AI-powered personalization is revolutionizing how brands and customers interact. With digital tools, the focus can shift towards increasing engagement and crafting an experience unique to the user. From crafting campaigns with data to branding benefits, here are some examples.
Hyper-Focused Brand Engagement
Branding is changing in a major way because of artificial intelligence. More than task automation, AI is directly impacting how brands create personalized content for individuals and market segments. From AI-generated creative projects to fun tools to swap faces, AI is shaping how users interact and engage with their favorite brands, even helping to create hyper-personal content that stands out from the competition and encourages users to share their experiences.
Using All Available Data
Personalization isn’t easy, and it can take teams a lot of effort to craft an experience for a customer. Of course, the human element in marketing is still relevant. However, AI can shape experiences quicker and easier using the appropriate data. For example, AI can analyze vast amounts of data, such as browsing interactions, purchase data, and even social media usage, to recommend products, craft segmented emails, and customize recommendations dynamically.
AI-Powered Personalization in Action
You have probably interacted with AI personalization and don’t even know it. AI tools offer more creative and technical uses than creating AI avatars and colleague emails! AI personalization is helpful in keeping users engaged with the context they are most likely to absorb or purchase:
- Netflix uses AI to analyze your viewing habits and suggest new shows and movies.
- Amazon uses AI extensively to monitor engagement and recommend products.
- Marketing services use AI to personalize messaging based on customer segmentation.
Most major companies could probably better use AI for customer service! However, AI for personalized experiences isn’t really a bad thing. However, the right AI tools are excellent for adaptable interaction using real-time data, resulting in an experience that is best for the user.
Branding Benefits Galore!
Of course, branding has many benefits when it comes to AI in marketing. Without too much effort, you can create a powerful and impactful campaign through AI tools, from image generation to shaping the brand tone. Any actions taken to use AI to craft a unique campaign can directly result in numerous benefits. These include increased engagement through personalization, customers feeling more valued, and better conversions through relevancy.
Some of the Known Challenges
There are also some drawbacks to all the benefits of AI. Like any tool, AI isn’t perfect, and there are some well-known challenges to personalization and branding. One of the most concerning is privacy. Any data collected must be done so with the relevant permission and used responsibly. You also need to monitor AI insights, as algorithms can become biased over time. Surprisingly, a user experience can become over-personalized and saturated to the point of losing focus.
Summary
Enhanced brand engagement is one of the most powerful benefits of AI-powered personalization. This is why major companies like Netflix use it so extensively. But there are some cons of AI in marketing, including but not limited to algorithms becoming content biased.
