Marketing campaign personalization has gone from being a differentiator to a necessity in an increasingly competitive market. Today, artificial intelligence (AI) enables the creation of highly personalized experiences at scale, meeting the expectations of consumers who demand relevance and convenience. According to a Salesforce study, 73% of customers expect companies to understand their needs and expectations. (Salesforce, 2023).
To explore the topic further, Ricardo Migliani, COO and CCO of Amper and member of the Board of Ampere Group, explains more in this article on how to use AI to personalize marketing campaigns effectively, maximizing engagement and conversions.
1. Why does personalization matter in marketing?
Personalization is not just an added feature—it’s what sets apart brands that stand out from those that lose relevance. Benefits include:
- Better customer experience: Consumers prefer messages tailored to their needs.
- Increased conversions: Relevant content has a higher chance of generating sales.
- Customer retention: A satisfied customer is more likely to return.
According to McKinsey, companies that invest in personalization generate an average 40% increase in marketing revenue (McKinsey, 2023).
2. The role of AI in campaign personalization
AI transforms raw data into actionable insights, enabling more efficient and targeted campaigns. It acts on different fronts:
2.1. Data collection and analysis
AI collects data from various sources, such as browsing behavior, purchase history, and social media interactions. Tools like Google Analytics 4 and Hotjar use AI to map customer journeys. Example: An e-commerce site can identify that a customer often buys electronics and, based on that, recommend similar products or exclusive offers.
2.2. Advanced segmentation
With AI, audience segmentation goes beyond demographics. Tools like HubSpot use machine learning to create micro-segments based on specific behaviors. A Forrester study highlights that AI-based segmentation increases engagement rates by 50%.
3. Strategies for personalizing campaigns using AI
Below are best practices for using AI in campaign personalization.
3.1. Personalized emails at scale
Segmented and personalized emails generate significantly higher open rates. AI enables:
- Tailoring the email subject line and body based on recipient interests.
- Sending emails at the optimal time, based on historical behavior.
Practical example: Tools like Mailchimp use AI to analyze which subject lines attract more clicks.
3.2. Product and content recommendations
AI-powered recommendation systems, like those used by Amazon, suggest relevant products based on browsing and purchase history. Tip: Tools like Dynamic Yield enable personalized experiences on websites.
3.3. Programmatic advertising
AI optimizes paid media campaigns by adjusting bids and targeting in real time. Example: Google Ads uses machine learning to determine the best times and audiences to display your ads.
4. Essential tools for AI-driven personalization
4.1. CRM platforms with AI
Tools like Salesforce Einstein and Zoho CRM enable AI-based automation and predictions, helping personalize the customer experience.
4.2. Smart chatbots
Chatbots like Intercom provide personalized responses, optimizing customer support. According to Gartner, by 2027, 80% of customer interactions will be managed by AI (Gartner, 2023).
4.3. Advanced analytics tools
Solutions like Tableau enable visually rich reporting, helping identify patterns for personalization.
5. Challenges and how to overcome them
Although AI offers many benefits, it’s important to address common challenges:
5.1. Data privacy
With laws like LGPD and GDPR, it’s essential to ensure data usage is transparent and secure. Tip: Use compliance tools like OneTrust to manage permissions and consents.
5.2. Complex implementation
Integrating AI into existing processes can be challenging. Consider starting with plug-and-play solutions before moving on to customizations.
6. Future trends in AI-driven personalization
AI is constantly evolving. Emerging trends include:
- Augmented reality personalization: Immersive experiences in e-commerce.
- Natural language processing (NLP): Tools like ChatGPT make interactions more natural.
- Advanced predictions: AI that anticipates customer needs before they even realize them.
AI as a catalyst for personalized results
Artificial intelligence not only transforms marketing campaigns but also redefines consumer expectations. By incorporating AI into your personalization strategies, you can create meaningful experiences, increase engagement, and drive results.
For companies looking to stand out in a competitive market, adopting AI is no longer an option—it’s a necessity.
