5 Ways to Use AI for Personalization (And 5 Times You Shouldn’t)

Stephanie Dean
Thu, 10 Oct 2024 18:45:41 +0000
Ai, Ai-for-branding, Ai-for-personalization, Ai-in-branding, Artificial-intelligence, Artificial-intelligence-ai, Brand-identity, Brand-positioning, Brand-voice, Branding, Customer-relationships, Personalized-email-campaigns, Technology, Ai-technology

Let’s face it: running a business today means juggling a million things at once, and staying connected with your customers is at the heart of it all. In an age where everything is digital and everyone is looking for faster, smarter ways to work, AI feels like the perfect solution. But there’s a question that lingers in the back of your mind: can AI really capture the personal touch that makes my brand unique?

I get it. AI can feel both exciting and intimidating. It promises efficiency, but there's that fear that your brand’s voice—something you’ve worked hard to craft—might get lost in the process. The good news? AI has its place in helping your brand sound more personal and relevant, but only if you know when to use it—and when to keep it human.

Leveraging AI to support your brand

Let me tell you a story.

A friend of mine recently decided to take the plunge into AI for her business. She runs a successful online retail shop and, like so many of us, wanted to save time while still connecting with her customers. She set up a campaign that used AI to send personalized emails. It sounded perfect: each customer would get tailored content, with the AI plugging in details like product recommendations based on past purchases.

But when the emails went out, something unexpected happened. The messaging felt off. The AI-generated content was technically accurate, but lacked the warmth her customers were used to. A few customers even reached out, wondering why the tone suddenly felt so impersonal—almost like it wasn’t coming from her. That personal connection she had spent years building was suddenly at risk, all because the AI missed the nuances of her voice.

That’s when we started talking about the delicate balance of using AI to support your brand while maintaining authenticity. There are times when AI can really help you personalize your messaging, and then there are times when it’s better to step in yourself. So, I came up with this list: five times AI can help you strengthen your brand’s voice, and five times when it’s best to let the human touch lead.

5 ways you can use AI to personalize your brand's voice

1. Creating hyper-personalized email campaigns

AI can work like your personal writing assistant, but with a memory of every customer’s preferences. Imagine sending an email that not only greets your customer by name but also suggests exactly what they were eyeing on your site last week. It feels like you’ve been paying attention, because you have—through AI.

It’s personalization at scale, without feeling robotic. Just make sure to inject a bit of your brand’s personality into the final message so it doesn’t feel like it came straight from a machine.

2. Optimizing customer segmentation

Think of AI as your behind-the-scenes strategist, breaking down your audience into smaller, more meaningful groups.

Are you running a boutique? AI can help you separate loyal customers who buy every season from those who pop in just for sales. Now, instead of bombarding everyone with the same message, you can send each group exactly what resonates with them—whether it’s a sneak peek at the next collection or a personalized sale offer. It’s like having a one-on-one conversation with your customers, but with far less effort.

3. Improving chatbot conversations

We’ve all had those stiff chatbot exchanges, but AI has come a long way. Picture this: a chatbot that remembers your customer’s name, previous purchases, and preferences. Not only can it answer questions in real time, but it can make the experience feel natural. It’s almost like you’ve hired a personal assistant for each of your customers, available 24/7.

Just make sure your chatbot reflects your brand’s tone—whether that’s friendly, professional, or quirky—so it doesn’t feel like they’re talking to a robot.

4. Generating data-driven content suggestions

AI doesn’t just react; it can predict. Picture AI as your behind-the-scenes content curator, anticipating what your audience will love next.

Say a customer has been browsing your website, lingering on your blog or reading about a specific service. AI can offer them related content that keeps them hooked—whether it's a blog post, video, or product suggestion. It’s like reading their mind (but in a non-creepy way), helping you keep your audience engaged with relevant and valuable content that feels handpicked.

