How AI is transforming the personalization of the customer experience

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Introduction

In a world where consumers are constantly in demand, standing out from the crowd has become a real challenge for brands. Today, personalisation is at the heart of customer loyalty and engagement. But how do you offer each customer a truly unique experience? Artificial intelligence (AI) enables brands to create bespoke experiences, analysing massive volumes of data and adapting interactions in real time.In this article, we explore how AI enables advanced personalisation and why it has become essential for brands that want to engage and retain their customers over the long term.

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1. Why is personalisation crucial for brands?

Consumers increasingly expect a personalised experience that responds to their tastes, preferences and needs. According to a study by Accenture, 91% of customers are more inclined to buy from brands that provide them with personalised offers and recommendations. Personalisation is no longer just about calling customers by their first name in an email; it's about offering them a unique experience that accompanies them throughout their purchasing journey.

• Impact for brands : A personalized customer experience increases satisfaction, strengthens loyalty and generates higher conversions.

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2. AI at the heart of product recommendations and personalised content

One of the most common examples of personalisation using AI is the recommendation engine. Machine learning algorithms analyse buying behaviour, browsing history and even implicit preferences to suggest relevant products or content.

• Exemple : Amazon uses AI to recommend products to its users based on their past searches, purchases and similar products viewed by other users. This increases the likelihood of purchase and the average shopping basket.
• Benefit for brands : Personalized recommendations increase sales by suggesting products that customers are genuinely interested in, thereby improving the conversion rate and average basket value.

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3. Personalising interactions in real time

Thanks to AI, brands can adapt their interactions based on customers' actions in real time. For example, when a customer visits a website, AI can analyse their behaviour (such as pages visited, time spent on each product) and adapt the content displayed according to their interests.

• Exemple : Netflix uses AI to personalise the thumbnails of films and series according to the visual preferences and genres enjoyed by each user. This type of real-time personalisation enhances the user experience and encourages engagement.
• Benefit for brands : Real-time personalisation captures the customer's attention at every stage, increasing engagement and the likelihood of purchase.
  

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4. Emails and marketing messages tailored to the customer's profile

Email and notification marketing campaigns are also benefiting from the power of AI to offer greater personalisation. Rather than sending the same emails to every customer, brands can use AI to create targeted campaigns that respond to individual interests.

• Exemple : A fashion brand can send personalised emails based on the product categories that each customer visits the most, with suggestions based on their previous purchases and seasonal trends.
• Benefit for brands : Personalized emails generate higher open and click-through rates, increasing the effectiveness of campaigns and maximizing conversions.

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5. AI chatbots for a personalized, instantaneous customer experience

AI-powered chatbots have become an effective way of offering personalised assistance in real time. They can answer customer questions, recommend products and even suggest solutions based on each user's preferences.

• Exemple : Sephora's chatbot uses AI to recommend products based on the user's beauty preferences, trends and previously consulted products. This improves the customer experience by making every interaction more relevant and faster.
• Benefit for brands : Chatbots personalise customer interaction while reducing customer service costs and offering 24/7 support.

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Conclusion : AI, a strategic lever for customer personalization

Today, AI enables advanced personalisation that goes far beyond traditional approaches. By analysing behaviour, adapting in real time and offering a bespoke customer experience, brands can transform customer engagement and loyalty. AI-powered personalisation has become a key competitive advantage for businesses that want to stand out in an increasingly competitive market.Investing in AI solutions to personalise the customer experience is now essential for modern brands that want to build loyalty and sustainably engage their audience.‍

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