With breakthroughs in AI technology and machine learning models, 2024 was a landmark year for personalization — and this year is shaping up to be another one. Advanced AI-driven experiences have become widespread, making customers more sophisticated in their use of AI as well.
This continues to feed greater expectations from brands with every interaction, presenting a major opportunity for them to deliver personalization that can adapt and meet customer needs both in the moment and in new ways. As such, e-commerce brands are making personalization a top priority, with many investing in the right processes to efficiently bring contextually relevant digital interactions to life.
However, a stronger focus on allocating the right business, technical and creatives resources is required to scale personalization execution and impact across teams and channels. With a $2 trillion opportunity up for grabs over the next five years according to BCG research, the stakes are high. Those that can prove the value of personalization and foster greater buy-in for growth stand to seize a piece of the pie.
To better understand the current challenges and opportunities of personalization, Dynamic Yield by Mastercard conducted its annual maturity survey for e-commerce in the Americas (AMER), Asia-Pacific (APAC), and Europe and Middle East (EMEA) regions. This marks the sixth consecutive year publishing our research, which includes 92 responses from C-suite executives and individuals in marketing, merchandising, user experience (UX)/customer experience (CX), product management, analytics and development.