Companies across all industries are putting personalization at the center of their enterprise strategies. Based on the ability to capture, analyze, and utilize personalized customer data at scale, companies now use AI to understand, shape, customize, and optimize the customer journey. Since the obvious winners have been large tech companies that have embedded these capabilities in their business models, the authors investigate how cutting-edge companies use intelligent experience engines to assemble high-quality customer experiences, giving them competitive advantages in the market.