Personal Touch: How Marketers Are Turning To AI For Enhanced Personalization

Almost a quarter of marketers rate their personalization success as “best in class” while 71% say their personalization is “somewhat successful in assisting them to achieve marketing objectives,” according to a new Ascend2 study focused on AI’s current and future influence on marketing personalization.

“In a landscape where personalization reigns as a crucial tool for marketing success,” the study says, “these findings challenge us to delve deeper into the strategies and tactics working in marketing personalization so that all marketing professionals find ways to advance their personalization program to new heights in 2024.”

Titled “The Use of AI To Advance Personalization in 2024,” the study surveyed 355 marketing professionals in mid-March, finding that most believe AI could further improve predictive analytics of customer behavior (55%) and enhance dynamic content creation and optimization (54%). Nearly half (49%) believe it could enable real-time adjustments based on customer interactions.

(Source: Ascend2)

“Marketers are excited about AI’s ability to help them expand and scale the complexity of future personalization programs,” the study says, with 69% anticipating a significant or moderate impact from AI on their personalization performance.

Of the anticipated challenges, 48% said the lack of skilled personnel capable of implementing AI solutions was the largest limitation in leveraging its capabilities. Other concerns included data privacy and security (46%) and the complexity of its technologies (42%), but, as the study concludes, “It is essential to understand the challenges you will face so that you can overcome them, use AI to give you a competitive advantage, and deliver exceptional results in your personalization program.”