Personalization based on customer attributes and behavior is a familiar concept among marketers, and artificial intelligence is making it increasingly effective. AI-based hyper-personalization employs both sophisticated methods and far more data than previous methods and is far more precise as a result. Thomas H. Davenport discusses the role of AI in personalization as well as the growing backlash against personalization fueled by data privacy concerns.
Content: Article
Author: Thomas H. Davenport
Source: Management and Business Review (MBR)
Subjects: Customer Related, IT / Technology / E-Business, Marketing / Sales
Author: Thomas H. Davenport
Source: Management and Business Review (MBR)
Subjects: Customer Related, IT / Technology / E-Business, Marketing / Sales
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