Prime 7 use circumstances for AI personalization in advertising and marketing

As a marketer and client, few can clarify the influence of AI personalization fairly like yours actually.

I’ve created (and acquired) a whole lot of customized advertising and marketing belongings in my day, and it’s crystal clear when one thing was created in a half-hearted effort, versus when it’s tailor-made to 1’s particular pursuits and behaviors. The latter makes each of my alter egos smile, and lots of it’s because of synthetic intelligence.

In case you’re fascinated with utilizing AI personalization advertising and marketing to succeed in your clients, I put collectively this information to assist.

Desk of Contents

Able to personalize at scale? Discover content material personalization via HubSpot with a free demo.

AI personalization tailors experiences to every buyer utilizing synthetic intelligence (which is why it’s a essential a part of the tailor stage in Loop Advertising).

Not like conventional personalization, which depends on handbook guidelines and static segments, AI personalization adapts in actual time based mostly on person conduct and knowledge. It repeatedly learns from interactions like electronic mail clicks and web site visits to ship more and more related content material, suggestions, and experiences. 

However how does it do that? AI can understandably get fairly technical, so I’ll attempt to clarify it as merely as attainable.

At its core, AI personalization works utilizing three key capabilities:

1. Conduct Monitoring — AI displays how clients work together throughout all touchpoints, from shopping patterns to buy historical past, constructing a complete understanding of particular person preferences. It additionally compares these to the typical journeys of patrons to know what behaviors sometimes result in a sale.
2. Actual-Time Adaptation — As clients interact together with your model, AI immediately adjusts the expertise based mostly on their present conduct and context, making certain each interplay feels related and intuitive.
3. Predictive Suggestions — By analyzing patterns throughout hundreds of thousands of knowledge factors, AI anticipates what clients need subsequent and presents it to them. This will embody the next pure content material within the purchaser’s journey or perhaps a associated product after a purchase order.

This dynamic strategy means AI doesn‘t simply personalize based mostly on who your clients are — it personalizes based mostly on what they’re doing proper now and what they’re prone to do subsequent.

Fashionable entrepreneurs aren’t any strangers to utilizing AI via advertising and marketing automation instruments to set off workflows to ship emails, nurture leads, and full inside duties. Automation instruments are glorious for streamlining recurring issues like this.

The distinction with utilizing AI for advertising and marketing personalization is that it’s dynamic. It may collect and interpret knowledge, establish tendencies and alternatives, and, in flip, adapt the copy delivered within the electronic mail, the supply behind the call-to-action, or the content material on the web site web page. Which means slightly than being a instrument to assist streamline actions, AI can really make it easier to personalize the actions on a deeper stage.

Not solely does personalization assist improve gross sales, however 94% of entrepreneurs additionally say {that a} customized expertise impacts their firm’s gross sales.

In case you’re like most entrepreneurs I do know, you have already got dependable advertising and marketing automations arrange, however if you wish to kick it up a notch, add AI personalization into the combo. In keeping with entrepreneurs I spoke with, and trade analysis, listed below are the important thing advantages driving 92% of organizations to undertake AI for personalization:

Enhanced Buyer Expertise and Engagement

Section discovered that 4 in 5 (81%) organizations consider latest AI expertise has the potential to positively influence buyer experiences. Why precisely?

Simply take into account your individual each day experiences of Spotify refreshing your Uncover Weekly playlist or your favourite retailer emailing with a free reward in your birthday. They’re utilizing knowledge to create experiences that really feel only for you. AI makes each interplay really feel uniquely crafted for you — and admit it, you find it irresistible. I do know I do.

This stage of personalization drives actual outcomes. Don’t consider me? In keeping with Medillia, 82% of shoppers say personalization drives model alternative.

Simpler to Scale

As James Brooks, marketer and founding father of Journorobo, places it: “AI offers us the chance to scale the unscalable.”

I imply, give it some thought. Earlier than the web, personalization in gross sales and advertising and marketing primarily meant giving every prospect or buyer one-on-one consideration. You wanted to spend high quality time with them, make them really feel particular, and genuinely understood. (Ala Don Draper in Mad Males.) Sadly, nobody actually has that point anymore — particularly with excessive income objectives. AI can save the day.

Brooks provides, “The secret is utilizing this creatively, thoughtfully, and placing the hassle in upfront. In case you put the hassle in on the entrance finish and create an excellent, thorough immediate, it should serve you for months or years to return, each day, on autopilot.”

Learn: The way to Use AI Personalization Techniques to Scale Advertising Development

Improved Advertising Effectivity

AI does not simply enhance outcomes — it basically adjustments how effectively you’ll be able to obtain them. By automating the evaluation of buyer conduct and the supply of customized experiences, AI frees your group to give attention to artistic technique slightly than execution.

