• November 21, 2022 •
- 01 Key findings
- 02 The foundations of personalization: Marketers use third-party vendors to activate largely first-party data
- 03 Data-driven personalization is tops for generating and targeting ads and recommending products
- 04 Marketers lean toward hyper-personalization, despite privacy concerns
- 05 Since they don’t always own the real estate, marketers dabble less in contextual personalization
- 06 Customer purchase data and browsing history surge in use to fuel personalization efforts
- 07 Marketers embrace consumer quizzes, opt-out options to stay within AI privacy boundaries
- 08 Covid-19 pushed chatbots to the front lines of customer support
- 09 More focus on owned commerce capabilities means most chatbots are hosted on marketers’ sites
- 10 Social listening and sentiment analysis help marketers understand consumer POV – and adapt to it
- 11 AI tech must evolve into smarter iterations to increase future marketer use
This research is based on unique data collected from our proprietary audience of publisher, agency, brand and tech insiders. It’s available to Digiday+ members. More from the series →
This is the fourth part of a research series on the most popular emerging technologies. The series follows up on a report Digiday produced five years ago to discover how technologies previously reported on have evolved and to explore new technologies that have since emerged, including blockchain and robotics. In this segment, we look at how marketers are using the artificial intelligence tools of natural language processing and data-driven personalization.
Read Digiday’s 2023 report The State of AI: The paradigm shifts toward data for marketers.
