Personalized experiences are everywhere, and consumers expect and value individually relevant digital experiences from brands. Huge brands like Amazon, Google and Netflix have already trained consumers to accept and value individualization as part of their digital journey. Amazon presents relevant home pages with content “related to” and “inspired by” the items you recently viewed. Netflix recommends shows you might like based on shows you watched previously. And Google “auto-fills” search suggestions to help you find what you’re looking for faster.
What’s making these individually relevant experiences possible? It’s not the content itself—it’s actually the artificial intelligence that’s connecting data about what customers want and value to data about a piece of branded content, aligning the most relevant piece of content to each individual.
There’s a strategic relationship between individualizing content experiences, artificial intelligence and real-time data. By analyzing customer data, machine-learning algorithms enable marketers to offer a hyper-personalized content experience. These algorithms also analyze content performance data, revealing which content types are most engaging so teams can optimize content creation efforts.
In 2019, brands are becoming more invested in how artificial intelligence will shape their individualization strategies. To help further our understanding of this trend, we rounded up some of the most insightful statistics on content individualization and artificial intelligence.
When it comes to content creation, artificial intelligence is positioned to disrupt the creative process and how creative teams deliver better and more effective content. Gartner reports that 90% of brands will use some form of marketing personalization by 2020. However, most will fail to produce optimally personalized content. The solution to producing more and better content is in artificial intelligence. By 2022, content creators are expected to produce more than 30% of their digital content using artificial intelligence, which will enhance productivity and ad effectiveness.
Data suggests brands are also doubling down on artificial intelligence for its effectiveness. According to Forrester, 53% of marketers say artificial intelligence will boost marketing effectiveness in driving revenue. By 2023, autonomous marketing systems like individualization platforms will deliver 55% of cross-channel marketing content based on real-time customer behavior and data. According to Gartner, this will result in a 25% lift in response rates.
Finally, brands are reporting that artificial intelligence can deliver operational efficiencies that optimize how teams spend their time. The Relevancy Group reports that machine learning can save marketers nearly one week’s worth of work spent on manual processes. The research shows that most marketing teams spend more than 36 hours per week on manual email segmentation. 70% of marketers surveyed reported that machine learning would eliminate these manual processes and allow them to shift those work hours to more strategic initiatives, like program planning and scaling.
Learn more about what it takes to master content individualization using artificial intelligence in our guide: How to Master Individualization to Delight Your Customers.
Marissa leads marketing at OneSpot.