AI for Personalisation and Performance
Author: Sarah Foss Published: 27th February 2025
5-minute read
As we immerse ourselves in the year ahead, the Marketing landscape continues its transformative journey: new technologies, new capabilities, and new skill sets. Last year set the pace for change, disruption, and evolution. This year promises to realise even more value out of the technological advancements.
The adoption of AI technology to deliver personalised (or customised) experiences will continue to be a key lever for successful Marketing strategies. While personalisation isn’t a new concept, the tools that power it are constantly evolving. Marketers who are able to adopt AI automation and agents to deliver these experiences will position themselves for great success…
Understanding Personalisation
Not just a nice-to-have— AI-based personalisation is one of the most prominent use cases where AI application has already become a key competitive differentiator.
Personalisation drives deeper customer engagement, enhances brand loyalty, and ultimately increases conversions. According to Google, “80% of customers are more likely to purchase from a company that offers personalised experiences”.
To achieve sophisticated levels of personalisation at scale, advertisers require AI-powered tools that can process and analyse immense volumes of data to predict preferences and create bespoke experiences, instantly.
This type of AI-powered personalisation leverages machine learning technologies that continually learn and adapt based on user behaviour and engagement. Employing a feedback loop to refine recommendations and strategies, these systems optimise for long-term engagement and satisfaction.
How Does It Work?
AI agents are designed to operate with autonomy, intelligence, and rationality—independently optimising towards human-set goals. Trained on proprietary data, they continuously interact with their environment, learning and adapting to deliver highly specific outcomes.
When interconnected into an agentic system, these AI agents don’t just analyse vast amounts of data in real time; they evolve in sophistication, refining their decision-making to predict and respond to customer needs with precision. This allows brands to move beyond reactive strategies to proactively delivering personalised experiences at scale.
As these technologies advance, their role in Marketing will extend beyond automation—enabling marketers to create intelligent, data-driven connections that drive sustainable growth.
Let’s dive into an example →
Chatbots for Personalisation
One of the most impactful uses of AI-powered personalisation in Marketing is the rise of sophisticated chatbots. These AI agents act as intelligent intermediaries between businesses and customers by processing natural language input, analysing information and taking action.
Far from their early iterations, today’s AI-chatbots are powered by advanced natural language processing (NLP) models, enabling them to engage in meaningful, human-like conversations.
These chatbots are cost-efficient and scalable - they gather valuable customer insights, predict needs, and foster loyalty through tailored experiences and 24/7 support.
Seamlessly integrating across channels, they enhance brand presence and deliver efficient, data-driven interactions that drive satisfaction and long-term retention. Businesses implementing conversational AI have experienced a 25% boost in customer satisfaction scores, attributed to the bots delivering immediate, personalised support around the clock.
Source: Bryj
As AI continues to improve, chatbots will undoubtedly become indispensable for brands aiming to foster deeper connections with their audiences.
Automotive companies can use chatbots to provide relevant specification recommendations, or instantly respond to highly specific queries.
Fashion retailers can deploy chatbots to curate clothing suggestions tailored to users' previous style choices.
Learning platforms can leverage chatbots to simulate real-life conversations, providing instant feedback and guidance to improve user engagement, experience and retention.
But chatbots aren't just about engaging with customers...
They can be powerful tools for transforming your organisation from within. Dragonfly-Assist, PM Dragonfly’s GenAI-powered Chatbot revolutionises how teams access knowledge and insights, improving speed and consistency in outcomes.
By aggregating resources such as internal training guides, platform-specific best practices, and live performance reports, Dragonfly-Assist rapidly absorbs critical knowledge—becoming a real-time conversational knowledge hub for your team.
For example, your Marketing team could surface the latest campaign performance insights, gain recommended optimisation strategies based on past results, or instant answers to platform-specific questions and performance history - streamlining information and decision-making at every level.
Need to know the best-performing ad formats for a specific audience?
Want a quick summary of competitor benchmarks?
Looking for recommendations on budget allocation based on past ROAS?
Growing smarter with every interaction, the chatbot becomes more intuitive and responsive over time. Trained by both data and human feedback, it continuously improves—learning what works and adapting in real time to form a continuously evolving, powerful conversational and predictive analytics tool.
It delivers advanced, AI-powered insights into media, product, and web/app performance—providing deep conversational analytics that drive informed decision-making and optimised outcomes.
The Road Ahead
Our recommendations for successfully harnessing these technologies?
Your data strategy will be a core enabler of future technologies
Data is the foundation for enabling AI and personalisation technologies. Prioritise data quality, accessibility, and governance.
Take a pragmatic approach
Many AI-powered features are already embedded within today’s Marketing and business tools. Instead of overhauling entire systems, brands should first optimise the AI-driven solutions they already have, unlocking immediate value.
Leverage AI Agents
AI agents such as Chatbots will be a key enabler of effective and efficient personalised Marketing, customer interactions, and organisational workflows. Identify a high value use case to prioritise, and build from there.
If you are curious to find out more or want to discuss how to leverage AI for Next-gen Marketing, Get in touch ←.