Answer
AI-powered personalization uses machine learning to analyze customer data and deliver tailored experiences in real-time by collecting behavioral, demographic and transaction data, predicting customer intent, then adapting content recommendations with each interaction. The process works by collecting customer data about user behavior, preferences and interactions along with contextual data like location, time of day and device used.
The next best experience capability uses data and AI to answer the question "What does this customer need most in this moment?" and relies on data analytics, machine learning powered predictive models, recommendation engines, and generative AI content generation and personalization capabilities. AI delivers relevant experiences by dynamically adjusting webpage elements, emails and product recommendations based on each visitor's context and history, instead of static one-size-fits-all content.
71 percent of consumers now expect companies to offer personalized interactions, and 77 percent of consumers choose, recommend or pay more with brands that provide personalized services or experiences.