For instance, as a substitute of manually creating dozens of electronic mail variations for various segments, AI can robotically generate and take a look at 1000’s of customized messages, studying what works greatest for every particular person buyer.

Measurable Income Affect

Maybe essentially the most compelling profit is the direct influence on the underside line. Personalization isn‘t nearly making clients smile — it’s about driving measurable return on funding. And that is greater than anecdotal.

Medallia discovered that manufacturers that charge their personalization capabilities the best are practically 2x as prone to obtain main income progress. Extra particularly, in line with McKinsey, personalization can decrease buyer acquisition prices by as a lot as 50%, elevate income 5% to fifteen%, improve advertising and marketing ROI 10% to 30%, and enhance buyer outcomes.

Ninety-six % of entrepreneurs additionally say {that a} customized expertise will increase the possibilities of folks turning into repeat clients.

Professional Tip: Make investments time upfront in creating detailed immediate templates. Doc what works and construct a library of confirmed prompts your group can reuse and refine. Undecided the place to start out? Take a look at our free useful resource, “1,000+ AI Advertising & Productiveness Prompts.”

Technical Complexity

Advertising personalization at scale can’t be finished simply by typing just a few prompts into an AI agent. Until you’re utilizing a advertising and marketing instrument like HubSpot that has native AI personalization options, you’ll seemingly want to know APIs and the way AI integrates together with your current advertising and marketing stack.

The Resolution: “Thankfully, with the rise in ‘no-code’ instruments, it is by no means been simpler to faucet into APIs and automate your advertising and marketing,” says Brooks. “I like to recommend trying out instruments like Make.com and Zapier that natively join together with your favourite advertising and marketing instruments and AI platforms like OpenAI. A little bit YouTube-ing can even go a protracted technique to studying these things.”

HubSpot additionally has connectors for each Claude and ChatGPT.

Sustaining Human Connection

AI personalization is a little bit of an oxymoron. The reality is, the extra synthetic intelligence handles personalization, the better the chance of dropping the human contact that fosters real relationships with clients.

The Resolution: Use AI to reinforce, not substitute, communication and creativity. Let AI deal with knowledge evaluation and sample recognition whereas your group focuses on technique, artistic route, and constructing genuine model connections. Probably the most profitable implementations mix AI effectivity with human empathy and creativity.

Learn: The way to Humanize AI Content material to Rank, Have interaction, and Get Shared in 2026

Measuring ROI and Attribution

The great factor about the entire AI integrations and connectors is that they make personalization attainable throughout a number of touchpoints. The unhealthy factor is that it makes attributing success to particular initiatives way more tough.

The Resolution: Set up clear KPIs earlier than implementing AI personalization, together with short-term metrics (conversion charges, engagement) and long-term indicators (buyer lifetime worth, retention charges). Use management teams to measure the incremental influence by testing in opposition to variations with out personalization.

When procuring on-line, suggestion engines analyze person conduct (shopping historical past, clicks, and previous purchases) and floor essentially the most related merchandise — typically in real-time. The truth is, Medallia discovered that buy historical past is essentially the most generally used data to phase and curate experiences.

Supply

However why does this matter? AI personalization can reduce via alternative overload. Fashionable clients typically abandon carts when overwhelmed. Tailor-made solutions make selections simpler and drive up common order values and conversion charges.

2. Electronic mail Advertising

Sending customized emails is nothing new. We’ve all been on the receiving finish of a advertising and marketing electronic mail that’s addressed to us, or one reminding us of the merchandise we simply considered whereas on-line procuring. Nevertheless, AI instruments might help entrepreneurs go all the mile.

You should use AI to assemble buyer particulars corresponding to their birthday, hobbies, skilled experience, and even passions, then add that data to your emails.

Professional Tip: “You are able to do this in an automatic manner utilizing numerous no-code instruments,” shares Brooks. “Personally, I take advantage of Bento for my emails. It may make an API name for every electronic mail it sends out, which means you can ship distinctive emails, per individual, even if you’re successfully sending a ‘Broadcast’ to 1000’s of individuals.”

In case you’re a HubSpot person, nevertheless, you need to use the platform’s segmentation and personalization talents to tug CRM knowledge into your emails robotically.

3. Dynamic Internet Experiences

AI personalization doesn’t cease at emails or product suggestions — it extends to how web sites adapt in actual time.

Dynamic net personalization can appear to be:

• Homepage content material adjustments based mostly on who’s shopping (e.g., returning customer will get totally different hero banners from a first-time customer).
• Product lists and messaging evolve as customers work together with a website, capturing intent indicators and adjusting choices.
• Customized search outcomes prioritize objects that match inferred preferences, bettering relevance and conversion.

