How AI is redefining personalisation & the job of the email marketer

Personalisation is a word that marketers use every day with no great degree of thought. For others, personalisation means nothing more than '[first name] [last name]' in comms. However, martech integration and the application of machine learning is now enabling more sophisticated personalisation that truly deserves the name. As this AI tech becomes easier and cheaper for marketers to adopt, marketing roles are slowly being redefined. All this is easy to observe in the transformation of email service providers into'marketing platforms', 'personalisation platforms' and other soubriquets.