Why AI Is Finally Delivering On The Promise Of Personalization
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Why AI Is Finally Delivering On The Promise Of Personalization
"On paper, it made sense: fewer accounts, more relevance, better return. In practice, it rarely delivered. Yes, it aligned sales and marketing. Yes, it pushed us to think beyond vanity metrics. But let's be honest: most ABM was account‑based in name only. The output was rarely personal. At best, it was persona‑based. At worst, it was just another slide deck with a different logo slapped on the front."
"Why? Because personalization at scale was too expensive, too clunky and too slow. Then AI came along. And for once, the hype might actually hold up. Personalization has always worked. We just never did it correctly. McKinsey found that companies that excel at personalization drive 40% more revenue from those efforts than companies that don't. Salesforce reports that 73% of customers expect companies to understand their individual needs and expectations."
For nearly two decades, account-based marketing reshaped teams, technologies and playbooks to focus on high-value B2B accounts. On paper, ABM promised fewer accounts, more relevance and better returns, but in practice it often failed to deliver. Most ABM output remained templated rather than personal because true personalization at scale was too expensive, clunky and slow. AI now enables scalable, cost-effective personalization, allowing marketers to act on individual needs without breaking teams or budgets. Companies that excel at personalization drive materially more revenue, and customers increasingly expect firms to understand individual needs and expectations.
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