How Can AI be Used to Personalise Things – The Business Edition

In today’s hyper-competitive market, businesses that can’t personalise their offerings risk falling behind. Artificial intelligence (AI) is no longer a futuristic fantasy; it’s the key to unlocking truly personalised customer experiences. This guide explores how businesses can leverage AI to deliver tailored products, services, and interactions that drive customer loyalty and boost the bottom line.

Imagine a world where every customer feels uniquely understood. It isn’t science fiction; it’s the reality AI is making possible. In this “Business Edition,” we’ll explore how AI can transform your business by:

 

1. Marketing Personalisation

i). Customer Segmentation

AI-driven customer segmentation allows businesses to analyse massive datasets to categorise customers into distinct groups based on demographics, behaviours, and preferences. It enables hyper-targeted marketing strategies that resonate deeply with each segment.

• Tools: Salesforce Einstein, HubSpot, Adobe Experience Cloud.
• Example: A fitness brand segments its audience into beginners, fitness enthusiasts, and professionals. Beginners receive educational content, while professionals get advanced training tips or premium equipment offers.

ii). Predictive Analytics

AI models predict customer behaviour by analysing historical data, giving businesses a competitive edge in planning effective campaigns. These insights help identify trends like purchase likelihood, customer churn, or seasonal preferences.

• Tools: IBM Watson Analytics, Microsoft Azure AI, Tableau.
• Example: A clothing retailer uses predictive analytics to anticipate demand for winter jackets in November and prepares tailored promotions in advance.

iii). Personalised Content

AI generates personalised recommendations, whether blog posts, videos, or product suggestions, boosting customer engagement and conversion rates.

• Example: Netflix’s recommendation algorithm curates movie and show lists for individual users based on their viewing history and preferences. Similarly, Amazon suggests products that align with a customer’s past searches and purchases.

iv). Dynamic Pricing

Dynamic pricing leverages AI to adjust prices in real-time based on demand, competition, and individual customers’ willingness to pay. It ensures optimal sales and profits while enhancing customer satisfaction.

• Example: An airline increases ticket prices for last-minute bookings while offering discounted rates to early buyers. Customers feel they’ve received fair pricing based on when they booked.

v). Ad Targeting

AI analyses user behaviour, browsing history, and preferences to create highly targeted ads that increase the likelihood of conversion. Thus, it improves the return on investment (ROI) for advertising spending.

• Tools: Google Ads (Performance Max), Facebook Ads Manager, AdRoll.
• Example: A skincare brand retargets users who viewed a product but didn’t purchase, showing them an ad offering a 10% discount. AI ensures the ad is displayed when users are most active during optimal hours.

 

2. Email Personalisation

Email remains a powerful marketing tool, and AI takes personalisation to the next level by making every email feel uniquely tailored to its recipient.

i). Tailored Recommendations

AI analyses user behaviour, purchase history, and browsing patterns to create personalised product or content recommendations for each recipient.

Many CRMs enable advanced recommendation features for email campaigns. These platforms integrate AI algorithms to predict user preferences with precision.

• Example: Amazon frequently sends emails suggesting products based on past purchases or items recently viewed by the customer.

ii). Dynamic Content

AI allows emails to include dynamic elements like personalised images, offers, or text that update in real-time based on recipient data, such as location or recent activities. Creating highly personalised and dynamic email content to boosts engagement rates.

• Example: Netflix emails feature recommendations with dynamic thumbnails and descriptions tailored to the recipient’s watch history.

iii). Send Time Optimisation

AI analyses user activity patterns and historical data to determine the best time to send emails to maximise open and click-through rates.

• Tool: Mailchimp and Sendinblue use AI to analyse recipient behaviour and suggest optimal send times.
• Example: A company identifies that a segment of its audience is most active during lunch hours, so it automatically sends emails to increase engagement.

iv). Behavioural Triggered Emails

AI automates emails triggered by specific user actions, such as browsing a product or abandoning a cart, and personalises them to encourage immediate responses.

• Tool: ActiveCampaign excels in automating behaviour-based email sequences.
• Example: An e-commerce site sends a cart abandonment email offering a 10% discount on the exact item the customer left behind, prompting them to complete the purchase.

 

3. Sales Personalisation

AI empowers sales teams with real-time data, predictive analytics, and tailored communication strategies to effectively drive conversions and close deals.

i). Lead Scoring

AI evaluates and ranks potential leads based on their conversion likelihood, helping sales teams focus on high-priority opportunities.

• Tool: Salesforce Einstein offers AI-powered lead scoring that integrates seamlessly into CRM workflows.
• Example: A real estate company uses AI to identify leads actively searching for properties based on their online behaviour and engagement history.

ii). Personalised Outreach

AI tailors sales emails, messages, and proposals by analysing a prospect’s interests, behaviours, and past interactions, making outreach more impactful.

• Tool: Outreach.io provides insights and tools for personalised sales outreach at scale.
• Example: A SaaS provider customises its outreach by referencing specific pain points or features that resonate with the recipient’s business needs.

iii). Predictive Sales Analytics

AI forecasts trends identifies upsell or cross-sell opportunities, and suggests actions based on customer behavior and historical data.

