How AI Boosts the Psychology of Personalization
The renowned American behaviorist, B.F. Skinner, once joked, “The major difference between rats and humans is that rats learn from experience.” Amusing quote, no doubt, but not completely accurate; human beings are, first and foremost, creatures of habit. If a marketer can understand those habits on both a micro and macro level, predicting a customer’s next purchase gets much easier. Combining the predictions of thousands of customers could go a long way to not just predicting what a group of customers might buy next but also, potentially, shaping those purchases. However, that’s not easy to do. Capturing, wrangling, cleansing, and analyzing the data needed for personalization isn’t easy, but that’s where Artificial Intelligence (AI) comes in.
Personalization is the act of tailoring an experience, product, or communication based on information a company has learned about an individual or group. It is centered on the person being marketed to and fulfilling his or her particular need as well as reflecting those needs in the company’s product or service.
Marketing has always been about influencing behavior. Getting people to buy things they want, desire, and perhaps not really need is often the ultimate goal. It’s a business of subtle psychological manipulation, but one that has become incredibly complicated for a multitude of reasons, the least of which is the complex nature of today’s marketing environment.
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