Personalization demystified--and how to get started - Altola Thinking

Personalization has been around for quite a while, from back in the days segmented direct-mail campaigns to the more recent focus on personalization driven by Artificial Intelligence (automated personalization at scale). It seems AI is the solution that will help organizations currently struggling to launch personalization by making everything self-tuned, self-optimized, and so forth. The theme of marketing events, of billboards in the San Francisco area, and of every sort of tech vendor is that it's the answer for everything--just push the AI button and all is magically optimized. Yet, as a consumer, it's very rare that I experience a really great personalized digital experience. In fact, many marketers and agencies are not doing AI-based personalization at all--or even simple rules-based personalization, for that matter.