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Innovation Blog

Predictive Personalization

marketing robot

Artificial intelligence is quickly impacting some core aspects of marketing. How are you incorporating the expanding use of AI in your marketing strategies and tactics? 

Artificial intelligence-powered recommendations are everywhere. What’s the next-best action? Predictive personalization drives up brand value and customer experience. One of the most exciting technologies impacting personalization is artificial intelligence – bringing new opportunities, possibilities, and tactics to consumers and marketers alike.

“Predictive Personalization is the practice of using machine learning to predict the affinity and intent of every person, and then deliver precisely tailored content, products, and messages to each individual. Automatically,” says Nick Budincich at Aiadaptive. 

When consumers experience a rich personalized experience that speaks to their interests, pain points, and stage of the buyer journey, they are:

  • More likely to engage with content
  • More likely to purchase (and purchase more)
  • More likely to return as loyal customers
  • More likely to share their experiences

Artificial intelligence can be centered around four key factors.

Content Identification

Metadata has opened the door for personalization. Artificial intelligence takes a step further to automate the process. Blog content, for example, involves a manual process of tagging content and building a recommender engine on websites. AI can identify keywords for automated tagging, identify user patterns and habits to customize recommendations, and take the burden off of a human to constantly make those updates.

Content Distribution

Algorithms are used to analyze consumer data to measure campaign performance, allowing marketers to redirect budget toward ad placements that are performing the best. Digiday reports that, “AI used in this way helps marketers diminish their cost-per-acquisition while generating higher-quality leads. It’s an expanding area that’s still in its infancy, but its potential for intelligent and intuitive media buying – critical elements for successful content personalization – is worth watching.” Marketers don’t need to optimize paid performance manually. With the help of AI, immediate optimization and re-allocation of funds can happen. Those savings and conversions can add up quickly.

Content Creation

AI improves and simplifies the creative process. Writers and marketers are able to craft copy with the help of artificial intelligence. Technologies such as ChatGPT are reinventing what marketers are able to do and scale. AI can help draft outlines, create rough first drafts, edit for grammar, summarize text, and even create social posts from long-form content. While a writer or editor still needs to review the content for accuracy and effectiveness, AI helps speed up the process.

Content Optimization

Artificial intelligence is tailor-made for the environment of A/B testing and personalized content. The demand of high-quality, personalized content is increasing daily. With AI, marketers can meet this demand to redefine the way their content is distributed, found, created, and optimized so that it reaches each targeted individual when and how they are most engaged.

Now is the time to start investing in artificial intelligence tools and learning more about the possibilities. What steps can you take to learn more about artificial intelligence and its impact on predictive personalization? Begin to explore tools that might be able to assist you in your day-to-day work by identifying tasks you do regularly. There are many tools and resources available today for free or very low costs.


Bridget McPhillips is the Social Media Coordinator at Babcox Media.

Contact Bridget at bmcphillips@babcox.com


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