AI makes website personalization more accessible and manageable. With AI-powered personalization, you can better predict user preferences and deliver content that resonates, turning casual browsers into loyal customers. Consider how AI can simplify website personalization and enable the following capabilities for your organization:
1. Quickly integrate your first-party data
The first question that confronts a personalization effort is, “What do we know about our users?” Typically there’s a lot of data, but it’s scattered around in different silos. Perhaps there’s a central warehouse, but that’s usually architected for analysis, not powering real-time experiences. Often personalization projects get stuck behind lumbering data projects and never really get off the ground.
But a modern or composable Customer Data Platform (CDP) eliminates this blocker with AI. Instead of taking months to map schemas and build queries by hand, an AI co-pilot can empower an engineer to integrate your data sources and connect them to a real-time event stream in a matter of hours.
2. Map and categorize all your content
The second challenge that teams need to overcome is tagging and categorizing all their content. Most websites have years or even decades of history, and very few have had zero staff turnover during that time. The honest truth is the total content footprint is rarely perfectly organized or even fully understood. It can be a daunting task to wade through thousands upon thousands of pieces of content to impose the order required to leverage it effectively.
Thankfully, this is a task that AI is quite good at solving. By taking an “outside-in” approach, an AI-powered personalization engine can examine all your content and provide categorization and interest mapping. What would consume weeks or months now takes minutes. You can quickly move on low-hanging fruit like content recommendations and immediately begin building high-fidelity behavioral signals based on content engagement. These feed right back into the first-party data strategy unlocked above.
3. Improve scalability and maintenance
AI-powered personalization enables you to scale personalization efforts without a proportional increase in workload. AI systems continuously learn from user interactions and make real-time adjustments to recommendations. They can also identify where there are potentially impactful intersections of audiences and content that could benefit from further optimization and can reduce the labor of creating audience-specific content via generative models. This simplifies the ongoing maintenance of personalized content, allowing your team to expand and refine its strategies without additional resources or complex infrastructure adjustments.
By leveraging a personalization engine that makes the most of AI, your organization can keep pace with consumer behaviors and preferences, and enhance long-term engagement and satisfaction.
