Top 5 ways AI is Reshaping Website Personalization

Shukriyyah Muhammad

Senior Experience Optimization Manager

Ever wondered how some websites seem to magically tailor their content and recommendations just for you? Well, let's talk about how AI is making that happen and why it's such a game-changer for online personalization.

Picture this: you visit a website and bam!—right away, it's like they know exactly what you're interested in. How do they do it? It's all thanks to artificial intelligence (AI). Yep, the same tech that powers your favorite sci-fi flicks is now at work behind the scenes on your favorite websites, making your online experience feel like it's just for you.

So, how does AI impact website personalization? Let's break it down:

1. Dynamic Ads 

Dynamic ads represent a paradigm shift in the realm of digital advertising, transforming static, one-size-fits-all campaigns into dynamic, personalized experiences tailored to each individual viewer. Picture this: rather than showcasing the same ad to every user, regardless of their interests or preferences, dynamic ads dynamically adjust their content based on real-time data, delivering highly relevant and engaging messages to each viewer.

How does this magic happen? GenAI intelligence, is the driving force behind dynamic ads' unparalleled level of personalization. AI algorithms analyze a myriad of factors, including user behavior, demographics, browsing history, and contextual data, to dynamically generate ad content that resonates with each viewer. Whether it's showcasing products similar to ones they've previously shown interest in, highlighting personalized offers based on their browsing patterns, or tailoring ad copy to match their preferences, AI empowers advertisers to create dynamic ads that captivate audiences and drive conversions like never before.

That’s why we’re so excited to offer our clients exclusive access to Pencil Pro, our enterprise-grade GenAI platform. Our teams can translate model guidelines and rapidly train a unique model for each brand - dedicated to generating the most distinctive assets possible. 

As Pencil Pro connects directly to your platform ad accounts, including Facebook, Instagram, Tiktok, YouTube, Google Display and Amazon Ads, we can also securely use your own performance data to ensure the model is generating the most effective assets possible too.

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2. Recommendation Engines

These are like the super-smart assistants of the online world. They analyze what you've clicked on, browsed, or bought before, and then—voilà!—they suggest similar stuff you might like. AI-powered recommendation engines analyze user behavior, preferences, and past interactions to suggest relevant products, content, or services. These recommendations can be displayed on product pages, in search results, or through personalized email campaigns, increasing the likelihood of engagement and conversions. Ever seen those "You Might Also Like" sections on shopping sites? That's the work of recommendation engines.

Now, let's throw some numbers into the mix to truly grasp the magnitude of their impact. According to the Mordor Intelligence report, the Recommendation Engine Market is projected to swell from a staggering USD 6.88 billion in 2024 to an eye-watering USD 28.70 billion by 2029. This meteoric rise, with a compound annual growth rate (CAGR) of 33.06% during the forecast period (2024-2029), underscores the pivotal role recommendation engines play in the digital realm.

Source: Mordor Intelligence Research & Advisory. (2023, July). Product Recommendation Engine Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029). Mordor Intelligence. Retrieved March 6, 2024

3. Chatbots and Virtual Assistants

Ever chatted with a helpful little pop-up window on a website? That's a chatbot, and it's powered by AI. AI-driven chatbots and virtual assistants can provide personalized assistance and recommendations based on user queries, preferences, and browsing history. These virtual agents can guide users through the website navigation, answer questions, and suggest relevant products or content, enhancing the overall user experience. 

The Chatbot Market size is estimated at USD 7.01 billion in 2024, and is expected to reach USD 20.81 billion by 2029, growing at a CAGR of 24.32% during the forecast period (2024-2029).

Source : Mordor Intelligence Research & Advisory. (2023, July). Chatbot Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029). Mordor Intelligence. Retrieved March 6, 2024.

4. Dynamic Content Generation

Ever noticed how some websites seem to talk directly to you? That's because AI can whip up content on the fly based on what it knows about you. AI algorithms can dynamically generate content such as product descriptions, email subject lines, or website copy tailored to individual users based on their interests, demographics, and browsing history. This ensures that each visitor sees content that is most likely to resonate with them, leading to higher engagement and conversion rates.  So, if you're into hiking, you might see articles about the best trails in your area. It's like having your own personal tour guide on the internet!

5. Adaptive Design 

Have you ever visited a website and felt like it was made just for you? That's not a coincidence—that's AI at work. AI can analyze user interactions with the website in real time and dynamically adjust the layout, navigation, and content based on individual preferences and behavior. This adaptive website design ensures a personalized user experience that maximizes engagement and conversion opportunities. It's like having a custom-made website experience tailored just for you.

Our Asset Optimization capability can help boost your personalization efforts where we help our clients bring together media and creative teams to create an integrated approach that ensures all assets are optimized for the channel, placement, audience, and objective, helping those assets work as hard as possible.