In today’s day and age, delivering generic and run-of-the-mill content to customers is a cardinal sin that can truly damage a brand’s reputation. At the same time, providing personalized content at scale and promptly is not an easy task either. To address this complexity, Michael Kurr recommended building an agile and responsive global content infrastructure. This infrastructure should combine modular content methodologies with an automated MLR review framework and a data-driven feedback loop to define the next-best action. He added that such an agile infrastructure can empower organizations to withstand unforeseeable disruptions, adapt quickly, and allow the free flow of content and metadata from a global to local scale, enabling the delivery of compliant, consistent, and personalized content across geographies, regions, and markets.