Maj Duchnick is Head of Onsite Brand Activation at Matas Group, where she leads the development of engaging digital brand experiences that drive growth through close collaboration with brand partners, data-driven insights, and commercial activation across e-commerce and app platforms. With a career spanning hairdressing, e-commerce, and digital business development, Maj brings a unique perspective on the intersection of products, customer experience, and commercial performance. She is passionate about creating customer journeys that combine technology with human insight to deliver meaningful business results. Today, Maj will share how Matas is navigating the balance between AI-generated content and human creativity to strengthen customer trust and build long-term loyalty. Drawing on practical examples, she will explore how AI is changing customer discovery, why direct customer relationships are becoming more valuable than ever, and how initiatives across CRM, personalisation, and post-purchase engagement are helping drive retention, repeat purchases, and customer lifetime value.