Just because people live in the same city, work in the same industry, or are the same
age or gender, it doesn’t mean they read, buy, or want the same things.
Brand interactions should reflect each person’s individuality. But for a long time, that was
a far-fetched goal.
In recent years, though, personalization — the practice of tailoring experiences based on
knowledge learned about an individual — has evolved dramatically, from targeting segments
with uniform experiences (often ill-fitting for many) to truly resonating at the per-person level.
1-to-1 personalization leverages advances in technology, including artificial intelligence (AI),
to present individuals with the content, offers, and experiences that are uniquely relevant for
them — wherever, whenever, and however they’re interacting with your company.
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