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Only one in ten marketers is using AI for personalisation
Despite ongoing advancements in Artificial Intelligence , only one in ten ( 13 %) marketers has started using AI to produce personalised experiences for their customers . That ’ s according to research from leading digital experience platform ( DXP ) provider , Optimizely .
The research , based on a study of 100 UK marketing leaders , maps the maturity of personalisation across the UK and explores the role of AI in digital experiences and personalisation .
While most marketers have adopted basic personalisation technologies , AI is not yet widely used in their campaigns . Currently , teams primarily use real-time segmentation ( 57 % have adopted ), user segmentation ( 55 %) and dynamic content ( 51 %). A third of marketers ( 33 %) have also incorporated ‘ hyper-personalisation ’ into their campaigns – continuously personalising experiences using highly relevant real-time data .
Despite all these advances , 74 % say it ’ s still proving difficult to stand out with their current personalisation technologies . Three-quarters ( 74 %) also worry that their current tech is out of date .
It ’ s clear that consumers are feeling this disconnect as well . According to related data from Optimizely , two-thirds of consumers ( 70 %) remain frustrated with ‘ targeted ’ promotions that don ’ t actually relate to their personal interests .
“ While personalised experiences are a staple in today ’ s marketing landscape , our research exposes a critical gap between intention and execution ,” said Shafqat Islam , CMO at Optimizely . “ Marketers are beginning to recognise the power of AI-driven personalisation , but many aren ’ t harnessing its full potential . Consumers crave authenticity and see through generic promotions that don ’ t address their unique needs and preferences . It ’ s time for marketers to move beyond basic tactics and embrace AI to both create hyperpersonalised content and deliver those messages in a more automated way .”
By leveraging AI responsibly and ethically , marketers can unlock deeper customer insights , anticipate buyer behaviour and create personalised journeys at scale that resonate at an emotional level . Through this , brands can improve differentiation , brand loyalty and ultimately , drive real business growth . x www . intelligentcxo . com
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