Despite ongoing advancements in artificial intelligence, only one in ten (13 per cent) marketers has started using AI to produce personalised experiences for their customers. That’s according to research from leading digital experience platform (DXP) provider Optimizely.
The research, based on a study of 100 UK marketing leaders, maps the maturity of personalisation across the UK, and explores the role of AI in digital experiences and personalisation.
While most marketers have adopted basic personalisation technologies, AI is not yet widely used in their campaigns. Currently, teams primarily use real-time segmentation (57 per cent have adopted), user segmentation (55 per cent), and dynamic content (51 per cent). A third of marketers (33 per cent) have also incorporated ‘hyper-personalisation’ into their campaigns — continuously personalising experiences using highly relevant real-time data.
Despite all these advances, 74 per cent say it’s still proving difficult to stand out with their current personalisation technologies. Three quarters (74 per cent) also worry that their current tech is out of date.
It’s clear that consumers are feeling this disconnect as well. According to related data from Optimizely, two-thirds of consumers (70 per cent) remain frustrated with ‘targeted’ promotions that don’t actually relate to their personal interests.
“While personalised experiences are a staple in today’s marketing landscape, our research exposes a critical gap between intention and execution,” said Shafqat Islam, CMO at Optimizely. “Marketers are beginning to recognise the power of AI-driven personalisation, but many aren’t harnessing its full potential. Consumers crave authenticity and see through generic promotions that don’t address their unique needs and preferences. It’s time for marketers to move beyond basic tactics and embrace AI to both create hyper personalised content and deliver those messages in a more automated way.”
By leveraging AI responsibly and ethically, marketers can unlock deeper customer insights, anticipate buyer behaviour, and create personalised journeys at scale that resonate at an emotional level. Through this, brands can improve differentiation, brand loyalty, and ultimately, drive real business growth.
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