When you actively use some sites like Amazon, you see that they know exactly what you wanted to look for when you logged in. What is this level of understanding of a website that can freak you out sometimes? To give you a technical term, it is hyper personalization with the help of AI.
Artificial intelligence is not something for you to underestimate. It is ultimately a technology created by the human brain and can work as a human brain. If you’ve been using a certain website for a lot of years, that website knows your exact buying behaviour, pattern, tastes, needs and preferences.
This is because in hyper personalization, the interpretation and implementation of consumer behaviour is extremely high. It is a cumulative process, studying each and every move you make and predicting your next move.
You’re reading this article right now and want to know more about artificial intelligence. After some time, tap on the search bar again. The first few searches you’ll see will be based on this article – hyper personalization, artificial intelligence, ai, personalization; that’s how your list is likely to go.
The level of hyper personalization by Google is insane. It knows everything you’re likely to search about. That’s why, for every letter you type, it will give you suggestions below related to your recent searches.
How is AI Based Hyper Personalization Different from Personalization?
Let’s understand this with the help of an example.
Suppose, you go to Udemy and search for an online course on computer programming. You go through several pages but don’t buy any. The next day, when you open it again, you’ll find a column “recommended for you” that has courses related to computer programming.
This is AI based personalization.
You have probably finished a basic course on Java from Udemy. The very next day, you start getting ads on an intermediate or advanced level course of Java. You even get emails that ask you to move a step ahead. All of this happens just the day after you have received your certificate of completion.
This is AI based hyper personalization.
Basically, the difference between personalization and hyper personalization lies in the level of personalization done by the marketer. Hyper personalization goes ahead of merely using name, id, purchase history and recent data about you. It scans your behaviour pattern and gets to know you in and out.
Don’t you feel like Google, Amazon, Facebook and other sites that you use actually know you?
The Scope of Hyper Personalization Using AI
When you need a haircut, do you go to different parlours every time or take an appointment from only one particular person? Usually, it’s the latter. The reason being that after a point the hair stylist knows you and what kind of a cut you’ll like.
Likewise, brands use hyper personalization on their website so that they can prove that they know you very well, understand what you want and hence can serve you better.
In-depth Analysis of User Behaviour
Artificial intelligence is nothing but a set of instructions that makes a software interpret your behaviour. Suppose, you’ve been watching series and films on Amazon Prime regularly. When another season of these series is about to start, you’ll get the trailers on your account and email right away. You’ll also be informed about its release the moment it happens.
The recommendations of any new series or films that you get will be based on the kind you watch. So, if you’re more into suspense and thrillers, you’ll be getting recommendations of any new suspense series that release. If you suddenly started watching a lot of comedy, the suggestions move in that area.
Prediction of Your Next Move
Based on your usage patterns, all search engines, social media networks and websites are able to predict your next move. This happens when you use a particular service for a very long period of time. Let’s suppose you’ve been using Kindle for a year and you take turns to read science, fiction and philosophy. You never read two same genres back to back.
The day you finish an e-book that was philosophy, you’ll get plenty of suggestions for your next read that’ll have science and fiction, not philosophy. That’s because it knows that you won’t read 2 philosophy books back to back.
Thus, after a certain point, websites that use AI for hyper personalization can predict what you want on the basis of your behaviour.
Providing Highly Relevant and Customized Content
It’s not just your past behaviour, but many other factors like your location, profile, age group, gender, etc. that helps AI determine what you want. The scope of AI is much more than understanding human behaviour and showing links. It can communicate with a human too.
For example, if you are a 22-year old visiting a job searching portal. Once you create your profile, the next thing you find on the home page is “Jobs for freshers” as well as “Internships”. On top of that, in your email you may start getting several tips on interviews. You’ll even find availabilities mostly in your city or nearby.
Providing Real-Time Customer Support
The chatbots that you find on the internet are all programmed through AI. The moment you open the website, you find the chatbot popping on the screen, with an automatic message like “can we help you?” or something.
When you choose to communicate with it, you’re given options on what kind of a question you have. As you click on the options, it starts processing what you need till you get an answer. Sometimes, you are connected to a real person too, but most of the time, when it’s a general case, you’re talking to the bots.
The Future of Marketing with Hyper Personalization
The entire purpose of using AI for personalization is marketing. In the end, you want to develop a strong relation with your client or user. A search engine is successful when it has maximum users. Likewise, a blog is successful when it has increasing number of readers. Brand websites make money directly from their users.
In all cases, you, as a user will be happy with the website when you get exactly what you want effortlessly. This is only possible with the help of hyper personalization using AI.
As a brand grows, it will have to take a step ahead towards hyper personalization in order to survive the highly competitive market on the internet. This is because users now have the habit of providing lesser and lesser input and effort into their search. However, along with that, expectations of receiving exact answers also increase.