How To Use AI Content Personalization for Your Marketing

What is AI content personalization?

AI content personalization is a strategy that uses AI technologies to customize site content or customer experience based on a user’s demographics, psychographics, or behavior.

Have you ever visited an ecommerce site to buy a single product but ended up browsing other related items?

You’re not alone. Thanks to AI, machine learning, and personalization, I’ve spent a few extra minutes on these sites myself looking at suggested products.

AI content personalization is an excellent way to keep customers engaged (case in point: yours truly) and help them find what they need. In fact, 88% of marketers using AI say it helped them personalize the customer journey.

You can also harness the power of AI content personalization to enhance your customer’s experience with your brand. Here are helpful topics so you can get started:

• What is AI content personalization?
• The benefits of AI content personalization
• How AI content personalization works
• 4 AI content personalization applications
• FAQs

What is AI content personalization?

AI content personalization is a strategy that uses AI technologies to customize website content, email copy, or customer experience based on a user’s demographics, psychographics, or behavior.

Its goal is to deliver an engaging experience for prospects and customers to:

• Foster loyalty
• Enhance their customer journey
• Improve conversion rates

What are the benefits of using AI for content personalization?

Using AI content personalization tactics provides benefits for both businesses and their customers. Here are some of them:

Seamless customer experience

When you use AI to understand your customers better, you gain valuable information at each touch point in the customer journey. As a result, you can tailor their customer experience according to their needs.

For example, let’s say you market heavy equipment rentals in different states. AI tools can help you identify a user’s location and search history and then personalize a homepage that shows relevant offerings and locations near them.

Visitors on your site can easily find products and content relevant to their needs and interests, resulting in a satisfying customer experience.

Improved engagement

AI content personalization can keep your users engaged with your brand because you provide information and products they likely need. This process has helped online shoppers stay on ecommerce platforms longer, and users spend more time on streaming sites.

For example, let’s say a travel agency’s digital marketing strategy involves email marketing. Using AI to personalize email content can increase open and click-through rates.

That’s because when email recipients get messages about destinations and travel offers they’ve been eyeing, they’ll likely open them. AI can also gather behavioral insights, such as:

• Emails opened
• Links clicked
• Offers and pages browsed
• Past purchases

These insights can inform how you can enhance subject lines that entice them to engage with your email.

Customer retention and loyalty

Another benefit your business can get from AI content personalization is customer retention and loyalty.

Personalizing content and messages for your customers will make them feel understood and valued. In fact, 75% of U.S. consumers say they’ll likely be more loyal to brands that understand them personally.

Couple that with a seamless experience on your site, and they will likely remain customers and become advocates of your business.

Improved efficiency and reduced costs

Instead of manually processing data points or creating customer segments, you can use AI to automate parts of your personalization process.

This increases efficiency because it reduces manual work. You can then assign your team members to work on other high-value strategies that contribute to your ROI.

Enriched customer insights

Using AI for personalization is like a gift that keeps on giving. It lets you catch new and evolving customer preferences, behavior, and trends.

As you gather more insights about your customers and prospects, you will have more information to guide your strategy, personalization efforts, and customer segmentation.

How does AI content personalization work?

An AI-powered content personalization process typically involves the following steps:

1. Data collection
2. Data analysis and processing
3. Continuous learning

In general, it uses machine learning, natural language processing (NLP), and generative AI to provide a personalized experience. Let’s break down the process:

1. Data collection

AI content personalization starts with collecting customer data, including:

• User behavior, such as the pages or products they look at and how long they stay on your website
• Browsing and purchase history
• Interactions, such as downloading gated content on your site or any interactions with your brand on social media
• Demographics, such as age, income, educational level, location, and language
• Other contextual data like device used, operating system, or browser

This step usually includes merging the collected data with first- and third-party data.

2. Data analysis and processing

With the help of machine learning, NLP, and generative AI, AI algorithms will analyze and process your data. They will:

• Identify patterns and user behavior trends
• Segment users according to behaviors, demographics, interactions, or other characteristics that make sense
• Provide recommended products, offerings, or content according to the user’s preferences, behaviors, or segment
• Tailors content on a web page or app based on a user’s profile or segment

3. Continuous learning

AI algorithms will continue to gather data as users interact with your brand through various channels to learn evolving behaviors or new preferences. As AI algorithms continue learning, they will refine recommendations, responses, and customer segments to optimize their personalization process.

4 AI content personalization applications

You can implement AI content personalization strategies on your website or app to provide an engaging user experience. Here are different applications of AI content personalization:

1. Intelligent customer segmentation
2. Predictive personalization
3. Dynamic pricing
4. Tailored messages and content

Intelligent customer segmentation

Traditional customer segmentation typically segregates them according to specific demographics, psychographics, or behaviors.

When you use AI to segment your customers, you uncover new groups based on a combination of data. Instead of a simple group of people from a specific location, you also can create segments that combine location, behavior, and historical purchase data.

Predictive personalization

Another handy application of AI is predictive personalization, which provides an intuitive experience for customers.

How? AI can analyze a user’s (or similar users’) historical data to anticipate what they’ll need next, even before they express interest in it.

As a result, you can recommend relevant products or content that a user might find helpful!

Dynamic pricing

Another handy application of AI content personalization is dynamic pricing, a strategy that adjusts pricing according to various factors. Industries like airlines, travel, and events adjust prices based on demand, proximity to an event or flight date, and other factors.

Tailored messages and content

Today, personalized messages go beyond “Hello, [first name].” With the power of AI algorithms, brands can send custom emails and messages based on several factors, such as:

• The items they left on their cart
• Their purchase history
• Interactions and behavior on your site

Using AI, brands can analyze data at scale to better understand their customers’ behavior and personalize messages and content that resonate with them.

FAQs on AI content personalization

Let’s answer some of your questions about using AI for content personalization here.

Delight your customers with AI content personalization

You can use AI to provide your audience with a seamless, personalized experience. If maintaining AI systems is a massive task for your team, consider partnering with WebFX for AI services.

Our team will take the time to understand your business, goals, and customers to create an AI content personalization roadmap that will drive your desired results. You’ll get access to our proprietary platform, RevenueCloudFX, which can monitor and measure the success of your AI-powered personalization strategies.

Ready to offer personalized user experiences that foster customer loyalty? Contact us online or call us at 888-601-5359 to speak with a strategist!