AI can help brands deliver relevant experiences while balancing privacy and personalisation

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 16, 2019, 4:16 AM UTC

AI lets brands know their customers better by combining behavioural and demographic data.

This article states that since AI has become more accessible to brands over time, businesses are using it to facilitate more human interactions with their customers, with a more personalised customer journey. About 57% of companies plan to start doing so within the next two years.

AI-powered capabilities let brands deliver experiences by “predicting” and “recommending” the right audience, channel, timing, content and offer. Insightful AI tools are able to follow consumers’ real-time engagement with brands and run through data combinations to suggest next best actions.

Brands must set up clear data consent controls and document their compliance with GDPR to deliver experiences that customers want. 78% of consumers are more likely to trust brands with their data when it’s used for fully personalising their experience.

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[4 minute read]