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1、BLUEPRINTAI forPersonalizationPUBLISHED 2024 Marketing Artificial Intelligence,LLC 2024Your AI Opportunity for PersonalizationThe Top Use Cases for AI in PersonalizationWebsite DesignPersonalized ContentPersonalized ExperiencesLocalizationPersonalized RecommendationsConversion OptimizationUser Segme

2、ntation and AnalysisHow Real-World Brands Get Results from AI in PersonalizationEcommerce site sees 80%increase in conversions using AIGlobal team uses AI to launch localized sites in just 3 hoursThe Top Tools for AI in Personalization WebflowAmazon PersonalizeAirshipPersadoRasa.ioYour Next Steps wi

3、th AI in PersonalizationAbout WebflowAbout Marketing AI Institute3141514161715162020565AI FOR PERSONALIZATION BLUEPRINT2Table of Contents Marketing Artificial Intelligence,LLC 20249911768783Your AI Opportunity for PersonalizationMarketers are rethinking what they know about personalization,and with

4、good reason:AI is transforming what is possibleand what is expectedin consumer-brandrelationships.Heres the thing:Buyers expect a consistent experience when interacting with brandsacross devices and channels.But up until recently,there was one big thing holdingmarketers back.The old methods of perso

5、nalization were based on rigid rules:if X,then Y.Predefinedrules and manual segmentation were just the way things were.Thats all changed,thanks to AI.Consider the difference in just a couple of years:Then:Copywriters and designers created multiple versions of content for predefinedbuyer segments.Now

6、:AI can generate unlimited versions of contentcopy,images,audio,and evenvideoin seconds.Then:Personalization was based on segmentation,grouping buyers based ondemographics or interests.Now:Generative AI powers hyper-personalization at an individual level,catering tospecific user interests,preference

7、s,and behaviors.Then:Most personalization was fairly static,based on pre-set rules and triggers.Now:AI can adapt content dynamically based on individual responses,resulting in amore relevant and engaging buyer journey.Then:Creating and managing personalized experiences was time-consuming,tedious,and

8、 costly.Now:AI-powered personalization occurs automatically in real time,dramaticallyincreasing the efficiency and cost-effectiveness of tailored experiences.Marketing Artificial Intelligence,LLC 2024AI FOR PERSONALIZATION BLUEPRINT4These advancements bring incredible new ways to reach customers,alo

9、ng with dizzyingnew challenges to consider.But dont worry:This guide shows you how to personalize buyer experiences with AIand the besttools to help you do it.And thats because we know a thing or two about personalization.The team at Webflow has helped more than 300,000 businesses build and scale po

10、werful,dynamic websites and offers a suite of tools to help marketers and brands create morepersonalized web experiences for their customers.And Marketing AI Institute has been helping marketing and business leaders understand,pilot,and scale AI since 2016 across all industries and sectors.Marketing

11、 Artificial Intelligence,LLC 2024AI FOR PERSONALIZATION BLUEPRINTYour AI Opportunity for Personalization5The Top Use Cases for AI in PersonalizationTomorrows personalization will looknothing like todays.AI has unlocked dozens of new ways tocreate unique and engaging buyerjourneysand soon,the possibi

12、lities willbe limited only by your imagination.But right now,there are a few key areaswhere AI-powered personalization reallyexcels.Website DesignGenerative AI is enabling new ways tocreate,design,and launch marketingassets,including websites and apps.It can generate website contentcopy,images,and v

13、ideoor even code entirepages from a single prompt.And thanksto AI,building sites can be as easy ashaving a conversation.That means its easier than ever to:Build faster,better,and morecollaboratively across a team.Detect and auto-correct accessibilityissues,adjusting font sizes and colorsfor better r

14、eadability or auto-generating voiceovers and closedcaptions.Cater homepages and landing pagesbased on a visitors source orinterests.Auto-generate SEO settings based onpage content.Match content,services,products,promotions,images,artwork,sections,categories,and searchresults to a buyers preferences

15、andbehavior.Manage AI-driven optimization,A/Btesting,and rules-basedpersonalization all in a single site.Marketing Artificial Intelligence,LLC 2024AI FOR PERSONALIZATION BLUEPRINT6Personalized ExperiencesRigid segmentation is a thing of the past.With AI,you can now deliver hyper-personal experiences

16、 through chatbots,1:1 email,and dynamic digitalexperiences.Tailor just about any customertouchpoint:Make product discovery intelligent,serving up smarter search results socustomers find what they want faster.Provide contextualized experiencesbased on factors like device type,location,time of day,etc

