In this episode of The Visibility Brief, Yext SVP of Marketing Rebecca Colwell sits down with Bill Simpson, Director of Value Consulting at Yext, to explore a question many marketers are still working through: how far is too far when it comes to personalization?

As AI is changes how people interact with technology, customers are sharing more personal information than ever before — often without realizing it. But why does AI feel so different from traditional search, and what’s making people more willing to open up?

At the same time, brands are under pressure to move faster, adopt new tools, and deliver more personalized experiences. But speed introduces risk. From data exposure to inaccurate AI responses, the line between helpful and harmful is thin — and easy to cross.

Drawing on his years of experience working with brands, Bill shares insights on how marketers can move forward thoughtfully — balancing innovation with responsibility.

The episode breaks down:

How conversational interfaces create a sense of trust
Where personalization starts to feel invasive
Why transparency is the new competitive advantage
The hidden risks in everyday AI workflows
How to safely pilot AI inside your organization
Why human oversight still matters

If you’re a marketing leader trying to move quickly with AI while protecting your customers and your brand, this episode will help you understand the real tradeoffs — and how to navigate them with confidence.