through events like SEPA’s Energy Evolution Summit and amplifying member-led innovations—with data- driven strategy, using performance metrics and audience insights to make complex energy solutions tangible. Mya Wilkes, Senior Content Marketing Manager at Schneider Electric, echoes this need for accessible narratives: "Storytelling becomes the most important thing. People will tune out or feel overwhelmed if we’re not being really intentional about the story we’re telling." It’s an approach that balances long- term vision with present-day realities. “Our clients are public school districts and city agencies,” Mya notes. "For many of them, energy is the fifteenth thing on their list of priorities. Our job is to show how a smart energy strategy can put money back into serving their communities." DESIGN WITH THE USER IN MIND Innovation isn’t innovation unless it works for real people. That’s a mindset Daniel Kirwin, Retail Flexibility Strategy and Program Manager, lives by in his work at Octopus Energy US. "Distributed energy resources, virtual power plants— these aren’t abstract concepts. They’re someone’s thermostat, someone’s EV, their home." Daniel leads initiatives that actively reward customers for their role in grid stability. On days when energy is abundant, his team offers free electricity to encourage usage. During peak periods, customers are paid to reduce demand. "We want people to feel the benefits of the transition in real time,” he says. For Daniel, the path forward is clear: "We want to bring customers into the fold of the energy transition. It shouldn’t be a novel idea. But it still is." Isadora Matos, Marketing and Analytics Specialist at EIQdigital, is on a mission to personalize the energy experience for consumers, motivated by her own frustrating experience navigating the Texas energy market. "Most people are stuck with energy plans that simply don’t fit their lifestyle” she says. "With AI and the data we already have—where you live,
You can have the best technology in the world, but if your stakeholders don’t understand or trust it, it won’t scale. Natalie Goldfarb , Senior Director of Brand Strategy & Digital Communications Smart Electric Power Alliance (SEPA)
your usage patterns, energy habits, smart devices—we can finally recommend energy plans that are truly tailored to each customer’s needs.” She’s helped drive the creation of platforms like Personalized.energy, which uses AI-Powered Search Engine to forecast personal and home energy usage history to provide tailored energy plan recommendations. "Before, energy used to be sold door-to-door—you’d sign up because someone showed up at the right time. Now, we’re using data to offer tailored plans the way Spotify suggests your next song based on your listening history and habits. It’s the same personalization logic, just applied to energy," she explains. From replacing static FAQ pages with conversational AI >
Issue 3 - Brandpie Energy 21
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