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Personalize, personalize, personalize.
Thats been the message retailcustomermarketeers have been listening to on repeat for the past few years.
Retailer marketers need a nudge in a different direction.
In retail, it might just activate the mass personalization that marketers have been seeking.
As competition has intensified, retailers need to do more to engage their customers.
It has become harder to cut through the noise and personalization can act as a key differentiator.
However, personalizing content takes time and effort a lot of it.
Generative AI, based on Large Language Models, promises to change that.
Many retailers already have what they need to exploit the technology: large troves of valuablecustomer data.
In theory, they could use this data to present perfect content to every one of their customers.
And, through the use of automation, generative AI is critical in helping eliminate the resource barrier.
every customer sees the same offer, positioned in the same way.
Generative AI could help tailor the offer on the banner to an individual.
The same process would be carried out for each customer; an impossible task without AI automation.
This will save teams hours of time every week.
If implemented properly, the model will become smarter and learn over time to further reduce manual intervention.
To fully leverage mass personalisation enabled by generative AI, marketers must also contextualise customer data.
This will help them avoid needlessly stacking new technology into their systems to no effect.
Commercially sensitive data, along with customer information, must be safeguarded.
Implementing processes further enhances the customer experience by dynamically adjusting content based on customer actions.
Commercial and dataprivacyrisks mustnt be overlooked.
We’ve featured the best CX tool.
