In this episode of Conversations with Zena, David Espindola sits down with Dan Baird, Co-Founder and Product Lead at Wrench.ai, to explore the next frontier of go-to-market: using behavioral signals and AI-driven segmentation to create hyper-personalized customer journeys that feel helpful—not creepy.

Dan shares his “zero-to-one” journey from product innovation to patented AI segmentation, and explains why behavior (what people do and how they communicate) often matters more than demographics when it comes to understanding and serving customers. Together, they unpack where these signals come from—public digital footprints, CRM and support interactions, authored content—and how organizations can turn them into clearer positioning, better lead scoring, and faster, more human-feeling conversations across marketing, sales, and support.

The conversation also tackles the ethical edge: privacy, inference, and the moment personalization crosses into discomfort. Dan offers a practical lens for keeping personalization grounded in relevance and consent, while David and Zena connect the discussion to a deeper foundation—trust. From the neuroscience of trust in digital experiences to the risks of monetized AI answers, the episode closes with a simple truth: trust is slow to earn, fast to lose, and essential for the future of human-AI collaboration.

Connect with Dan Baird:

• LinkedIn: https://www.linkedin.com/in/danbaird/
• Email: [email protected]

Opening to Conversations with Zena.

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