AI-Powered Personalisation: Transforming Customer Experience at Scale

In today’s digital age, customer experience (CX) has become a crucial aspect of marketing strategies. One of the key elements of enhancing CX is personalisation. Personalisation involves tailoring products and services to meet the unique needs and preferences of individual customers. With the help of AI technology, marketers can now deliver personalised experiences at a scale never seen before.

At the recent CX Annual Symposium, industry leaders discussed the role of AI in powering real-time personalisation at scale. Companies like Starbucks, Livspace, Pepperfry, Axio, Oriflame, Franklin Templeton, and Godrej Enterprises shared their experiences in leveraging AI for personalised customer experiences.

Starbucks, for example, has built a robust dataset to deliver immediate and seamless experiences to customers, especially mobile app users. Livspace focuses on personalisation from the start, matching customers with the right designers to create a seamless home interior experience. Pepperfry uses customer data to refine communication and purchase journeys, while Axio tailors AI models to serve different segments of its user base.

Oriflame, a D2C brand, uses AI-driven personalised recommendations to enhance the shopping experience for its customers. Franklin Templeton analyses individual investment patterns to offer personalised investment suggestions. Godrej Enterprises, with its omnichannel presence, uses AI to deliver a unified customer experience across all touchpoints.

AI-powered personalisation not only makes brands more efficient in their strategies but also unifies the digital and physical worlds to deliver a consistent brand experience. The key is to find the right balance between AI models and human insight and empathy to create a competitive advantage.

The discussion at the CX Annual Symposium highlighted the transformative power of AI in enhancing customer experiences across various industries. As technology continues to evolve, brands that embrace AI-powered personalisation will be better equipped to meet the ever-changing needs and expectations of their customers. Subscribe to our newsletter for the latest insights and analysis on CX and AI technology in marketing.