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How To Take Personalization To A New Level With AI And A Data Cloud

Jan 06, 2025 - forbes.com
The article discusses the potential of true personalization in customer experiences, emphasizing the importance of using a centralized data cloud combined with AI to achieve this. It highlights the limitations of current personalization efforts, which often involve basic tactics like personalized emails or targeted ads. By centralizing customer data in a data cloud, companies can create a comprehensive view of each customer, enabling more meaningful and proactive personalization. This approach can lead to tailored incentives, channel-optimized campaigns, personalized in-store experiences, and predictive product offerings, ultimately fostering brand loyalty.

To successfully implement AI-driven personalization, the article stresses the need for a solid data strategy. This involves setting clear business goals, identifying data sources, creating a governance framework, choosing the right technology, and planning for data activation. By leveraging first-party data centralized in the cloud and running AI models on top, brands can achieve 1:1 personalization, delivering customer experiences that are relevant and considerate. The article concludes that the future of hyper-personalization lies in moving beyond superficial tactics to create magical customer experiences.

Key takeaways:

  • True personalization requires a centralized data cloud to create a holistic view of the customer and enable proactive customer experiences.
  • AI can enhance personalization by analyzing customer data to offer tailored incentives, optimize campaigns, personalize in-store experiences, and predict customer needs.
  • A successful AI-driven personalization strategy starts with a solid data strategy, including clear business goals, identifying data sources, creating a governance framework, choosing the right technology, and planning for activation.
  • The future of hyper-personalization relies on first-party data centralized in the cloud, with AI engines to deliver relevant and considerate customer experiences.
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