17、.Create highly personalized pre-roll,mid-roll,and post-roll ad placementsin audio and video content.Tailor individual buyer experiences tospecific account details,preferences,and needs.Cross-promote contentrecommendations between mediaproperties or devices.Create individualized trial andonboarding e

18、xperiences to get usersto time-to-value faster.Marketing Artificial Intelligence,LLC 2024AI FOR PERSONALIZATION BLUEPRINTThe Top Use Cases for AI in PersonalizationPersonalized ContentContent at the click of a button.AI-generated content doesnt stop at yourwebsite.AI enables marketers to createconte

19、nt at scale and tailor that content totheir audiences unique needs andinterests,wherever they are.With AI,savvy marketers can:Serve visitors individualizedrecommendations that increasecontent consumption.Tailor ads,emails,push notifications,and more to individual user behavior.Customize product desc

20、riptions andsurface the most relevant reviews.Personalize communications to re-engage with past or dormantcustomers.Test which messaging and contentincreases time-on-page and boostsengagement.Highlight or filter out content,such asrecently watched or subscription-tiercontent.Push relevant messaging

21、acrosschannels to prompt users tosubscribe,join,or buy.7Brands earn higher engagement,longersessions,and greater loyalty.A win-win.The possibilities for personalizedrecommendations are endless:Maximize the value of your data byunlocking information trapped inproduct descriptions,reviews,orother unst

22、ructured text to generatemore relevant recommendations.Create Just for You contentrecommendations based on userpreferences.Match products to a buyers needs,increasing sales,as well as cross-selland upsell opportunities.Recommend new items or trendingitems.Rank recommendations based on themetrics you

23、 need to hit,like revenue,watch time,etc.Use your own business rules toautomatically augmentrecommendations.Recommend products,upsells,andcross-sells in real time,as well aspopular or similar items based on ausers past interactions.Proactively recommend productsbased on common replacement orupgrade

24、timelines.Marketing Artificial Intelligence,LLC 2024AI FOR PERSONALIZATION BLUEPRINTThe Top Use Cases for AI in PersonalizationLocalizationSay goodbye to one-size-fits-all andcustomize your website for audiencesaround the world.Generative AI makes translation andlocalization easier,faster,and moreac

25、curate than ever before.From design totranslation to SEO,AI-powered tools makelocalization efforts visual,intuitive,andeasy to manage.Design and web teamscan use AI to:Streamline localization with machine-powered translation that can bereviewed and edited by a human.Support on-page translation andlo

26、calization,serving up the right pageor content to the right audience.Manage global sites with localizedURLs,subdirectories,metadata,andauto-generated sitemaps.Rely on automatic visitor routing,orlet users select their preferredgeography and language.Personalized RecommendationsAI-powered personaliza

27、tion means thatusers find what theyre looking forormore of what they likewith less timeand less friction.8User Segmentation and AnalysisLast but definitely not least,AI can domore than generate custom content andexperiencesit can also help you analyzethe results.That means you unlock adeeper underst

28、anding of your audiences,measure whats working,and optimizemarketing performance.Today,forward-thinking marketers areusing AI to:Intelligently segment users afteryouve implemented AI forpersonalization.Segment users based on advancedsimilarity models,accounting forfactors beyond just attributes andb

29、ehaviors.Learn what products,categories,andbrands user segments prefer basedon past interactions,affiliations,andtopics of interest.Tune the recommendations accordingto different preferences,businessrules,and business metrics.Access recommendations,contextualize them,and analyzeperformance.Marketing

30、 Artificial Intelligence,LLC 2024AI FOR PERSONALIZATION BLUEPRINTThe Top Use Cases for AI in PersonalizationConversion OptimizationUnlock higher ROI with personalizationyou can trace all the way to your bottomline.Thats because tailored content ispowerfulmore relevant,more resonant,and more seamless

31、 means more likely toearn attention,engagement,revenue,andloyalty.AI-powered CRO can allow you to:Increase customer engagement bypromoting the most popular ortrending items.Serve users the most relevant content,photos,reviews,or offers to increaseconversion rates.Customize search results andrecommen

32、dations to increase click-through rates,reduce bounce rates,and increase customer loyalty.Create personalized retention offersbased on a users past engagement.Target users with highly relevant time-sensitive promotions to boost revenueand average lifetime customer value.Now that weve covered some of

