Chapter 20
Diving into Personalized Marketing
IN THIS CHAPTER
Knowing how customers view personalization
Embracing the concepts of personalized marketing
Knowing how AI can help with personalization efforts
Incorporating AI into your personalization operations
Checking out AI tools that power personalization
This chapter covers the fundamentals of personalization as they relate to business practices and the emerging possibilities for marketers with the advent of generative artificial intelligence (AI). At its core, personalization aims to tailor products, services, and experiences to meet individual customer preferences and needs. Before exploring the application of generative AI in personalization, I explain the advantages of personalization and explore core personalization concepts from a customer’s perspective. These concepts include understanding the importance of data collection, segmentation, and targeting, as well as the role of predictive analytics and machine learning algorithms ...
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