AI personalisation will change marketing forever

Struggling to scale your personalisation efforts? Trust me, I know what you’re going through.   

With customers expecting increasingly personalised experiences and leaders recognising AI’s potential to transform marketing strategies, you can’t afford to be left behind.  

AI personalisation promises to scale tailored experiences without overwhelming your marketing teams or strategies. It flips the old model on its head. You know, the one that relied on static data and simple demographic targeting to create broad segments? The new AI personalisation model dynamically adapts in real time, using the power of advanced analytics to deliver hyper-personalised experiences that are tailored to existing audience segments and anticipate evolving needs. 

Here’s my view: With AI-driven personalisation, businesses will create more meaningful interactions with customers while doing less marketing. 

Know the challenges you’re facing

Many marketing teams struggle when trying to implement personalisation strategies effectively. Here are some of the key issues: 

• Data quality and integration: Personalisation relies on the quality of data to understand customer behaviours and preferences. However, some organisations face data silos and find it difficult to obtain a unified view of their customers. This inconsistent data quality leads to misguided assumptions and ineffective personalisation efforts. 

• Lack of advanced analytics capabilities: Implementing effective personalisation at scale requires advanced analytics capabilities to process and analyse vast amounts of customer data. When teams don’t have access to the necessary tools, technology, or expertise to put their analytics into action, it hinders their ability to segment audiences accurately or predict customer needs. 

• Limited resources and budget constraints: Personalisation initiatives require investment in technologies, data management tools, and skilled personnel. When marketing budgets are tight, teams may be forced to prioritise short-term campaigns over long-term personalisation strategies. 

• Resistance to change: Cultural resistance within organisations can also pose a significant barrier to implementing personalisation at scale. Teams accustomed to traditional marketing methods may be hesitant to adopt new technologies or processes, fearing disruptions to established workflows. 

Why AI personalisation matters 

I can ramble about AI personalisation all day. But you need more convincing before you move your marketing team away from their old ways of doing things, right? Here’s are the some of the main benefits: 

1. Enhanced customer experiences

Your customers expect you to know them inside out; preferences and beyond. They want experiences to be exactly tailored to their needs and journey. AI can enable your marketers to gather insights from vast datasets, allowing for more accurate predictions of customer behaviour. By anticipating needs, you can engage customers in a way that is both relevant and timely. And you know what that means? Higher satisfaction and loyalty that is good for your bottom line. 

2. Increased engagement 

AI personalisation enables your marketers to create content that speaks directly to individual customers, moving away from generic messaging like “Hi [First Name]” and drilling down to what really makes them tick. This tailored approach leads to increased engagement rates, as customers are more likely to respond to content that speaks to their specific interests. Think smart recommendations, personalised emails, and dynamic content that adapts based on user behaviour. 

3. Improved ROI 

The efficiencies brought by AI not only heighten customer experiences; they can significantly enhance marketing budgets too. AI personalisation optimises campaigns to ensure every penny spent yields maximum impact. By precisely targeting the right customers at the right time, you can bolster your marketing strategies tenfold and improve overall ROI. 

4. Better scalability of personalisation efforts 

One of the key advantages of AI personalisation is its scalability. As businesses like yours grow and customer bases expand, maintaining the same level of personalisation can become challenging. AI allows your marketing teams to maintain consistent, tailored messaging across larger audiences. You’ll be able to implement AI-driven personalisation strategies that adapt to the increasing demands of a growing customer base without sacrificing quality. This scalability ensures you can quickly deliver bespoke experiences to each client, no matter the size of your target audience. 

5. More continuous learning and improvement opportunities 

AI systems are built to learn and adapt over time. For your marketing team, this means that the data gathered from customer interactions can feedback into the personalisation process, continuously enhancing your strategies and tactics. By implementing a cycle of feedback where AI analyses the performance metrics of your personalised campaigns, identifies areas for improvement, and adjusts approaches accordingly leads to continuous enhancements in your marketing strategies. This keeps your team competitive and responsive to client needs. 

6. Strengthened collaboration across teams 

AI personalisation helps marketing teams break down silos and collaborate more effectively across departments. With a unified approach to data and insights, collaboration between sales, marketing, customer service, and product development becomes seamless. Use AI-driven insights to align efforts across all touchpoints of the customer journey to fosters a holistic strategy that enhances branding, improves customer experience, and drives operational success. 

7. Efficient resource allocation 

Doing more with less, basically. Scaling personalisation through AI allows your marketing teams to optimise their resources effectively. Rather than spreading their efforts thin with generic campaigns, AI personalisation enables a data-driven approach that prioritises high-value tasks and customers. Direct marketing budgets and manpower towards initiatives that yield the highest return on investment, ensuring that efforts are concentrated on campaigns that resonate most with your audience. 

I’ve seen the benefits of AI personalisation already... 

AI personalisation will lead businesses to create more meaningful interactions with customers while doing less marketing. I’ve seen the results with my own four eyes. 

One example of is our collaboration with EscherCloud, where we launched an ABM campaign powered by AI personalisation. By using advanced AI-driven insights, we meticulously tailored our marketing messages specifically for high-value targets. This targeted approach led to: 

• 39% open rate, surpassing industry standards with a 2x open rate 

• One opportunity from the campaign showed an impressive 200% ROI 

Not only did this campaign generate multiple MQLs among key decision-makers, but it also provided a solid foundation for EscherCloud to establish a repeatable and personalised marketing process. 

But more than that, our precise and targeted approach with the help of AI tools ensured that we could use our resources efficiently. Rather than trawling through targeted email lists and building comprehensive profiles manually, we could speed up these processes and ensure that our focus was on value-added tasks. 

The future of AI personalisation in marketing 

AI is evolving. And with that comes a lot of potential for personalisation in marketing. Here are some ways I believe it will evolve: 

• Hyper-personalisation: The next step in marketing personalisation where brands move beyond basic segmentation to deliver uniquely tailored experiences at an individual level. With AI’s ability to analyse large datasets in real-time, marketers will understand customer preferences with unprecedented depth. For example, marketing campaigns will dynamically adapt based on a user’s real-time interactions, preferences, and behaviours. Imagine a scenario where an ABM platform automatically adjusts its messaging as it learns more about a client’s challenges and goals. This precision will create deeply engaging experiences that resonate with each customer on a personal level. 

• Voice search: It’s been around for a while, and some predictions made by us (and many others) a few years ago didn’t quite happen. But voice search and conversational interfaces are still poised to play a significant role in the future of AI personalisation. As more businesses adopt chatbots and voice-activated assistants, these tools will use AI to personalise interactions and improve customer service. Imagine a procurement officer using a voice assistant to inquire about product specifications or pricing. An AI-driven system could quickly provide personalised recommendations based on previous purchases, industry standards, and real-time availability, significantly enhancing the user experience.