Personalization at a new level: how AI helps create unique content for each audience

In the context of growing competition in the information field, the success of a business today largely depends on the ability to interact effectively with various audiences. Creating unique content for each target group allows better meeting customer needs, increasing loyalty and improving the company’s image, which affects profits directly.

Photo by Glenn Carstens-Peters on Unsplash

Benefits of content personalization

Each target audience has its own unique interests, values and needs. Created in accordance with them, rather than “shared” content allows:

Improve relevance. Business communication becomes clearer and more attractive to a specific target group. Research by Accenture shows that brands that actively use personalization can expect to increase revenue by 6-10%. At the same time, the key success factor is the use of customer data to create relevant content.
Make a personal connection. Audiences feel the brand is speaking directly to them, which helps build trust.
Improve customer experience. By providing information that is really important to the audience, the company helps it solve problems and close requests more efficiently, affecting loyalty directly and increasing the long-term relationship with the client.
Strengthen the brand. Consumers associate unique content with exclusivity, which means high quality. According to a study conducted by Epsilon, 90% of those surveyed say they find personalized content more attractive.
Increase engagement. People engage more with content that resonates with their interests and needs.
Increase conversion. Point-to-point delivery of the right content at a certain time encourages the user to perform targeted actions more effectively.
Make communication brighter and more individual. AI can generate ideas for content based on trend analysis and popular queries, which helps create a more creative and in-demand information product.

What AI technologies can be used to personalize content

The sphere of artificial intelligence (AI) is growing literally by leaps and bounds. Today, the following tools are available to businesses:

machine learning (ML) – algorithms that learn based on user data, their interests and behavior;
natural language processing (NLP) – technologies that allow AI to understand and generate text that is close to human;
recommendation systems – algorithms that analyze user preferences and offer them relevant content.

These technologies allow marketers and editors to understand the audience better, providing it with the most relevant and relevant content.

Also, AI has radically changed the segmentation of target groups. Traditional methods such as age or geography categories are being replaced by more detailed and precise approaches. For example, AI can analyze user behavior, taking into account factors such as the history of views and clicks – this allows to determine individual interests – and activity in social networks – it shows preferences.

In addition, AI can perform textual analysis – to study user reactions to certain topics and styles. And create content in large volumes, which invariably increases the possibility of personalization.

Market experience

Amazon was one of the pioneers in content personalization and maintains a leading position in the field to this day. The company uses ML algorithms to create custom recommendations. This strategy not just increases user engagement, but also increases conversion significantly. For example, the share of purchases on recommendations is up to 35% of all made on the platform.

Coca-Cola has implemented AI technologies to personalize marketing campaigns and interact with customers on social media. Audience data analysis allows a company to create content that resonates with specific segments of consumers, increasing the effectiveness of advertising activities.

Just be careful: why you shouldn’t completely trust AI content

Despite a number of advantages of AI, it still cannot replace the real author at some points. First of all, this concerns fact-checking – AI can make an error in the interpretation of data or even “invent” them. Also, complete automation when creating content can lead to a loss of emotional attachment – we can already observe this in the info field.

In addition, AI is completely incomprehensible to such moments as cultural and contextual features. Therefore, verification of its materials by humans is mandatory.

In general, participation of real writer in the content creation remains critical. It is optimal if he receives data on audience preferences from AI and cooperates with a digital assistant – this combination of high technology and creative intelligence allows him to build super-personalized, but at the same time high-quality communication.