It's not just streaming services either - brands everywhere are using AI to swap generic content for stuff that speaks to you personally. Pretty cool how machines are getting smart enough to know what we want before we do.
AI is changing how brands talk to you
Ever notice how the internet seems to know exactly what you want to see? That's not just clever marketing. It's AI doing what it does best: turning mountains of data into content that feels made just for you.
Brands are going all-in on AI personalisation, and the numbers back up why. IBM's latest research shows three in five of us actually want AI helping with our shopping. And here's something wild—companies that nail personalisation are banking 40% more revenue than their slower-moving competitors.
Behind the screens with personalisation
Take Jopwell, a career platform connecting Black, Latinx and Native American talent with employers. Their AI looks into what makes each job seeker tick, from their career moves to which emails they open, helping match the right person with the right opportunity. The result? Their email open rates are hitting nearly 30%, way above the industry average of 21%.
Or look at MovingWaldo, a digital concierge for movers. They're sending over 100 super-targeted emails monthly, but here's the cool part—they're going beyond guessing what people need. Their AI tracks everything from when someone's planning to move to whether they've checked out the French or English website. Essentially, you can tap into something that remembers every detail about your move and shows up with exactly what you need, right when you need it.
Some companies are taking this to the next level. Sephora's companion app remembers every product you've tried on in-store and uses that information to make smarter recommendations. Starbucks' app knows your coffee order changes based on the weather or time of day.
And it’s all powered by AI that’s constantly learning from how millions of customers behave. It’s working, too. Companies using this technology are seeing their customers stick around longer and feel more appreciated by the brand.
Making it personal (without being creepy)
McKinsey found that 71% of us expect companies to deliver personalised service these days. But 67% of people still get frustrated when brands miss the mark. If someone forgets something important you’ve told them, then you’re going to be left frustrated. It’s no different with our relationship with brands.
Smart companies are using AI to find that sweet spot between helpful and perhaps a little too personal. They're looking at factors like:
- When you're most likely to open emails
- What kind of content gets you clicking
- How you move through their website
- What you've bought before
It all comes down to using the data smartly, and the best brands are creating what they call "omnichannel personalisation" (fancy way of saying they're making sure you get a consistent experience whether you're on their app, website, or in their store, receiving emails, on social media or just about anywhere else they engage with you).
What about privacy concerns?
Of course, it's not all smooth sailing. Privacy's a concern—people want personalised experiences but don't want to feel like they're being watched. And AI can sometimes get stuck in its ways, showing you more of what you've already seen instead of helping you discover new things.
But when brands are upfront about how they're using AI to personalise what you see, people usually don't mind. They just want to know what's happening with their data and see some value in return.
What's coming next in AI personalisation?
The future of AI personalisation is looking pretty exciting. We're moving toward what industry folks call "hyper-personalisation", where AI doesn't just know what you like, but understands the context of when and how you might want it.
Imagine content that automatically adjusts based on whether you're having your morning coffee or unwinding after work. Or websites that change their layout based on how you prefer to browse. That's not sci-fi - it's happening now.
Why it all matters
AI personalisation can help cut through all the noise online and show people content that actually matters to them. For businesses, it means less time and money wasted on content nobody wants. For customers, it means less time scrolling through irrelevant topics to find what they need.
The brands getting it right aren't necessarily the ones with the biggest AI budgets. They're the ones using AI to understand what their customers actually want and need. MovingWaldo's not trying to be Netflix—they're just trying to make moving less of a headache. Jopwell's using AI to help people find jobs where they'll actually fit in and thrive.
Now it’s personal
That's what good AI personalisation looks like—technology that makes content better for real people in real ways. It’s certainly what we do at Conturae, and you can do the same with our free Brand Assistant and Repurposer tools, taking your existing content and expanding on it so it’s even more personalised to your audience.
