AI-enabled personalization is easier than you think

GUEST: Since the invention of mass media, the primary focus of marketing has arguably been to increase its level of personalization. Marketers constantly seek more targeted audiences and strive to deliver messages that speak more directly to them. So it’s no surprise that AI and machine learning — with their ability to predict consumer behavior and make personalized recommendations — have captured the attention of the marketing world. But the elephant in the room is that advanc