The Art of Personalisation: Humanising GenAI

Have you ever come across the first few lines of a blog or post and immediately felt like it was generic, straight from the house of ChatGPT? You're not alone. Many readers are looking for content that goes beyond the standard online fare, seeking insights and perspectives that come from real experience and expertise. This is where personalisation plays a crucial role.

Customer engagement has become a key focus for businesses looking to build lasting relationships with their audience. One of the most effective ways to engage customers is through personalised marketing efforts. However, personalisation at scale has long been a challenge for marketers.

What you need is GenAI which leverages the power of machine learning and data analytics along with the human touch to truly perfect the art of personalisation.

In a B2B setting, this is how we use GenAI to personalise content for our clients. We specialise in providing MarTech solutions for manufacturers, distributors, and services & technology providers. Here's how we work with GenAI to personalise content:

Data Collection and Analysis:

• Our team of data analysts gathers and analyses relevant data, such as customer behavior and preferences.
• GenAI processes this data to create detailed customer profiles and identify patterns and trends.

Strategy Development:

• Based on the insights from GenAI, we develop a tailored content strategy for each client.
• This strategy includes the types of content to create, the messaging to use, and the channels to distribute it on.

Content Creation:

• Our copywriters and content creators use the insights provided by GenAI to develop unique content.
• This content is tailored to address the specific needs and interests of the target audience.

Content Distribution:

• We use GenAI to determine the best channels and timing for distributing the content.
• This ensures that the content reaches the right audience at the right time.

Performance Monitoring and Optimisation:

• We continuously monitor the performance of the personalised content using GenAI analytics.
• We use this data to optimise the content strategy, making adjustments to improve engagement and conversion rates.

Feedback Loop:

• We use feedback from customers and clients to further refine the personalised content strategy.
• This iterative process ensures that the content remains relevant and effective over time.

Human expertise is crucial at every step of the process, from data analysis to content creation and optimisation. GenAI enhances the personalisation efforts by providing valuable insights and automation capabilities, but it's the human touch that ultimately drives the success of the personalised content strategy.

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