When will AI be rich enough to start customizing the experiences without relying on us marketers?
- B2B
- AI Personalization
- Marketing Consultant, Marketing Analytics, Media & Publishing
- Artificial Intelligence
David Edelman
Harvard Business School
David is Executive Advisor & Fellow at Harvard Business School
Personalized, Customer Experience in the age of AI- Part 1The history of personalization
- Part 2AI Personalization Improves ROI?
- Part 3AI personalization Secret Sauce
- Part 4Mobilizing the C-suite to embrace personalization across the entire organization
- Part 5 When will AI be rich enough to start customizing the experiences without relying on us marketers?
Show Notes
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00:30Trend or Trash: AI Personalization improves ROI?Discussion on the impact of AI personalization on Return on Investment.
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02:15Secret Sauce: Ingredients for personalization soup.Exploring the key elements needed for successful personalization strategies.
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04:45Game Plan: Mobilizing C suite for personalization.Strategies to encourage organizational leadership to embrace personalization initiatives.
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07:10Crystal Ball: Future of AI in customizing experiences.Predictions on when AI will be advanced enough to personalize experiences independently.
Quotes
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"I always think market people are going to need to be in the loop because you do want to make sure that what's actually happening makes sense for your brand. There's a lot of risks, and I think there will be a lot of risks going forward." - David Edelman
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"I don't think the goal should be to get marketers out of the loop. I think the goal should be to expand the range of areas where you can provide value and the whole palette of experience you can deliver. So where I actually think AI is going is enabling marketers, well, brands, companies, to actually provide even broader personalized solutions." - David Edelman
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"One of the things we don't talk about enough about AI is that AI can write code. We talk a lot about content. We don't talk as much about code." - David Edelman
Episode Chapters
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01:43Crystal BallFuture of AI-based personalizationMarketers will need to stay involved to ensure brand consistency and manage risks, but AI will expand the range of value that can be provided, including writing code and integrating data sets.
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02:52Talk Nerdy To MeAI writing codeAI capabilities include writing code for integrating and normalizing different data streams, which helps companies easily bring data together and manage privacy issues.
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03:56Game PlanPersonalized ecosystem strategiesCompanies like Marriott and Home Depot are using AI to develop ecosystems around personal solutions, such as bathroom renovations, representing a strategic shift towards being personal solution destinations.
- Part 1The history of personalization
- Part 2AI Personalization Improves ROI?
- Part 3AI personalization Secret Sauce
- Part 4Mobilizing the C-suite to embrace personalization across the entire organization
- Part 5 When will AI be rich enough to start customizing the experiences without relying on us marketers?
David Edelman
Harvard Business School
David is Executive Advisor & Fellow at Harvard Business School
Personalized, Customer Experience in the age of AIUp Next:
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Part 1The history of personalization
David Edelman, senior lecturer at Harvard Business School, takes us through the history of personalization in marketing, starting from the early days of direct mail to today's AI-driven strategies. He explains how channels have evolved and discusses the importance of moving from merely targeting customers to enhancing their overall experience. Learn how companies can gather and utilize data more effectively to create lasting, personalized customer interactions.
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Part 2AI Personalization Improves ROI?
David Edelman, senior lecturer at Harvard Business School and author of "The Personalized Customer Experience in the Age of AI," delves into the history and future of personalization. Discover how proper use of artificial intelligence can drive significant ROI improvements, illustrated by examples like Shopify's impressive 400% boost in conversion rates. Gain insights into the critical importance of starting with customer value to create impactful, personalized experiences. Learn why brands like Starbucks have succeeded by simplifying the user experience through smart AI applications.
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Part 3AI personalization Secret Sauce
David Edelman, Senior Lecturer at Harvard Business School and Executive Advisor, delves into the history of personalization and shares five key ingredients for creating personalized customer experiences. Learn how to empower customers, manage sensitive information, and utilize AI for optimal engagement timing. Discover strategies for crafting personalized content and continuously improving through testing and feedback.
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Part 4Mobilizing the C-suite to embrace personalization across the entire organization
David Edelman, Senior Lecturer at Harvard Business School and executive advisor, dives into the history of personalization and how to mobilize the C-suite to embrace it. He shares critical insights about breaking customer compromises and creating a rallying cry that puts the customer first. Discover strategies for transforming customer experiences and leveraging data as a corporate asset.
Play Podcast -
Part 5When will AI be rich enough to start customizing the experiences without relying on us marketers?
David Edelman, Senior Lecturer at Harvard Business School and Executive Advisor, delves into the evolving landscape of personalization in the AI era. Discover how AI is enabling brands to create broader, more integrated personalized solutions, and the strategic implications of being at the center of these innovation ecosystems. Gain insights on the collaborative potential of AI in managing and merging data streams, and its role in transforming customer experiences across industries.
