This article was written by Greg Kihlström for MarTech. You can read the full article here.

In this four-part series, we’re exploring four categories of artificial intelligence (AI), how they can meaningfully impact marketers and their customers and what to potentially avoid. Part one (Generative AI) is here, and Part two (Predictive Analytics) is here.

AI has great potential to assist brands in providing the personalized customer experiences consumers increasingly expect. While many brands have started their own journey with personalized customer journeys, few have reached the holy grail, which is an end-to-end, omnichannel, orchestrated and personalized customer journey. 

In this third article of the series, we will look at personalized customer journeys, how artificial intelligence is integral to them and the platforms and tools that make them possible.

Personalized customer journeys are more than just marketing automation

When we talk about personalized customer journeys, we mean going beyond simple marketing automation, where the customer experience is tailored to provide the “next best action” for the individual based on their behaviors and propensity to engage/buy specific products and services. Utilizing AI and machine learning, these platforms and methods put the customer at the center of the action.

This article was written by Greg Kihlström for MarTech. You can read the full article here.