Artificial intelligence (AI) is changing the way digital marketing is done, enabling companies to personalize interactions with consumers on a scale never seen before. 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 provide accurate recommendations, which contributes to a more relevant experience for each user.
SecondAlan Nicolas, an expert in artificial intelligence for business and founder ofLegendary Academy[IA]Personalization is no longer a differentiator, but a necessity for those who want to stand out in the digital market. "Scalable personalization has become possible because AI can process massive volumes of data in real time. Today, every customer interaction can be transformed into valuable data that, when processed, results in highly accurate 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 stage, from discovery to purchase completion, more seamless and efficient," explains Alan Nicolas.
The use of chatbots with artificial intelligence is also a growing trend. They are capable of interacting 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 consumption trends more accurately, anticipating needs even before the customer perceives them. "Through the analysis of large volumes of data, we are able not only to recommend products but also to identify emerging patterns and adapt our strategies quickly. This gives brands a competitive advantage by always staying one step ahead," comments Alan Nicolas.
Conversion increase
Personalization is not limited to immediate sales growth; it also impacts customer loyalty and long-term engagement. An Epsilon study reveals that 80% of consumers are more inclined to buy from brands that offer personalized experiences. Furthermore, 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 indicates, is not limited to individual purchase. Satisfied consumers return and also become ambassadors of the brands they appreciate. Recommending products or services to friends and family, encouraged by a positive experience, is one of the greatest benefits that AI-driven personalization can bring to companies.
With artificial intelligence, brands create personalized 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 purchase that the customer feels understood. This creates an emotional bond that leads to loyalty," concludes Alan Nicolas.