5. Scaling personalization across platforms

Imagine talking to a customer on Instagram, then picking up the conversation on email without missing a beat. AI can create a seamless, personalized experience across multiple platforms.

Whether they’re scrolling through your social media, visiting your site, or opening an email, AI ensures that the conversation feels consistent and tailored. It’s like giving every customer a concierge service, making them feel known and valued wherever they interact with your brand.

5 times you should avoid using AI for personalization

1. Addressing sensitive customer issues

AI can be useful for tracking and flagging problems, but when emotions run high—like when a customer is upset about a product or service—it’s time for a human to step in.

Imagine receiving an AI-generated apology after a frustrating experience—it just wouldn’t feel right. Human empathy is irreplaceable here. Use AI to identify the issue, but let a real person handle it with care and understanding, turning a negative situation into a positive one.

2. Responding to negative feedback

Ever left a review and gotten a canned, “Thanks for your feedback” response? It feels hollow.

When negative reviews or criticism come in, a personal touch is needed. AI might spot the feedback, but customers want to know that a real person has heard them, especially if things went wrong. A genuine response, one that addresses their concerns thoughtfully, can repair damaged trust in a way no AI can.

3. Building deep customer relationships

Relationships are built on trust and connection, and that’s something AI can only support, not replace. When it comes to nurturing high-value clients or creating long-term loyalty, a personal touch is essential. Whether it’s sending a handwritten note, scheduling a check-in call, or following up personally on an issue, these small human interactions go a long way in deepening relationships.

4. Telling your brand’s origin story

Your brand’s story is what makes it unique, and while AI can help you structure content, it can’t capture the heart and soul behind it. When you’re sharing the story of why your business exists, the values you stand for, or what drives you every day, it’s your voice that needs to shine through. Customers connect to authenticity, and that can only come from you.

5. Maintaining a consistent and unique brand voice across platforms

AI-generated content can be a lifesaver, but it’s easy to let automation run wild. Without careful oversight, your voice can become diluted across platforms. One minute your social media is upbeat and casual, the next your emails sound cold and formal.

Keeping a human touch in the editing process ensures that every interaction with your brand, whether automated or not, still feels cohesive, personal, and—most importantly—you.

Remember: AI is only a tool

AI is an incredible tool that, when used thoughtfully, can help you connect with your customers in ways that feel personal and relevant. But remember, it’s just that—a tool. It’s there to support your brand, not replace the unique voice and authenticity you’ve worked so hard to create. By knowing when to lean into automation and when to keep things personal, you can strike the perfect balance.

Take the time to explore how AI can amplify your message, and don’t be afraid to experiment. With a little attention to detail and the right strategy, AI can become one of the most powerful tools in your brand’s toolbox. It’s not something to fear—it’s something to wield with confidence. The future of personalized, authentic communication is here, and it’s yours to shape.

FAQs on AI's role in personalization and branding

How is AI used in personalization?

AI helps you tailor your messaging by analyzing customer behavior and preferences. It can recommend products, personalize emails, and ensure every interaction feels relevant, making your audience feel like you're speaking directly to them.

What is the role of AI in branding?

AI can amplify your brand's voice by personalizing content at scale and ensuring consistency. But remember, AI supports your brand—it doesn't replace the authenticity and connection that only you can bring.

What is an example of AI personalization?

An example of AI personalization is using AI to send tailored emails that recommend products based on a customer's browsing history or past purchases, creating a highly relevant and engaging shopping experience.

About the Author

Post by: Stephanie Dean, PhD

Dr. Stephanie Dean is a world-traveling academic, tech enthusiast, and founder of Corvidi Design & Research. A former professor, she’s all about empowering professionals to step into their full potential—whether that’s mastering your digital game or finding the confidence to speak up in the workplace. You can tune into her podcast I Think You’re Muted for real-world, actionable tips on using your voice and making bold moves.

Company: Corvidi Design & Research
Website: www.corvididesign.com