Twilio Segment's 4th annual State of Personalization report is available now, showcasing survey insights from 3,500+ businesses and consumers worldwide. The report explores the increasing importance of personalization in today's competitive market, with a particular focus on surging interest in the use of AI technology to drive customer engagement. In fact, 9 out of 10 businesses we surveyed are now leveraging AI or machine learning to support their personalization strategies. 

Bridging the AI confidence gap 

Despite the widespread adoption of AI-powered personalization, only 41% of consumers we surveyed feel comfortable with this approach. This finding underscores the need for businesses to prioritize trust and transparency when utilizing AI or other technologies for personalization.

Establishing a baseline of trust is critical, as consumers become more vigilant about how their data is being used and seek greater control over their personal information. By addressing these concerns, businesses can more effectively leverage AI-driven personalization to deliver exceptional customer experiences.

Personalization: A key driver of ROI for businesses 

Despite the prevailing economic uncertainty, an impressive 69% of businesses are increasing their investment in personalization in 2023. This trend highlights the growing acknowledgement of the importance of personalized experiences in nurturing customer engagement and fostering loyalty, even amid challenging circumstances.

Similarly, the value of personalization has been endorsed by consumers, with 56% indicating a higher likelihood of becoming repeat customers following a personalized experience – a notable 7% rise compared to the last year's report. This upward trajectory presents a burgeoning opportunity for businesses to enhance customer loyalty and maximize lifetime value by delivering carefully curated, digital experiences.

In today's competitive market, businesses cannot afford to miss out on the potential ROI of personalization. Investing in the right tools and technologies, especially alongside a customer data platform (CDP), will enable businesses to harness the power of AI-driven personalization, maintain consumer trust, and ensure sustainable growth in the ever-evolving digital landscape.

Unlock valuable insights and strategies to enhance your personalization efforts and build customer trust.

Download The State of Personalization 2023 now.