AI makes use of behavioral monitoring and real-time knowledge to tailor net experiences, which may result in increased engagement and income.

Programmatic website positioning

Dynamic AI personalization can even work alongside programmatic website positioning to adapt touchdown pages for various viewers segments robotically as a part of tailor-made search methods.

Brooks explains, “I’ve acquired web sites with broad audiences with many various area of interest pursuits. I’ve used AI to construct 1000’s of touchdown pages that talk very on to these area of interest audiences, making related cultural references and utilizing the colloquial language of these niches (even when I do know nothing about them!).”

4. Conversations & Chatbots

In keeping with Reuters, AI chatbots drove a 42% improve in utilization in the course of the 2024 vacation procuring season, serving to clients with purchases and returns and boosting total ecommerce gross sales. Fashionable iterations use pure language processing to know context and intent, offering customized help at scale.

“AI supplies a reminiscence of the dialog you can incorporate into future messages,” explains Lauren Petrullo, CEO of Mongoose Media. “You too can have AI learn the tonality of somebody’s responses, permitting you to reply on the power stage that somebody is inputting.”

Whether or not built-in in your web site or social media channels, AI chatbots can qualify leads, ebook conferences, and supply 24/7 customized help — all whereas studying from each interplay to enhance future conversations.

Professional Tip: You should use AI to create a customizable chatbot, like this one from HubSpot, to scale buyer help, generate leads, and ebook extra conferences.

5. Dynamic UI and UX

Whereas AI can be utilized to personalize experiences in your web site, it may also be used to adapt the UI/UX of your app or digital merchandise. In different phrases, AI can change the presentation of your digital expertise in real-time based mostly on who the person is and what they’re prone to discover useful.

Dynamic UI/UX with AI personalization can appear to be:

• Tailored visible layouts, product galleries, and featured content material based mostly on inferred person preferences.
• Hyper-personalized navigation and search outcomes.
• Tailor-made visible experiences, corresponding to AI-driven styling or accent suggestion instruments.

Manufacturers that grasp this typically see longer session durations, increased conversion charges, and stronger loyalty.

6. Service Curation

AI personalization additionally extends into the service layer. It may make it easier to curate providers or plans you talk about and cater experiences that match particular person wants. This type of evaluation not solely shapes somebody’s expertise as a buyer but in addition the advertising and marketing messaging they obtain on the journey to their buy.

7. International Localization

Whereas not a person play, localization is one other space the place AI personalization, or customization slightly, excels.

Learn: 6 Methods AI Can Enhance Your Localization Technique

In case you’re increasing into worldwide markets, you need to use AI to localize your content material by translating it into totally different languages to your numerous goal markets and even inputting data like closest shops and working hours. You may create programmatic touchdown pages, as talked about above, or localize emails, adverts, product advertising and marketing belongings, and website positioning content material.

You don’t essentially must broaden to totally different nations to reap the benefits of localization both. In case your viewers is international and also you need to personalize the adverts or touchdown pages to their language, AI can robotically translate for you.

It may take years for somebody in your group to be taught a brand new language to the purpose the place they’ll translate advertising and marketing content material. Even when you’ve got translators in your group, it’s tough to scale customized content material once you’re manually translating.

“Whereas AI just isn’t geared up to do full empathy mapping and empathy matching, it does have a powerful command of language,” says Petrullo. “You should use it as an intersection of widespread language at scale.”

This is how main organizations are already utilizing AI to create customized experiences that drive actual outcomes. Need extra? Take a look at “How good manufacturers are delivering Netflix-level personalization with AI.”

1. Amazon: Ecommerce and Retail Personalization

In 2025, Amazon forecasted that its AI procuring assistant Rufus might not directly contribute greater than $700 million in working revenue by growing buyer spending via AI-powered customized suggestions and conversational help.

The corporate’s suggestion system analyzes shopping historical past, buy patterns, and even how lengthy you hover over merchandise to floor extremely related solutions and reminders of what you latterly considered.

Additionally they ship automated emails with topic traces like “At this time’s offers, Only for you” or “We discovered one thing you would possibly like.”

Talking of electronic mail…

2. Electronic mail Advertising

Whereas easy, e.l.f. Cosmetics does a pleasant job of utilizing AI to personalize its electronic mail advertising and marketing. On this welcome electronic mail, for instance, you’ll see the corporate greet the recipient (aka Me) within the topic line in addition to the e-mail header.

As you scroll, you’ll then see product suggestions based mostly on my earlier buy and shopping historical past.

E.l.f.’s reward program additionally runs a birthday marketing campaign, which one can infer depends on AI to set off the customized electronic mail based mostly on the contact’s account data.

