What a dilemma we now have. Shoppers need customized messaging from manufacturers, they usually count on their knowledge to stay safe and guarded. However these two expectations have introduced companies to a conflicting crossroads of mutual exclusivity—the extra customized and focused model communications are, knowledge privateness is more likely to be extra susceptible. And the safer the info is, the specificity of message focusing on will most likely undergo. And within the relative infancy of AI, nonetheless unmastered and unregulated, how a lot danger do manufacturers dare to take?
A brand new analysis report from buyer intelligence options agency Glassbox, AI in Personalization and Privateness, based mostly on a survey of 600 digital professionals, affords essential insights into the adoption and impression of AI applied sciences in digital advertising and marketing and buyer expertise (CX) roles. The outcomes reveal the immense worth that AI can ship for digital advertising and marketing leaders and professionals, whereas additionally emphasizing the necessity for robust knowledge privateness insurance policies and protections.
“As AI turns into extra interwoven with digital personalization efforts, it’s important for manufacturers to steadiness the worth it brings with the accountable software of information privateness,” mentioned Yaron Morgenstern, CEO of Glassbox, in a information launch. “Our analysis stresses the necessity for companies to spend money on the compliance, usability and reliability of their digital knowledge administration techniques to construct buyer belief, as they work to reinforce buyer experiences by the considerate deployment of safe AI options.”
With new frontiers come new challenges:
Key findings from the report:
Personalization is paramount
A hanging 96 p.c of digital professionals agree that personalization is essential for delivering high-quality digital buyer experiences.
Elevated investments
Over the previous 12 months, 74 p.c of corporations have boosted their investments in personalization efforts.
AI integration
Two-thirds (66 p.c) of digital professionals are using AI of their roles, with 39 p.c deeming it important to their job capabilities.
Safety considerations
About three-quarters (77 p.c) of AI customers consider that corporations must do extra to deal with AI-related knowledge privateness considerations.
Knowledge-driven insights
About half (49 p.c) of AI customers leverage buyer knowledge for AI-driven insights.
Privateness compliance worries
Amongst these utilizing buyer knowledge for AI insights, 57 p.c fear about sustaining compliance with knowledge privateness legal guidelines.
The survey additional revealed that professionals at AI corporations are 80 p.c extra more likely to consider their firm isn’t utilizing AI responsibly in comparison with these at non-AI corporations—highlighting the pressing want for stricter cybersecurity measures and higher transparency in AI implementation.
“To construct buyer belief in a cautious market, whereas enhancing CX with AI, corporations should empathize with their clients,” mentioned Yaron Gueta, CTO of Glassbox, within the launch. “They should totally perceive how they’ll use knowledge to enhance CX and be exceptionally clear with their clients about it.”
Obtain the complete report right here.
The findings are based mostly on a survey of 601 digital professionals in the US.
