Personalizing marketing campaigns has ceased to be a differentiator and has become 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 further explore the topic, 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 effectively personalize marketing campaigns, maximizing engagement and conversions.
1. Why does personalization matter in marketing?
Personalization is not just an additional feature — it is what sets apart 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 has a greater chance of generating sales.
- Customer loyalty: 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 operates on different fronts:
2.1. Data collection and analysis
AI collects data from different 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 can identify that a customer frequently buys electronics items and, based on that, 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 rates by 50%.
3. Strategies to personalize campaigns using AI
Below are best practices for using AI to personalize campaigns.
3.1. Personalized emails at scale
Segmented and personalized emails generate significantly higher open rates. AI allows for:
- Adjust the subject line and body of your email based on the recipient’s interests.
- Send emails at the optimal time, based on historical behavior.
Practical example: Tools like Mailchimp use AI to analyze which subjects attract the most clicks.
3.2. Product and content recommendations
AI-based recommendation systems, like those used by Amazon, suggest relevant products based on browsing and purchase history.Tip: Tools like Dynamic Yield allow you to create 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 personalization
4.1. CRM platforms with AI
Tools like Salesforce Einstein and Zoho CRM enable AI-powered automation and predictions, helping to personalize the customer experience.
4.2. Intelligent chatbots
Chatbots like Intercom offer personalized responses, optimizing customer support.According to Gartner, by 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 you identify patterns for personalization.
5. Challenges and how to overcome them
While AI offers many benefits, it is important to address common challenges:
5.1. Privacy of data
With laws like LGPD and GDPR, it is essential to ensure that data use 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 personalization
AI is constantly evolving. Emerging trends include:
- Personalization in augmented reality: Immersive experiences in e-commerce.
- Natural Language Models (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 that want to stand out in a competitive market, adopting AI is no longer an option, but a necessity.