33、 the ways AI can supercharge personalization,lets lookat a couple real-world examples of how brands are using it to get better results.9Impact Dog Crates sells high-quality,heavy-duty aluminum dog crates and accessoriesfor a range of uses,from airline travel to separation anxiety.And as a direct-to-

34、consumer brand,the company has to appeal to a wide range of audiences.Theres just one problem:Despite the companys success,they still have a lean team.Most of their team wearsseveral hats,and that includes web developer McKinley Hancock.On top of designing and coding the brands site,Hancock also lea

35、ds conversion rateoptimization(CRO)at the company.Hancock knew the company needed a solution that allowed him to update and optimizethe site faster and easier.Not only that,but we wanted a codeless solution.That way,hecould offload some of his CRO responsibilities to a team member without his techni

36、calskills.A tall order?Not for Webflow Optimize.The team first used Webflow Optimize to run experiments on the company homepage.The team tested photos of different dog breeds and headlines and quickly found awinner.Impact Dog Crates launched a digital ad campaign featuring the winning combinationand

37、 mirrored images and copy to create a seamless ad-to-homepage experience.Marketing Artificial Intelligence,LLC 2024AI FOR PERSONALIZATION BLUEPRINTEcommerce site sees 80%increase inconversions using AI-driven siteoptimizationHow Real-World Brands Get Results from AI inPersonalization10 Marketing Art

38、ificial Intelligence,LLC 2024“Webflow Optimize automatically shows theright variations to the right user based on thecampaigns they come from.Its an amazingtool that has made my work life so mucheasier.”-McKinley Hancock,Web Developer,Impact Dog CratesAI FOR PERSONALIZATION BLUEPRINTHow Real-World B

39、rands Get Results from AI inPersonalizationFrom these few changes alone,Impact Dog Crates saw a lift in conversion,and theirsales doubled.But they didnt stop there.Webflows AI copy suggest functionality is built directly intothe platform,making it easy for Hancock to brainstorm copy ideas and turn t

40、hem intonew variations.That means the team can iterate quickly and see results faster thanbefore.“The AI copy suggest functionality has been integral to my process,”says Hancock.“Ithelps me generate ideas,which I can then enhance leading to faster results.”With the power of Webflow,their team can sp

41、end less time writing code and more timedriving growth.Global team uses AI to launch localized sites in just 3 hoursTrue to its name,Smaller Earth Group is on a mission to connect the world through its cultural exchange programs.Since 1999,the company has welcomed almost 100,000 participants,and it

42、operates in more than 17 countries,each with its own digital presence and needs.Because of the companys focus on cultural exchange and connection,website localizationis critical.Each geography needs its own website that reflects the language,culture,andprogram details of that region,including visa r

43、equirements and other regulations.In order to educate and persuade students effectively,Smaller Earth Group has tomanage dozens of pages of content that are constantly changing.And that means cumbersome,manual updates across websites,which require time,resources,and technical expertise.Or at least,i

44、t didbefore Webflow.CMO Dean Maddocks leads the companys talented team of marketing experts andcontent specialists,who are charged with maintaining localized content.Initially,theyrelied on a custom-built,hard-coded site,but this soon led to bottlenecks.As they grew,it became increasingly difficult

45、to deliver local content to different markets.The site infrastructure limited teams to existing templates and content blocks,andmarketers had to rely on developers to change elements like design or navigation.Everyone was frustrated.Marketing was stuck waiting on developers to update the site orlaun

46、ch in new countries,often delaying projects by months.Meanwhile,engineering wasswamped with requests,leaving the team little time to focus on their own priorities.11 Marketing Artificial Intelligence,LLC 2024AI FOR PERSONALIZATION BLUEPRINTHow Real-World Brands Get Results from AI inPersonalization1

47、2 Marketing Artificial Intelligence,LLC 2024AI FOR PERSONALIZATION BLUEPRINTHow Real-World Brands Get Results from AI inPersonalizationIn short,Maddocks and CTO Ross Beale realized their setup wasnt working.Theyconsidered building a new in-house solution,but that would have meant hiringadditional de

48、velopers at significant cost.“Managing an in-house web development solution was too cumbersome to manage and too costly to maintain,”says Beale.They needed a better way.The team turned to Webflow Enterprise.The platform empowers marketers to make content changes themselves,while roles and permission

49、s restrict access where more technical experience is needed.Localized page branching allows the teamto work on localized pages simultaneously and then merge them together,so they canedit and ship pages faster.In other words:All of the collaboration and none of the conflict.On top of this,Webflow cam

