) Personalising AI in a world of strict regulations
(04:55) The secret to real-time personalization at scale
(06:20) Building a custom GPT: mistakes and lessons learned
(07:31) AI as your coding buddy (yes, it works)
(08:53) The biggest AI shortcomings no one talks about
(11:01) How to actually start with AI personalization
(13:39) Hot takes: bold AI predictions and future bets

Lilian Gordon | Senior Lifecycle Marketing Manager | CRM & Lifecycle Marketing | Better

I’m a resourceful marketer with nearly a decade of experience in CRM, email marketing, and lifecycle marketing. I specialize in helping companies build meaningful customer relationships, maximize engagement, and boost revenue at every stage of the customer journey.

Currently getting up to speed in lifecycle marketing for a tech-enabled mortgage lender in New York.
First lifecycle hire at a fast-growing insurtech startup, spearheading customer lifecycle strategies, optimizing sales funnels, and driving acquisition, retention, and renewals through strategic experimentation.

Neha Mittal | CEO & Co-founder | Just Words (Y-Combinator)
I’m the Co-founder and CEO of https://justwords.ai, a company born out of the experimentation inefficiencies I saw firsthand while leading growth initiatives at Twitter and Pinterest. At Twitter, I focused on Growth, particularly in Push notifications, while at Pinterest, I managed Retention, overseeing Email, Push notifications, Internationalization, and Performance Marketing, and built a scalable Growth platform.

If you’re curious about what we’re doing at Just Words, you can find me here: https://calendly.com/just-words

ABOUT AI MARKETER PODCAST
AI in marketing isn’t hype: it’s happening right now. On The AI Marketer Podcast, I cut through the buzzwords to bring you real stories, practical hacks, and lessons from marketers who are already using AI to drive results. From personalization to decisioning to workflow hacks, you’ll learn what actually works, and how to make it work for you!