Consumers crave connection and customization. In fact, 81 percent of consumers prioritize retailers who offer a personalized experience.
And AI seems to be the shiny new solution to scale personalization, with intuitive and automated features that track a shopper’s every move across multiple channels to then curate an experience based on those actions.
Yet, the question remains: Does this solution feel personal, or does it feel more like calculated stalking?
The fine line between anticipating needs and coming on too strong is one that AI-powered marketing automations may be crossing, based on three separate studies conducted in 2024.
According to survey results, 44 percent of American shoppers feel “ignored” by the ads they receive from businesses and 72 percent would rather not buy from brands who make them feel ignored. Yet, 68 percent of those surveyed also expressed “hate” at being followed by targeted and personalized ads created with AI technology.
So how do you make shoppers feel less ignored in an authentic way? These studies captured insight on that, too — and the answer has to do with value. Consumers want to feel valued as individuals and feel a connection with brands through shared values. In fact, 75 percent of those surveyed prefer to support businesses that share similar values and would even pay more to do so.
3 Cautious Considerations for Using AI to Create Marketing Automations
- AI technology will never replace human authenticity. If you use AI tools to create automated marketing campaigns, be sure to review all messaging for opportunities to further personalize. Show off your brand personality. And be transparent.
- Pay attention to timing and frequency. Abandoned cart emails and retargeting ads are nothing new, but what might initially be viewed as helpful can quickly become mildly annoying or downright invasive. Be strategic and sparing with your targeted automations to avoid negative repercussions.
- People matter. The recipient of every ad and email is a person. As AI continues to advance, it will likely become more challenging for consumers to decipher between what is artificial and what is real. But the customer is always real. Marketing metrics aren’t just numbers — they’re human beings.
Artificial intelligence certainly isn’t going anywhere, and it can offer helpful solutions to scale your business in ways that benefit your customers, too. If you opt to incorporate AI into your marketing strategy, keep in mind the power of true personalization. It’s something no robot can ever fully replicate.
