Hyper-Personalisation with AI: Marketing from the future?

• What is Hyper-Personalisation?
• The Power and Responsibility of using Hyper-Personalisation with AI
• The Future of Marketing: Connections over Conversions

Marketing seems to be evolving at a faster rate than ever before, and staying ahead of the curve is not just an advantage; it’s a necessity.
As we rattle through the year, one trend that feels like it’s not going anywhere is AI, and for those of us over the 40 landmark, one AI Marketing gimmick/concept that feels like it’s been directly downloaded from the future is Hyper-Personalisation powered by AI.

And don’t worry I’m going to ramble about custard creams too, so read on…

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What is Hyper-Personalisation?

And why does it sound like something that an AI dreamed up…

Hyper-personalisation is simply where your automated interactions feel like they’re genuine and like they are talking directly to the customer.

Not just a chatbot empathising or pretending to relate to them, but like it knows the customer and cares.

Gone are the days of one-size-fits-all marketing strategies.

The capabilities of AI mean we’re heading towards an understanding of our audience on an almost telepathic or psychic level. (And I’m a sceptic…)

This is Marketing with the capability of an AI Mystic Meg.

We’ll be able to predict customer behaviour, preferences, and needs with next-level accuracy. Imagine receiving messages so tailored to your interests and life moments that they feel like they’ve been written just for you. Tesco was always brilliant at this with the data their Clubcard provides, but this will be accessible to any company that decides to jump in with both feet.

The Power and Responsibility of using Hyper-Personalisation with AI

It’s not just about addressing the customer by name; it’s about creating experiences that resonate on a personal level, making every interaction feel unique and special.

The issue currently is that so few know how to harness Large Language Models (LLMs) to make them seem authentic.

Those that do it half-heartedly will create a monster…
Those that use it in the right way will provide a customer experience so good that the end-user couldn’t tell the difference.

But here’s the twist: with great power comes great responsibility.

GDPR was a huge shake-up in 2015. It felt like the Y2K of the Millennial marketing world. The deadlines loomed, and we panicked, but we had at least got a deadline for both. As we head towards using AI to personalise marketing efforts, what about the ethical considerations of privacy and consent? People get freaked out when they see an advert after having a chat with a friend about the very same product…

Cries of “Our phones are listening to us!” are quite common, but often it’s the nuances that you wouldn’t notice that have brought the ad to you, at least we hope so!
So how will people feel when predictions can be even closer than before? And when combining hyper-personalisation with AI, how do we balance the use of our customer data to make it helpful not creepy?

The Future of Marketing: Connections over Conversions

For me, the future of marketing is not just about how well we can target our audiences, but how respectfully we treat their data.

After all, the goal should be to create connections, not just conversions.

If your time with a customer or client is so fleeting that there is zero connection, there’s zero loyalty.

Obviously it depends on your product/service/platform, but imagine you’re buying biscuits. You can throw them in your shopping cart and the job’s done.

Who’s your preferred brand of custard creams? If you have one, well done. I’ve not got a clue… But do I love custard creams? Yes. Of course!
Now imagine if your brand was that faceless? People know they want your product/service, the custard cream if you will, but they’re not bothered where from. They might go to Uber/Deliveroo. They might get next day with Amazon, or perhaps just add it to a list for when they’re next passing the supermarket.

Now imagine a maker of Artisan Custard Creams is a thing. You meet them at a market, you pay more than you would expect to pay for custard creams, but the results are incredible. Tick, tick, tick. Happy days.

But this is only half the story…
Imagine they were kind, friendly and gave you their details saying that they would love to talk about sending you some custard creams in the future. You’ve both got a golden retriever that’s a bit nuts, you don’t really like socialising even though you’re really sociable… Wait… that’s a bit too close to the bone… But you get my point.
Now imagine that the stall was unmanned, you bought the biscuits, you left it at that. That’s when those custard creams were just a nice treat, not something you’d actively get again. In the first example, the connection is what makes that difference. They both got the sale, and both times you got amazing custard creams, but the personalisation and connection that was made is the key to future interactions.

If done right, an AI starting this process could be a game changer. But just like the time and effort needed to attend that makers market for the maker, companies have to put the work in and provide an experience that’s honest and genuine. No easy task if you’re not serious about it!

Anyways, enough about custard creams… Do you think we are ready for the era of hyper-personalisation with AI? 🤖

Don’t forget if you’re looking to embrace the power of automation and streamline your business operations, consider getting in touch with Create Better Things. Our team of experts can help you with the latest technologies and implement tailored solutions to enhance your marketing efforts while ensuring compliance with data privacy regulations.

Contact us today to learn more about our services and how we can help you thrive in the era of hyper-personalisation with AI and automations.

Sam Company Owner

I've been called the Swiss Army knife of business, and I'm here to help you get where you need to be. Having got to the top of my game (not the game, my game), I decided it was time for a change. I founded Create Better Things Ltd with a vision to help myself and others thrive.

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