In 2021, machine learning and AI-driven personalisation are no longer a mere ‘nice to have’, but are the bare minimum of what customers expect from brands. In fact, as Amazon Web Service’s Worldwide Head of Business Development for Applied Artificial Intelligence Zoe Hillenmeyer shared during a recent webinar on the topic, 63% of customers see personalisation as a standard level of service.
“This means when I show up, it had better be recommendation or personalisation, you had better be understanding me when I arrive,” she told the audience during the virtual event. “That’s a really interesting table stake that has become the norm very, very quickly.”
As Hillenmeyer explained, high customer expectations around personalisation have led some marketers to question whether they have enough knowledge around data and AI to truly meet their customer’s demands. Much of this uncertainty is driven by the belief that only those with a deep knowledge of data science can implement AI-driven personalisation.
“There tends to be a feeling that you must have a lot of depth in data science to be able to participate in crafting that experience,” said Hillenmeyer. “That’s the wrong way to think about what’s possible with machine learning capabilities and personalisation. Technology is becoming a bridge between data science and design.”
The best implementations of machine learning and AI-driven personalisation and recommendation, she said, are being…