How businesses can use AI to get personalisation right - Information Age

Without doubt, personalisation has huge benefits. When done well, the return on investment is significant. Recent research conducted by Wunderman Thompson Technology revealed that 35% of consumers are willing to give more of their personal data to brands if it improves the online experience. They value their data being used to provide loyalty-based discounts (55%), to be shown products tailored to their requirements (36%) and to be served offers based on their preferences (33%). When first party data is willingly exchanged, providing customers with these kinds of personalised experiences clearly adds value.