This New Tool Uses Details Too Small for the Human Eye to Make Personalized Recommendations

AI-driven personalization tools are being rolled out by technology companies in order to help retailers provide a more customized experience. The latest feature from omnichannel engagement platform Emarsys is aiming to improve the personalization performance of retailers, by tailoring each experience to the individual consumer and not to larger shopper segments. Personalization is a growing area of investment for merchants, as consumers expect to be served an individual experience, especially from online retailers that they visit regularly. Recent studies have shown that when retailers recognize a returning customer and tailor their shopping journey accordingly, consumers report being more likely to purchase and more likely to return in the future. Much like a store associate might remember a consumer’s face, e-commerce sites should remember a frequent customer. But many current solutions create customized experiences tied to a particular demographic or subsection of the consumer base – not to the individual shopper. While this can still produce some positive results, it is not as effective as a solution that can identify each personal nuance and respond accordingly. “Being able to personalise on a genuinely one-to-one level with customers, based entirely on their behaviour and preferences, is something that even Amazon can only dream of,” said

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