Press
Only one in ten marketers is using AI for personalization
Research from Optimizely shows slow adoption of AI, despite major opportunities for marketers
LONDON, 12 March, 2024 – Despite ongoing advancements in artificial intelligence, only one in ten (13%) marketers has started using AI to produce personalized experiences for their customers. That’s according to research from leading digital experience platform (DXP) provider Optimizely.
The research, based on a study of 100 UK marketing leaders, maps the maturity of personalization across the UK, and explores the role of AI in digital experiences and personalization.
While most marketers have adopted basic personalization technologies, AI is not yet widely used in their campaigns. Currently, teams primarily use real-time segmentation (57% have adopted), user segmentation (55%), and dynamic content (51%). A third of marketers (33%) have also incorporated ‘hyper-personalization’ into their campaigns — continuously personalizing experiences using highly relevant real-time data.
Despite all these advances, 74% say it’s still proving difficult to stand out with their current personalization technologies. Three quarters (74%) also worry that their current tech is out of date.
It’s clear that consumers are feeling this disconnect as well. According to related data from Optimizely, two-thirds of consumers (70%) remain frustrated with ‘targeted’ promotions that don’t actually relate to their personal interests.
"While personalized experiences are a staple in today's marketing landscape, our research exposes a critical gap between intention and execution," said Shafqat Islam, CMO at Optimizely. "Marketers are beginning to recognize the power of AI-driven personalization, but many aren’t harnessing its full potential. Consumers crave authenticity and see through generic promotions that don’t address their unique needs and preferences. It's time for marketers to move beyond basic tactics and embrace AI to both create hyper personalized content and deliver those messages in a more automated way.”
By leveraging AI responsibly and ethically, marketers can unlock deeper customer insights, anticipate buyer behavior, and create personalized journeys at scale that resonate at an emotional level. Through this, brands can improve differentiation, brand loyalty, and ultimately, driving real business growth.
To learn more about personalization with Optimizely, visit https://www.optimizely.com/personalization/
About Optimizely
At Optimizely, we're on a mission to help people unlock their digital potential. We do that by reinventing how marketing and product teams work to create and optimize digital experiences across all channels. With Optimizely One, our industry-first operating system for marketers, we offer teams flexibility and choice to build their stack their way with our fully SaaS, fully decoupled, and highly composable solution. We help companies around the world orchestrate their entire content lifecycle, monetize every digital experience and experiment across all customer touchpoints – all through Optimizely One, the leading digital experience platform that powers every phase of the marketing lifecycle through a single, AI-accelerated workflow.
Optimizely has nearly 1500 employees across our 21 global offices and has 700+ partners. We are proud to help more than 10,000 businesses, including H&M, PayPal, Zoom, and Toyota, enrich their customer lifetime value, increase revenue and grow their brands. At Optimizely, we live each day with a simple philosophy: large enough to serve, small enough to care. Learn more at optimizely.com.
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