Only For You
Imagine this article, written by me, only for you. Words chosen carefully to have the impact you want them to have. Content length tailored to your attention span when you open it, with variability depending on the day of the week. With or without visuals, what do you prefer? Perhaps it is delivered via your voice of choice. Or you might want to actually watch this. On your phone, laptop, or printed in a book alongside other relevant articles. Is this scary or exciting?
Online personalization has not been great until now. We all know the feeling of being spammed by flights to Paris ads after we have already purchased the ticket. Newsletter open rates might be ok, but click-through rates are very low. When we search, the first results are sponsored links, someone paid for that position, yet the content won't probably be what we're seeking. A great example is when you search for a company and the first sponsored link belongs to the main competitor. I guess it all depends on your strategy.
We can do better. Generative AI makes it easy to adapt the content to the profile of the reader. By logging previous actions in your systems, predictive analytics, powered by machine learning, can anticipate the most relevant content to offer next. You can conduct extensive A/B testing, daily. The technology exists; the main challenges are in processes and integrations: all systems involved need to talk to each other and work in cooperation. And you might want to be less dependent on third parties to enhance the value of your most previous asset, data. Empathy is a must. A significant challenge is how not to be intrusive and make sure the customer feels good with the information that is presented to them. In this context, AI and traditional Machine Learning can play a pivotal role. Are you taking care of your data and preparing for the future?
In all this, a core component is language. Your favourite brand needs to communicate with you in your language. Also, talk to you in your language. They won't sell otherwise. You don't need to feel that the customer service is not at the level of the product you're buying because of geographical differences. Translation AI, previously known as Machine Translation, has been available for several decades, although the technological advancements have been game-changing since 2017. The next wave will be driven by Generative AI and Large Language Models. Furthermore, the progress in speech recognition and synthesis has been remarkable, enabling voices to convey the personal touch you deserve, in your language.
The future of personalization is exciting, don't you think?
Made for systemic design thinking
11 个月And then, if we all as society fail by not being able to evolve, as the power of AI tech requires, sooner or later we′ll be facing same old story, history repeating (no surprise), but this time with a stunning (in the beggining) level of highly tuned lightspeed accurate custom messages with sharp defined details for every specific individual impacted (nuts for a well tunned agent gpt), if this advance ends just used to make upselling, cross selling, x-selling, whatever with monetary benefit in its core strategy...Nothing changes. If (many) companies continue with the poor short term vision strategy of taking their customers as something to squizze until drained, now with new convenient "creative" use of such amazing new tech just to improve their gains balance, we′ll be condened to perpetuate a poor minded and quality lacked of any valued virtue as society.?(continued in the next comment)
Made for systemic design thinking
11 个月(As I was saying in the previous comment) In fact, this time could be even worst, -> here′s a big issue to observe at short distance; there′s such a fine line between getting that `wow effect′on customers by impacting them with such accurate communication approaches, with data revealing aspects of their very particular personalities, life style and type of consume habits/ typical behaviors and, ->this is the point, ->to fail completely and?become a creepy agent suddenly showing up behind the corner, a brand/company that manages such detailed information of their customers, information that customers maybe never figured out how it was collected, how they spreaded it anytime, how is being/could it be proccessed, who is really talking to them in such intimate tone (if not managed with the respect and tact it deserves) and what are the real intends behind it, or what could be if managed unresponsibly... AI is a mayor advance for humankind and it will change everything, but our values need to be fine tunned as well as the best agent gpt, even if AGI development is as near as it seems to be as a reality not so far.
CEO @Kobalt - Global Content Solutions for International Brands
1 年Privacy here is a BIG concern.
International Project Management, Business Development & RFPs. Generating efficient solutions for your Global Content Strategies.
1 年Totally relates to conversations that are happening in Marketing, User Acquisition (and even monetization) of apps, games... This was one of the recurrent topics at #gamesforum Barcelona event this week. Written content, Images, even Video, totally customized to each and every individual. In a way also a frightening thought, considering that inside a certain environment, if as a user I'm interacting in certain way, I could be sold certain products, even being manipulated to push for that urge to press that buy button. Interesting ethic dilemma too. Thanks for the article Diego Bartolome. Definitely something we will be seeing more and more.