At Zartis, we can help you build a predictive analytics platform for your sales teams to make data-driven decisions.

• Example: A subscription service uses AI to predict which customers will likely upgrade their plans and proactively offers incentives to secure the upsell.

iv). Conversation Analytics

AI analyses sales calls and meetings to provide feedback on communication techniques, identify areas of improvement, and highlight practical strategies.

• Tool: Gong and Chorus.ai specialise in analysing and optimising sales conversations.
• Example: AI highlights phrases that consistently lead to positive outcomes, such as offering limited-time discounts or emphasising product value.

v). Chatbots and Virtual Assistants

AI-powered chatbots engage with prospects in real-time, answering questions, qualifying leads, and collecting valuable data for the sales team.

Maximise operational efficiency with AI-powered chatbots and virtual assistants tailored to enhance your teams performance.

At Zartis, we specialise in the development and deployment of cutting-edge generative AI chatbots, strategically crafted to enhance the productivity of every department, ensuring smarter and more efficient workflows.

• Example: A chatbot on an e-commerce site recommends products, provides discount codes, and collects user information for the sales team to follow up on.

 

4. Customer Support Personalisation

AI-driven personalisation in customer support ensures users a seamless, efficient, and highly satisfying experience. Here’s how businesses can leverage AI for personalised customer support:

i). AI Chatbots

AI-powered chatbots access customer data and previous interactions to provide instant, personalised responses. It reduces wait times and improves the overall customer experience.

Whether you need a customer-facing chatbot to provide instant support or an internal chatbot to assist teams with unique information to address customer needs, our solutions are tailored to your requirements. We specialise in building chatbots that integrate seamlessly with your systems, continuously learn and improve, and ensure reliable, secure performance.

• Example: A telecom provider uses AI chatbots to troubleshoot connectivity issues by referencing the customer’s device history and past tickets.

ii). Sentiment Analysis

AI analyses the tone and emotions in customer messages, enabling support teams to respond according to the customer’s mood and urgency.

• Tool: IBM Watson Tone Analyzer and HubSpot Service Hub offer sentiment analysis capabilities.
• Example: An airline’s customer service team uses AI to detect frustration in a tweet and prioritises the response with a personalised apology and solution.

iii). Predictive Issue Resolution

AI predicts potential problems based on past data and behaviours, offering proactive solutions before the customer encounters the issue.

At Zartis, we incorporate predictive analytics within our AI solutions to help businesses address customer concerns preemptively. 

• Example: A streaming service predicts when a user’s payment might fail and sends a personalised reminder with troubleshooting tips.

iv). Personalised Help Desks

AI customises support portals and FAQs to reflect users’ histories, preferences, and common inquiries, simplifying finding solutions. Leverage AI to deliver an authentic and unique customer support experience around the clock, without needing to deploy human agents 24/7.

• Example: An e-commerce platform tailors its help desk suggestions to display solutions for the user’s recently purchased items.

v). Customer Feedback Analysis

AI processes customer feedback to identify patterns, trends, and actionable insights. It allows businesses to refine their support strategies and enhance satisfaction.

• Example: A retail brand uses AI to analyse feedback from returns and adjusts its product descriptions to improve accuracy and customer confidence.

 

5. Product Personalisation

AI enables businesses to deliver tailored product experiences that resonate deeply with individual users, increasing satisfaction and retention.

i). Customised Recommendations

AI evaluates user behaviour, preferences, and purchase history to deliver highly relevant product suggestions, driving sales and engagement.

Leveraging historic customer data and predictive analysis, you can build advanced recommendation systems that make your customers feel like you know them well.

• Example: An online bookstore recommends books based on the user’s previous purchases, browsing history, and ratings.

ii). Personalised Product Design

AI leverages user data to inform the design of products that meet individual needs and preferences. GenAI solutions can help businesses create customisable products based on user feedback.

• Example: A fitness app allows users to customise their workout plans based on their fitness levels and goals, designed using AI insights.

iii). Inventory Optimisation

Excel at inventory optimisation with AI. AI predicts product demand based on past purchasing patterns and market trends, ensuring personalised recommendations are always in stock.

• Example: A fashion retailer ensures that the most recommended sizes and styles are always available in their inventory.

iv). Tailored User Experiences

Websites and apps can adjust their layout, content, and features in real-time using AI, creating unique experiences for each user.

• Tool: Optimizely and Adobe Target specialise in creating tailored user experiences.
• Example: A news app reorganises its homepage to highlight stories about the user’s favourite topics and regions.

v). Personalisation Engines

AI-powered personalisation engines continuously learn from user interactions to improve recommendations and experiences.

• Tool: Dynamic Yield is a top-tier AI personalisation engine that offers real-time personalisation across different platforms.
• Example: A travel booking site uses a personalisation engine to suggest destinations and travel packages based on the user’s search history and bookings.