They even embody particulars like my membership tier, level whole, and the potential rewards accessible to them — all of which make the e-mail really feel unique and might help reengage. These methods should not groundbreaking by any means, however they’re well-executed and compelling.

3. Dynamic Web site Personalization

A few of my favourite web site personalization will be seen on the prose hair and skincare product web site. The personalization can also be an excellent instance of service or product curation.

Whereas not automated upon your first go to, as quickly as Prose gathers particulars about you (i.e., hair kind, life-style, location), they start to indicate you data particular to you. Even all through the questionnaire, it shortly took what I shared under consideration and confirmed data related to me.

It seems like true evaluation and adaptation to your wants, not only a generic addition of a reputation.

4. Netflix: UX/UI Customization

Netflix is thought for its content material suggestions (like the instance above), however its AI personalization goes even additional than that. The platform even customizes the paintings you see for reveals and films based mostly in your viewing historical past.

For instance, should you sometimes watch comedies, you’ll seemingly be proven a thumbnail with a very humorous scene or expression from this system (i.e. the picture of actor Jason Alexander as George for Seinfeld beneath).

In case you simply watched a Leonardo DiCaprio blockbuster, they could present you a thumbnail of him for the 1996 movie adaptation of Romeo + Juliet slightly than Claire Danes. This stage of personalization retains customers engaged. Netflix as soon as even credited its suggestion system with saving the corporate $1 billion yearly by lowering churn.

5. International Localization at Scale

When increasing into new markets, AI can localize your content material by robotically translating and culturally adapting it for various areas.

“Whereas AI just isn’t geared up to do full empathy mapping and empathy matching, it does have a powerful command of language,” explains Petrullo. “You should use it as an intersection of widespread language at scale.”

And this goes past easy translation. AI can adapt cultural references, modify tone, and even modify product suggestions based mostly on regional preferences. Take this instance from Otis Elevator Firm.

Although a US firm, elevator big Otis does enterprise throughout the globe. With this in thoughts, on their UK web site, the corporate shifts its language to check with elevators as “lifts” to be higher understood and resonate with patrons within the area.

This can be a small, however efficient change that speaks on to the shopper the web site is attempting to succeed in.

6. Upwork: Programmatic website positioning

Upwork makes use of AI to generate 1000’s of location and service-specific touchdown pages robotically. Merely seek for “freelance graphic designers Austin” or “freelance copywriter Los Angeles,” and you will find completely tailor-made pages.

That is one thing I used to do manually for shoppers early in my profession — It took a number of days, if not longer, relying on the dimensions of their service space or catalog. With the ability to automate that course of with AI would have dramatically sped up execution and even effectiveness with its further insights.

The HubSpot CRM, with its native connections to the CMS, gross sales, social, electronic mail, and conversion instruments, amongst others, does this for you. However even if you’re utilizing third-party instruments, there are a whole lot of integrations accessible to convey your knowledge collectively.

Take a look at and iterate repeatedly.

Start with small pilot packages earlier than scaling. A/B take a look at totally different personalization methods and use the insights to refine your strategy. What works for one phase won’t work for one more.

Stability personalization with privateness.

Be clear about knowledge utilization and provides clients management over their knowledge. Enable them to decide on what they share, view what knowledge you’ve got collected, and decide out if desired.

Belief is vital to efficient personalization; in any other case, it may simply come off as invasive and even creepy. Transparency is commonly additionally often crucial for abiding by legal guidelines and authorities rules.

Don’t lose your human contact.

Pace and entry are a few of AI’s best strengths. Emotion and connection should not. Whereas AI can definitely assist make personalizing sometimes routine duties (i.e. transactional emails, adverts), it may’t substitute true human connection when it

As personalization turns into extra prevalent, entrepreneurs can anticipate elevated give attention to moral AI practices and giving clients better visibility into how their knowledge drives personalization. I additionally wouldn’t be shocked of AI rules turn out to be an even bigger level of dialogue as rumblings of the necessity have already begun.

Sure, customized AIs have gotten more and more accessible to people and companies. With no-code instruments like Zapier and Make.com, plus AI platforms like OpenAI, you’ll be able to create customized AI assistants for particular wants with out intensive programming information. Many advertising and marketing platforms now embody built-in AI personalization capabilities.

HubSpot can also be experimenting with customized brokers with Breeze (in beta).

How does Netflix use AI for personalization?

Netflix makes use of AI to investigate viewing historical past, time spent on reveals, and even when customers pause or rewind to create hyper-personalized experiences. The AI makes use of this data to pick which reveals to suggest, customizes thumbnail pictures based mostly on viewing preferences, and even affect the order of content material displayed.