Why the personal touch is crucial to keeping your customers engaged

When AI doesn’t deliver

To solve this problem, most brands today are incorporating some version of AI tooling into their workflows. But where do those tools fall short? To start, large language models (LLMs) don’t have access to specific and relevant information about your brand or your audience, so all the content an LLM generates doesn’t have your brand voice and it doesn’t target specific readers. Instead of standing out and capturing attention, the content fades into the background.

To produce truly worthwhile content, brands need to direct AI in smart and specific ways. However, directing AI technology still involves drawing on development resources and using manual processes that slow down time to market. These processes are also tremendously difficult to scale.

Traditional content management systems, add-on products and legacy solutions might paint a picture of sunshine and rainbows, promising to seamlessly integrate with your brand to create personalised digital content. But the reality is usually a lot messier. Add-on and hacked-together solutions quickly become a drain by locking your company into inflexible and outdated workflows, while saving you little time. Meanwhile, other simpler, free tools just don’t measure up when it’s time to scale.

That’s why you need a different kind of solution from a different kind of company, built in the modern era and focused specifically on innovating solutions for the new landscape of personalised digital experiences.

AI is good but not good enough

While AI offers remarkable potential for creating personalised experiences, it isn’t enough on its own. AI is incredibly powerful at generating content and predicting customer behaviour. Still, it must be finely tuned to your brand’s unique voice, values and product information to unlock its full potential to truly connect with your customers.

​​Getting AI to know your brand and voice

The effectiveness of AI-driven personalisation hinges on its ability to reflect your brand’s personality and communicate authentically with your audience. AI models must be trained on your brand’s specific data, encompassing unique value propositions, preferred messaging styles and linguistic nuances.

This ensures that every piece of content accurately reflects your brand and resonates with your target audience, fostering genuine connections and enhancing brand loyalty.

Jumpstarting the decision engine for personalisation

Creating AI-generated, brand-relevant content is just the beginning. The next step is integrating this content with a robust decision engine capable of discerning which content should be served to each user in real time.

This decision engine evaluates various factors ­– user behaviour, preferences, contextual triggers – to adjust and deliver personalised experiences that captivate and convert dynamically.

Importantly, the engine needs to be integrated into the CMS and operate with few to no IT dependencies if you’re truly considering scalable personalised content. 

Automation at scale

To make this all work at scale, the entire process must be automated. This involves leveraging our advanced tools, such as Automate, to seamlessly integrate AI capabilities with automation workflows. And we’re not just talking about automating the behind-the-scenes processes that creatives and content authors never see. We mean automating the creation process itself, to reach maximum scalability and maximum impact – from creation to delivery.

By automating these labour-intensive processes, businesses can ensure consistency, speed and accuracy in delivering personalised content across all customer touchpoints, regardless of how baffling the maths may be.