How Businesses Can Use AI to Offer Personalisation at Scale

Creativity helps to attract an audience, but at the same time, personalisation delivers the right message to the right people. These two elements don’t happen by chance, and the biggest challenge that companies often face is learning how to combine them effectively, at scale. In today’s world, AI has a huge part to play. AI helps marketers transcend the limits of manual interactions, personalising marketing to customers while expanding human ingenuity. AI-powered data can be used to narrow sets of customers based on specific criteria, such as expected lifetime value or even through personalised content.

AI is a Driving Force Behind the Era of Personalisation

By using AI to offer personalisation, businesses can drive better engagement and loyalty. The online casino site from Paddy Power is an example of this. When you play a game such as Big Bass: Secrets of the Golden Lake, titles such as Beware of the Deep Megaways are suggested. This game has a similar theme and mechanic to the first one, meaning it’s more likely to appeal to the gaming preferences of the user. 

Brands can elevate their consumer connection while gaining an edge over the competition. Other examples of brands that utilise AI include Netflix and Amazon. The Amazon website makes suggestions based on previous purchases, using other customer data to link products together. Thousands of customers can have recommendations without any additional work from developers. This can also lead to an increase in profit, as well as customer engagement, as purchases can be made seamlessly.

Spotify also employs AI to personalise its offerings. You can expect custom playlists that are catered to your listening habits, with the option of following your friends and collaborate on their playlists. Suggestions can then be made not only from your song selections but also from the contributions you make to others. With 71% of consumers expecting a personalised experience when using a service, this highlights the fact that AI adoption is more critical than ever.

Increasing Business Efficiency through Automation

For a growing business to offer personalization at scale, automation has to be fully embraced. Jopwell is a career advancement platform that connects employers with job seekers based on a robust database of companies and candidates. Tags are automatically converted and organised, with immediate insight given to behavioural audience segments and demographics. This type of work would be time-consuming if done manually and distracts from the bigger picture. AI can be used to update data on the fly too, enabling various sectors to operate more efficiently while providing a higher level of personalisation to every user. The job sector is one example here, but as people gain more qualifications and update their CVs, the data can be added to the system database and more experienced or catered roles can be suggested. 

Advanced AI tools such as GPT-3 are even capable of offering organisations recommendations for headlines and email subject lines, helping to cater campaigns at scale, without losing elements of personalisation. This can be done across many campaigns and thousands of emails, which helps to showcase that AI tools aren’t just beneficial to particular sectors.