50、e with baked-in AI tools that made managing and scalingtheir sites easier than ever.AI-powered translation,for example,automaticallytranslates everything from static text to metadata for supported regions.It eventranslated their dynamic content.This dramatically increased the time to launch whilegiv

51、ing the team full control over their site.The team decided to push the limits of this newfound freedom:Within two months,they launched 11 sites,including a Spanish site that was spun up and launched in justthree hours.For this team,it meant launching in new markets faster and cheaperwithout sacrific

52、ing quality or control.13 Marketing Artificial Intelligence,LLC 2024“Webflows democratized editing experience allowsour marketing team to quickly and continuouslyiterate on content to optimize conversion rates anddeliver the most relevant information to ourcustomers.”Dean Maddocks,Chief Marketing Of

53、ficer,Smaller EarthAI FOR PERSONALIZATION BLUEPRINTHow Real-World Brands Get Results from AI inPersonalization“With Webflow Localization,we can ship fully localized,bespoke web experiencesfaster while saving on developer resources,which allows us to test viability in newmarkets with a lower barrier

54、to entry,”said Maddocks.These new sites dont just look goodthey perform well,too.Webflows native SEO tools maintain URLs,subdirectories,and localized metadata,and auto-generate sitemaps.All of this helps keep Smaller Earth Groups siteslocalized in sync and well-optimized,earning them a 92%internatio

55、nal SEO score.And Smaller Earth Group is showing no signs of slowing down.The team set a goal toget 70+regions across 10 sites on Webflow this year.Thanks to AI and Webflow,theyre well on their way to connecting the globe.The Top Tools for AI in PersonalizationWebflowWebflow is a website experience

56、platform that offers powerful,visual-first websitecreation tools.Webflows AI-powered solution seamlessly offers help and ideaswhile you createempowering you to work faster and build better.Webflow Optimize personalizes your sites front-end experience:Tailoring content,calls-to-action,and more to bes

57、t fit your audience.Plus,Webflow Localizationcustomizes your site for visitors around the world.Meanwhile,AI can help you behind the scenes.Learning Assistant is there tosurface answers and in-platform support to keep you in the flow as you build.And,audience insights offer an in-depth understanding

58、 of your visitors so you canbuild more effective,data-driven experiences.Plus,tap into a full library of AI-powered apps in the Webflow App Marketplace.Its everything you need to build faster and smarter.Learn more about Webflow.Learn More About Webflow14 Marketing Artificial Intelligence,LLC 2024So

59、,which AI tools can you rely on for powerful,effectivepersonalization?Here are a few of the leading vendors to explore.AI FOR PERSONALIZATION BLUEPRINTAmazon PersonalizeAmazon is no stranger to algorithmic recommendations,and now its putting the powerof AI-powered personalization in your hands with

60、Amazon Personalize.You can use Personalize to leverage your customer data to create consistentexperiences for your audience across websites,applications,email marketing systems,and more.It can also help you create and optimize product recommendations in realtime based on user information or new prod

61、uct additions.And with Amazon Personalize,you can quickly launch a recommendation enginewithout machine learning experts on staffusing the same AI that Amazon uses itself inits world-class recommendations.Its the go-to solution for individualized shoppingexperiences.AirshipFor more creative and enga

62、ging experiences in and out of your app,look no furtherthan Airship.Airships end-to-end app experience platform uses AI to improveengagement,build customer loyalty,and scale your marketing campaigns.Get copy suggestions,fine-tune your messaging,and optimize everything from in-appmessages to the app

63、store.Better connect with your audience through timely andrelevant emails,SMS,notifications,and lock screen updates.And even increase loyaltywith Predictive Churnso you can segment and target customers that are the mostlikely to become inactive.15 Marketing Artificial Intelligence,LLC 2024AI FOR PER

64、SONALIZATION BLUEPRINTPersadoPersado has taken the art of writing persuasive copy and put the power of AI behind it.The company uses data from over 1.5 billion(yes,billion)customer interactions toidentify the best messaging that will motivate customers to take action.Predict copy performance before

65、you launch,use the exact language needed to converteach individual buyer,and then get data-driven insights on your brands top-performingwords and phrases.Rasa.ioRasa.io brings personalization to newsletters with individualized emails for everysubscriber.Aggregate content from across the web,then cur

66、ate it based on eachreaders interactions.Over time,your emails will become fine-tuned to each recipientsindividual preference and get better with each send.Save time,increase subscriberengagement,drive website traffic,and boost your newsletters ROI.Rasa.io is youranswer for AI-powered newsletters.16

