The personalization of marketing campaigns has ceased to be a differentiator and has become a necessity in an increasingly competitive market. Today, Artificial intelligence (AI) allows you to create highly personalized experiences at scale., meeting consumer expectations for relevance and convenience.According to a study by Salesforce,, 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 ofAmpere Group, explains a little more in this article about how to use AI to personalize marketing campaigns effectively, maximizing engagement and conversions
1. Why personalization matters in marketing
Personalization is not just an additional feature — it is what differentiates brands that stand out from those that lose relevance. The benefits include:
- Better customer experience: Consumers prefer messages tailored to their needs
- Increased conversions: Relevant content is more likely to generate sales
- Customer loyalty: A satisfied customer is more likely to return
According to McKinsey, Companies that invest in personalisation generate an average increase of 40% in marketing revenue (McKinsey, 2023).
2. The role of AI in campaign personalization
AI turns raw data into actionable insights, allowing more efficient and segmented campaigns. It operates on different fronts:
2.1. Data collection and analysis
AI collects data from different sources, as navigation behaviour, purchase history and interactions on social networks. Tools like Google Analytics 4 and Hotjar use AI to map customer journeys.Example: An e-commerce site may identify that a customer frequently buys electronic items and, on that basis, recommend similar products or exclusive offers
2.2. Advanced segmentation
With AI, audience segmentation goes beyond demographic data. Tools like HubSpot use machine learning to create microsegments based on specific behaviors..A Forrester study highlights that AI-based segmentation increases engagement rate by 50%
3. Strategies to personalize campaigns using AI
Below are the best practices for using AI in campaign personalization
3.1. Personalized emails at scale
Segmented and personalized emails generate significantly higher open rates. AI allows for:
- Adjust the title and body of the email based on the recipient's interests
- Sending e-mails at the right time, based on historical behaviour
Practical example: Tools like Mailchimp use AI to analyze which topics attract the most clicks
3.2. Product and content recommendations
AI-based recommendation systems, like the ones used by Amazon., suggest relevant products based on browsing and shopping history.Tip: Tools like Dynamic Yield allow you to create personalized experiences on websites
3.3. Programmatic advertising
AI optimizes paid media campaigns, adjusting bids and segmentation in real time.Example: Google Ads uses machine learning to determine the best times and audiences to show your ads
4. Essential tools for personalization with AI
4.1. CRM platforms with AI
Tools like Salesforce Einstein and Zoho CRM enable automation and AI-based forecasting, helping to personalize the customer experience
4.2. Intelligent chatbots
Chatbots like Intercom offer personalized answers, optimising customer support.According to Gartner,, until 2027, 80% of customer interactions will be managed by AI (Gartner, 2023).
4.3. Advanced analysis tools
Solutions like Tableau allow you to create visually rich reports, helping to identify patterns for personalisation
5. Challenges and how to overcome them
Although AI offers several benefits, It is important to address common challenges:
5.1. Privacy of data
With laws like the LGPD and the GDPR, It is essential to ensure that the use of data 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 personalization with AI
AI is constantly evolving. Emerging trends include:
- Personalization in augmented reality: Immersive experiences in e-commerce
- Natural language models (NLP): Tools such as ChatGPT make interactions more natural
- Advanced forecasting: AI that anticipates customer needs before they even realize it
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 wishing to excel in a competitive market, Adopting AI is no longer an option., but another necessity
