Artificial intelligence (AI) is changing the way digital marketing is done, allowing companies to personalize interactions with consumers on an unprecedented scale. Especially in e-commerce, AI helps understand user behavior, delivering tailored content and recommendations, which increases sales.
A study by McKinsey & Company revealed that companies using AI for marketing personalization see an increase of up to 15% in conversion rates. This is due to the ability to identify consumption patterns and offer precise recommendations, contributing to a more relevant experience for each user.
According to Alan Nicolas, an expert in artificial intelligence for business and founder of Academia Lendár[IA], customization is no longer a differentiator but a necessity for those looking to stand out in the digital market. “Personalization at scale has become possible because AI can process massive volumes of data in real time. Today, each customer interaction can be turned into valuable data that, when processed, results in extremely precise recommendations,” he states.
AI transforms the consumer journey
Artificial intelligence adapts the consumer experience in real time, adjusting elements such as page design and product recommendations. This increases the chances of purchase, as the customer finds options that match what they are looking for. ‘AI goes beyond simply suggesting products. It transforms the entire customer journey, making each step, from discovery to completing the purchase, smoother and more efficient,’ explains Alan Nicolas.
The use of chatbots with artificial intelligence is also a growing trend. They can interact with consumers in a unique way, answering questions, offering suggestions, and solving problems. This quick and targeted service contributes to a positive experience.
AI is also enabling companies to predict consumer trends more accurately, anticipating needs before the customer even realizes. ‘By analyzing large volumes of data, we can not only recommend products but also identify emerging patterns and adapt our strategies quickly. This gives brands a competitive advantage by staying ahead,’ comments Alan Nicolas.
Increase in conversion
Personalization is not limited to the growth of immediate sales; it also has an impact on customer loyalty and long-term engagement. A study by Epsilon reveals that 80% of consumers are more likely to buy from brands that offer personalized experiences. Additionally, 90% of respondents stated that these interactions motivate them to recommend the company to others. ‘This demonstrates how well-executed personalization goes beyond momentary conversions, influencing future behaviors,’ analyzes Alan.
This bond, as the data points out, is not limited to individual purchases. Satisfied consumers return and also become ambassadors of the brands they appreciate. The recommendation of products or services to friends and family, encouraged by the positive experience, is one of the greatest benefits that AI-driven personalization can bring to companies.
With artificial intelligence, brands make individualized experiences on a scale that would be impossible without technology. The ability to analyze large volumes of data and adapt offers in real-time continuously transforms the consumer journey. ‘By integrating AI into marketing strategies, companies can offer such a smooth and engaging shopping experience that the customer feels understood. This generates an emotional connection that leads to loyalty,’ concludes Alan Nicolas.