 

6. Customer Journey Personalisation

AI enables businesses to optimise every customer journey stage, ensuring seamless, engaging, and relevant experiences.

i). Journey Mapping

AI creates detailed customer journey maps by analysing user behaviour, touchpoints, and interaction patterns, identifying opportunities for strategic AI personalisation.

Through custom solutions, we can provide you with AI-driven journey analytics and mapping to pinpoint critical moments in the customer experience.

• Example: A telecom company uses AI to map the journey of customers switching to a new plan, identifying when they are most likely to seek support and proactively offering assistance.

ii). Real-Time Personalisation

AI adjusts user experiences in real-time based on their behaviour and preferences, instantly providing relevant content, offers, or recommendations.

• Tool: Dynamic Yield enables real-time AI personalisation across digital platforms.
• An example is an e-commerce website that offers dynamic product recommendations and discounts based on the user’s live browsing behaviour, which increases conversions.

iii). Multi-Channel Personalisation

AI ensures consistency in personalisation across all channels—websites, apps, emails, and even in-store interactions—creating a cohesive brand experience.

• Example: A retail brand sends a personalised email, followed by in-app notifications and in-store suggestions, all reflecting the exact tailored offers.

iv). Customer Lifetime Value Prediction

AI predicts customers’ lifetime value by analysing their purchasing patterns, engagement history, and demographics. Businesses can then tailor their strategies to maximise this value.

• Tool: Salesforce Einstein provides lifetime value predictions integrated into customer relationship management (CRM) systems.
• Example: A subscription-based company predicts high-value customers and prioritises them with exclusive benefits and rewards.

v). Personalisation at Scale

AI simultaneously empowers businesses to deliver highly personalised experiences to millions of customers, maintaining quality and relevance.

• Tool: Google Cloud AI offers scalable AI solutions for enterprise-level personalisation.
• Example: Spotify personalises playlists for its vast user base, generating unique listening experiences for every customer daily.

 

7. Data Privacy and Personalisation

AI balances the power of personalisation with robust data privacy practices, ensuring ethical and transparent customer interactions.

i). Secure Data Handling

AI employs encryption, tokenisation, and advanced security protocols to handle customer data securely, ensuring compliance with privacy regulations like GDPR or CCPA.

• Tool: OneTrust focuses on data privacy management and regulatory compliance.
• Example: A healthcare provider uses AI to store patient data securely while providing personalised wellness recommendations.

ii). Consent Management

AI automates consent tracking, allowing users to control how their data is used while ensuring businesses respect these preferences.

Manage data consent and privacy preferences seamlessly.

• Example: A retail brand uses AI to allow customers to opt in or out of personalised marketing campaigns directly from their profile settings.

iii). Anonymised Data Analysis

AI analyses customer behaviour using anonymised data, enabling businesses to personalise interactions without compromising individual privacy.

• Tool: Differential Privacy Library by IBM offers AI tools for secure anonymised data processing.
• Example: A ride-sharing app uses anonymised travel data to improve its service routes without storing identifiable user details.

iv). Transparency in Personalisation

AI provides insights into how customer data is collected and used, fostering trust by being transparent about personalisation efforts.

• Tool: BigID helps businesses manage data transparency and compliance.
• Example: A financial institution shares a detailed summary with customers, explaining how their spending habits inform personalised budgeting tips.

v). Ethical Personalisation

AI can ensure personalisation strategies align with ethical practices, avoiding intrusive or manipulative tactics and focusing on adding genuine value.

• Tool: HUMAN Security helps maintain ethical AI-driven practices in marketing and personalisation.
• Example: A social media platform uses AI to recommend content that aligns with user interests while avoiding exploiting addictive behaviours.

To Sum Up

AI has the potential to revolutionise the way businesses personalise their interactions with customers, from marketing and sales to customer support and beyond. By leveraging AI’s capabilities, companies can deliver highly tailored experiences that meet customer expectations and drive growth and loyalty. The key is balancing AI personalisation with privacy, ensuring customer data is used responsibly and ethically.

From marketing and sales to customer journey optimisation, AI tools and techniques are helping brands connect more meaningfully with their audience. By embracing AI-driven personalisation, businesses can stay ahead of the competition, build stronger customer relationships, and drive measurable results. Start integrating AI into your personalisation strategy today for a brighter, more customer-centric future.

 

How Zartis Supports AI-Driven Personalisation

At Zartis, we specialise in helping businesses leverage cutting-edge AI technologies to create personalised experiences that drive engagement and results. With expertise in custom software development, AI integration, and consulting, we enable brands to unlock the full potential of AI-driven personalisation.

Our engineers has successfully delivered AI-powered solutions for businesses across industries, from e-commerce and healthcare to SaaS platforms. By partnering with Zartis, you gain access to a trusted technology partner committed to driving your success.Whether you need tailored AI solutions for real-time customer interactions or predictive analytics for personalised recommendations, our team offers expert guidance to meet your unique business needs.

Ready to take your business personalisation to the next level? Explore our AI services and start your AI-powered transformation journey today!