European brands are turning to AI as they battle to make sense of their data and deliver more relevant, personalised customer experiences, while staying on the right side of GDPR.
However, according to the latest report from Adobe (Context is Everything) businesses are currently struggling to make sense of their data and that is holding them back from being able to create personalised advertising, marketing and customer experiences. Although 89% of businesses see personalisation as important for success, only 31% are currently delivering it at a level they deem necessary.
- One clear reason for this issue is that brands are drowning in data. The research found 56% of respondents are unable to process data quickly enough, while 51% are struggling to collate, structure and integrate data effectively.
- GDPR adds another layer of complexity to brands’ personalisation strategies. Nearly half (49%) of respondents said the EU’s new data protection regulation had further slowed them down.
The research shows that brands are turning to AI to address their data management and personalisation issues.
- 87% of businesses are already either planning (28%), testing (35%) or rolling out (24%) AI
- 88% of businesses expect to be using AI for increased personalisation by 2020
Customer expectation has never been higher. They want brands to deliver experiences that are as personal as they are creative. The investment we’re seeing in AI, alongside a GDPR-focused data foundation and governance footprint, shows companies appreciate this sense of urgency and are pushing to differentiate themselves from the competition.