67、 Marketing Artificial Intelligence,LLC 2024AI FOR PERSONALIZATION BLUEPRINT17 Marketing Artificial Intelligence,LLC 2024Now that you have an idea of whats possible with AI,how can you get started?Werecommend you start with these three steps:1.Find your use cases.The use cases in this guide can get y

68、ou started.But there are hundreds of ways toapply AI in your own business and limitless opportunities for personalization.To narrow it down,Marketing AI Institutes workshops suggest two ways to identifysolid use cases in your company:The Use Case Model:This approach focuses on identifying specific,r

69、epeatable tasks within your marketingoperations where AI can be applied.The goal is to discover where AI can enhance orautomate existing processes to improve efficiency,creativity,or decision-making.This might include opportunities for personalization where none currently exists,marketing assets tha

70、t could be localized for different regions or languages,or ways tointroduce more tailored customer experiences.The Problem-Based Model:Unlike the Use Case Model,the Problem-Based Model begins with a specific challengeor pain point your organization is facing.To start,list key business problems that

71、AI-powered personalization could potentially solve,such as predicting customerbehavior,optimizing marketing spend,reducing churn,or increasing conversion rateoptimization.Once the problem is clearly defined,identify the AI solutions with the features andcapabilities to solve these challenges.AI FOR

72、PERSONALIZATION BLUEPRINTYour Next Steps with AI in Personalization18 Marketing Artificial Intelligence,LLC 20242.Educate your team.Now you might have a solid list of ideas to supercharge your marketing with AI.Unfortunately,too few companies have formalized AI training for their teamsandits holding

73、 them back.This is one main reason that Marketing AI Institute created Piloting AI,an on-demandcourse series designed for teams.The course will teach your team how to understandand pilot AI step by step.Whether you choose Piloting AI or another course,education and training around AIare critical to

74、successful and safe AI adoption.And speaking of safety,your company should prioritize developing an AI policy andresponsible AI principles,so you can set clear guidelines and boundaries around AIuse.AI FOR PERSONALIZATION BLUEPRINT19 Marketing Artificial Intelligence,LLC 20243.Vet AI technology for

75、your use cases.If youre ready to add the power of AI to your marketing,you need to find the righttools for the job.Evaluate your existing tech stack for untapped AI features,thenidentify the gaps that need to be filled.When vetting vendors,it helps to do your homework and ask tough,smart questionsli

76、ke:Questions about the companyDo they have a public point of view on AI?What is their AI product roadmap?Do they have points of view on the ethics of AI?Questions about the technologyWhere is their data coming from,and how do they use it?How does the companys technology actually make what youre doin

77、g smarter?What does the machine do?What does the human professional do?Questions about what it means for your teamWhat kind of onboarding is required to get full value out of the tool?What skills and capabilities do your team need to fully leverage the tool?Does the vendor provide any type of traini

78、ng or onboarding?The exact path you take and the solutions you choose will depend on your companysspecific needs and goals.But if youre ready to build faster and smarter webexperiences,talk to Webflow.They offer fast,visual-first design tools,enterprise-levelscalability,and AI-powered optimization.C

79、lick here to learn more about Webflows AI-powered personalization andoptimization capabilities.AI FOR PERSONALIZATION BLUEPRINT20About WebflowWebflow is a Website Experience Platform(WXP)that empowers modern marketingteams to visually build,manage,and optimize stunning websites that offer both theco

80、nsumer experience customers expect and the enterprise-grade performance andscale they need.With AI-driven personalization baked in,Webflow helps teamssignificantly boost conversion rates,translating directly into measurable businessgrowth.Today over 300,000 of the best companies in the world design,

81、build,andoptimize their websites on Webflow.About Marketing AI InstituteMarketing AI Institute is a media,event,and education company founded in 2016 thatmakes AI approachable and actionable for marketers and business leaders.TheInstitute owns and operates the Marketing Artificial Intelligence Confe

82、rence(MAICON),AI for Writers Summit,AI for Agencies Summit,and AI for B2B Marketers Summit,hostsThe Artificial Intelligence Show podcast,runs the AI Academy for Marketers featuringPiloting AI and Scaling AI course series and an AI Mastery Membership,and publishedMarketing Artificial Intelligence:AI,Marketing and the Future of Business(Matt HoltBooks,2022).Learn more at .Marketing Artificial Intelligence,LLC 2024AI FOR PERSONALIZATION BLUEPRINT