""Internally, we strive for the 'perfect send,' when 100 percent of the people who get the message click or engage, and no one opts out," said Alex Campbell, the chief innovation officer and co-founder at Vibes, a mobile marketing platform. Campbell was discussing the potential for AI individualization (AI-I), Rich Communication Services, and mobile marketing in the retail sector when he described this 100% engagement, 0% opt-out scenario."
""We do a customer survey every year...and we always ask a question like, 'What would make you opt out?' Two years ago was the first time we heard, 'You are not sending me enough messages,'" said Campbell. The folks surveyed had signed up to receive mobile marketing. They wanted to receive relevant and timely product notifications and discount offers. AI-I can help."
First-party behavioral data combined with artificial intelligence enables personalized outbound ecommerce messaging tailored to individual preferences, behaviors, and purchase history. AI individualization aims to deliver the 'perfect send' when messaging meets a shopper's need in the moment and maximizes engagement while minimizing opt-outs. Annual customer surveys show subscribers want relevant, timely product notifications and discounts rather than fewer messages. Online stores can collect rich first-party signals without third-party cookies. Humans and static rules cannot process this volume and speed of data, but an AI layer can infer individual preferences and apply those insights during message deployment, creating one-to-one personalization beyond traditional segments.
Read at Practical Ecommerce
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