This post is adapted from a presentation I gave on behalf of Women in AI and Brainster. Image: pixaby.

AI-driven Personalised Marketing: How We Got Here and Where We’re Going Next

Across the entire customer journey, AI is helping marketers provide more assistive, enjoyable experiences for shoppers and improving performance with it: from one-to-one messaging that doesn’t sound like spam, to dynamic website design that adapts to individual users, and even retail stores that recognise and welcome their visitors.

In part two of this series, I’ll show you what this looks like ‘in the wild’, with fun, innovative examples from real companies, both large and small. But first, let’s take a look at how we went from simple, rule-based marketing campaigns to using AI, Big Data and Machine Learning to open up new possibilities for marketers, and consumers.

The thing is, unlike gimmicky tactics of the past, AI-driven personalisation in marketing is actually being demanded by today’s customers. Why? Well, we are all distracted and time-poor, but tech-savvy. We’ve been trained by the likes of Google and Amazon to get what we want, right now. The result?:

Companies no longer compete against each other — they compete against the best customer experience. If I can order a pizza in a couple of minutes in an app, I start to expect the same level of service for buying my car insurance.

Customers expect brands to convey the right message, with every communication. In fact, 81% of consumers want brands to know when and when…