Rethinking Personalization with AI

Customers today are largely unsatisfied with the personal engagement marketing they receive. Increasingly, they demand engagement at the right time, on the right device and with the right message. Artificial intelligence (AI) may sound futuristic, but this exciting evolution in the personalization we’ve pursued for decades enables modern brands to personalize the shopping experience – in real time – and deliver automated and relevant messages, recommendations and offers at scale, which drive business growth and build engagement.

Despite the hype, most enterprises have struggled to deliver extreme personalization to their customers. In this post, we’ll discuss how AI can enhance your company’s personalization strategy and give you a competitive advantage in the market today. 

How AI can benefit your enterprise

AI turns big data into valuable data

There’s little value in big data if it doesn’t grow your brand’s business. Through AI, brands are able to make sense of their big data by learning about customer behavior, preferences and drivers at a granular level on an ongoing basis. Honing in on the critical variables that differentiate customers and drive behavior is essential to 1:1 personalization at scale.

AI helps you personalize and maximize the impact of each brand message

With a rich understanding of customer behaviors, preferences and drivers, AI helps brands identify the best messages, recommendations and offers for each customer, building engagement and generating incremental sales. Here some examples:

  • Optimized product recommendations – Combines prior behavior with real-time engagement data to recommend the most suitable, similar and/or complementary products, minimizing cart abandonment and increasing basket size
  • Personalized dynamic pricing and promotions – Analyzes the shopping behavior of each customer to respond with pricing and promotions in real-time, thereby optimizing sales and gross margins
  • Tailored shopping lists – Creates smart shopping lists from past purchase behavior and engagement data to maintain and build brand share within and across categories, negating need for  discounts and offers
  • Customer-specific content – Delivers individualized content, generated automatically, by optimizing the likeness between content, topics and themes with preexisting customer purchase behavior and engagement data

AI helps you deliver highly personalized experiences at scale

The key word here is scale. AI makes scalable, repeatable processes that calculate, generate and deliver daily, millions of individual personalized messages from customer behavior, preferences and engagement patterns over time possible. 

AI enables real-time omnichannel personalization

The intent of omnichannel marketing – seamless, connected experiences across online and off-line channels for your customers – and the cross channel delivery of individualized messages, recommendations and offers adjusted regularly to account for a  customer’s most recent behavior, has been realized with AI. 

AI eliminates data paralysis with continuous improvement

One downside of big data is that it can result in data paralysis. Instead of overthinking and overanalyzing what data to use and when, where and how to apply it, AI facilitates fast development, execution and measurement to further continuous improvement and organizational speed to value. 

It’s time to rethink personalization with AI

Extreme personalization that delivers messages, recommendations and offers personalized to the individual customer; agile development that cuts the risk of data paralysis and increases organizational speed to value by driving business growth; and your team’s ability to focus on higher level marketing strategies is all made possible by AI. 

Companies that leverage AI for personalization and real-time omnichannel brand experiences will have a clear advantage in today’s competitive market. Enterprises have already started to rethink personalization with AI. Isn’t it time you do the same?


Interested in capturing and monetizing the value of one-to-one personalization? Learn more here.

Learn more