THE USE OF AI TO ADVANCE PERSONALIZATION IN 2024

For years, Ascend2 has been providing marketing professionals with insights into the use of personalization in marketing. Each year, their research highlights a new trend in personalization, and this year’s focus is on the impact of AI on marketing personalization.

The combination of AI and marketing personalization presents unique opportunities for organizations of all sizes. It allows companies to customize their marketing strategies to suit individual preferences on a large scale, leading to stronger customer engagement, improved loyalty, higher ROI, and a more compelling brand experience.

So, how are marketing professionals planning to use AI to enhance personalization in the year ahead? To explore this, Ascend2 and our Research Partners conducted the “Personalization and AI 2024” survey, with 355 marketing professionals participating during the week of March 17, 2024.

Additional reports in the Ascend2 Marketing Personalization series include:

• Trends in Marketing Personalization 2023
• Personalization in Digital Marketing 2022

This Survey Summary Report, titled “The Use of AI to Advance Personalization in 2024,” reflects the perspectives of all market segments involved in the survey. Our participating research partners detail specific market segments separately.

Ascend2 created this report for you to use in your marketing strategy. Feel free to clip charts, reference them in your blog, or share them on social media, ensuring credit for the research as published.

We hope this report helps you plan how to leverage AI to elevate your marketing personalization efforts in the coming months.

The Ascend2 Research Team

RATING STRATEGIC SUCCESS

According to the survey, 24% of marketing professionals consider their marketing personalization efforts to be best-in-class for achieving their marketing objectives. Meanwhile, 71% rate their personalization efforts as somewhat successful, and only 5% report that personalization is not effective.

In an environment where personalization is a key driver of marketing success, these findings encourage a closer examination of the strategies and tactics that are proving effective. The goal is to help all marketing professionals elevate their personalization programs to new levels in 2024. This year’s report specifically focuses on the role of AI in enhancing personalization. PRIMARY BENEFITS OF PERSONALIZATION

The three most significant benefits of a successful personalization strategy are increased revenue (56%), enhanced customer retention (48%), and a better customer experience (45%).

Kudos to customer retention for securing the second spot among the top benefits for the second consecutive year. Retaining customers is crucial for businesses as it ensures stable revenue and builds brand loyalty, supporting long-term sustainability. By focusing on keeping existing customers, companies can lower churn rates, encourage repeat purchases, and gain from positive word-of-mouth referrals.

GREATEST CHALLENGES

The primary challenges to implementing a successful personalization strategy are budget and resources (43%), managing customer expectations (41%), and creating and delivering relevant content (40%). These challenges for 2024 are consistent with those faced in 2023. Content remains a key element for effective personalization, requiring marketing professionals to understand diverse audience segments and craft messages that cater to their unique needs and preferences. Achieving the right balance between customization and technology (24%) also involves effectively using data (21%) while preserving authenticity and the brand’s voice.

Discover how AI is transforming marketing personalization. Continue reading and download the full report to unlock key insights for 2024!

Related report: Revolutionizing customer-centric solutions with AI-powered advanced personalization | Core Media

• Methodology and Participants
• Introduction
• Rating Strategic Success
• Primary Benefits of Personalization
• Greatest Challenges
• Personalization Impact
• Measuring Effectiveness of Personalization
• AI and Personalization
• AI in the Year Ahead
• AI Challenges
• About Ascend2 Research

Number of Pages:

• 13 pages

Pricing: 

• Free

Methodology

Ascend2 benchmarks the performance of marketing strategies, tactics, and the technology that drives them with a standardized online questionnaire and a proprietary 3-minute Survey format. This survey was fielded to a panel of marketing professionals and marketing research subscribers.