(Personalizzazione Con Intelligenza Artificiale)

Today’s topic… The State of Personalization (2024)

The State of Personalization 2024 report, released earlier this summer, remains highly relevant as we move into 2025. It provides valuable insights for marketers and business leaders on how to stay ahead in the changing world of AI-driven personalization. As we plan for the future, the report offers good takeaways to help shape our strategies moving forward. I’ve highlighted a few key points from the report below…

The Value & Impact of Personalization: Personalization is no longer just a nice-to-have; it’s essential for business growth, with 89% of leaders saying it’s key to their success in the next three years. To stay ahead of the competition, companies must leverage data-driven personalization to meet evolving customer expectations. AI is already playing a pivotal role, with 73% of business leaders recognizing its game-changing potential. Predictive analytics, dynamic personalization, and real-time interactions will be the driving forces behind future customer engagement, making AI a critical tool for delivering personalized experiences at scale.

Data Accuracy: For AI to work its magic, data quality is key. 61% of respondents concerned about inaccurate data compromising AI-driven personalization efforts. ​Brands need to ensure their data is clean, accurate, and actionable to optimize AI efforts.

Predictive AI in a Cookie or Cookieless Future: Predictive AI in a Cookie or Cookieless Future: While Google continues to support cookies for now, many browsers already block third-party cookies by default, and Apple’s ATT opt-out rates continue to climb, according to eMarketer. Combined with the broader shift toward a privacy-first digital landscape, this makes first-party data and predictive AI critical for brands. Those that prioritize these strategies will be better positioned to navigate evolving privacy regulations while still delivering personalized experiences. With 55% of leaders identifying predictive AI as key to future personalization, embracing this is essential to staying competitive in a rapidly changing environment.

First-party data includes info brands collect directly from their customers, i.e. website behaviour, purchase history, email engagement, social & customer service interactions, user account info and loyalty program activity. This data helps brands create personalized experiences and build stronger customer relationships while respecting user privacy.

Generational Preferences: Younger consumers, particularly Gen Z, demand better digital experiences and personalization, which has 85% of businesses adjusting their marketing strategies. Gen Z is pushing brands to step up their game when it comes to personalization. They expect authenticity, transparency, and engagement that feels personal, so brands need to adapt to stay relevant.

Shift from Reactive to Predictive Personalization: The industry is shifting towards predictive personalization, with 86% of leaders expecting this change. Brands are moving away from reacting to past behaviour and instead focusing on predicting what customers will need next. This shift will completely change how businesses engage with their customers, making interactions more proactive and personalized.

Imagine a global online fashion retailer using predictive personalization to enhance shopping. By analyzing browsing history, past purchases, and preferences, the brand can recommend items that match a user’s style. Algorithms can also predict emerging trends, suggesting products users will want based on similar behaviours. This creates a highly personalized experience, encouraging users to discover new items and driving engagement and conversions.

Integration of Data Warehouse and CDP: The combination of data warehouses and Customer Data Platforms (CDPs) appears to be the key to unlocking personalization, with 72% of companies using CDPs and 48% using data warehouses. Together, they enable businesses to gain real-time customer insights, allowing for more dynamic and responsive strategies.

If we think about a travel brand, the data warehouse could store historical customer data, including previous bookings, favourite destinations, and seasonal travel trends, while the CDP collects real-time data from customer interactions on their website, app, and social media.

Data Privacy and Ethical AI: Data privacy and ethical AI aren’t just about ticking regulatory boxes anymore—they’re becoming real competitive advantages. With 54% of companies putting strong privacy controls in place, businesses that focus on being transparent and responsible with data will stand out and build stronger consumer trust.

As we approach 2025, these insights remain highly relevant. AI, data privacy, and predictive personalization will continue to shape the future of customer engagement. By applying these takeaways and staying adaptable, we can confidently navigate the challenges in the ever-evolving landscape of personalization.

⤵ Download the full report here