#personalization

#personalization

While those questions matter, the secret sauce is understanding the context behind a person's interaction with your brand at a given moment. A frequent traveler might visit an airline's website one day to research a family vacation. The next time they see, they might be booking a flight for work. Their attitudinal profile hasn't changed, but what their context - and therefore what they want from you - has.

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Personalization is a tried-and-tested way to boost engagement while gathering valuable information about existing audiences - and is proving to be a key driver for the sports industry, says Rawnet's Harry Daniel. For brands looking to score with digital marketing, personalization is a winning long-term business strategy. Personalizing the user experience (UX) via websites and apps keeps fans engaged and enhances brand loyalty. It can help brands to grow, by extending their reach to new users and unleashing untouched opportunities for victory.

The advertising industry has always been in the business of making things, such as the OOH billboard, the 30-second spot, the snappy social post, the standard website: final, finite assets polished and pushed into the world. Agencies were paid, often by the hour, for producing final versions of these things and then moved on to the next project. Even with generative AI entering the picture, much of the conversation remains focused on making those same things faster or cheaper.

In the U.S. - where the market for agentic AI is projected to grow from $2.43 billion in 2025 to $65.25 billion by 2034 - agents are adding value across the marketing funnel, attracting, nurturing and converting leads by personalizing experiences, optimizing campaigns and writing content. Acting as mini-marketers, they are drawing up plans, making real-time decisions, executing and orchestrating campaigns across channels and using results to learn and improve, with little or no human intervention.

In 2025, we rebuilt the foundations of our AI program [and] over the coming months, we're going to start shipping our new models and products, and I expect us to steadily push the frontier over the course of the new year. Our world-class recommendation systems are already driving meaningful growth across our apps and ads business, but we think that the current systems are primitive compared to what will be possible soon. Today, our systems help people stay in touch with friends, understand the world, and find interesting and entertaining content.

Meta CEO Mark Zuckerberg's metaverse dreams seem to have been replaced by a new vision: an AI-generated social feed. In an earnings call on Wednesday, Zuckerberg reiterated his belief that AI will become the next big media format, making feeds "more immersive and interactive:" We started with text, and then moved to photos when we got phones with cameras, and then moved to video when mobile networks got fast enough. Soon, we'll see an explosion of new media formats that are more immersive and interactive, and only possible because of advances in AI.

Publishers' adoption of generative AI is reducing the friction between content and format, making it easier for the same story to appear as shorter summaries, audio, or video, often in real time. To some publishers, a text article may soon be more of a vehicle for original reporting, not a final product. That information could become no longer available strictly in a static piece of content, but transformed into different shapes and formats, based on a reader's signals and preferences.

Ignacio Barreiro and his girlfriend, Guadalupe, an architect, bought this 710-square-foot apartment in Buenos Aires six months ago, it was 70 years old and "outdated, neutral, and lacking warmth and life." But the creative couple had imagination, and saw the potential in the small space. "We wanted our first home to reflect who we are and who we aspire to be," Ignacio begins. "Through thoughtful design choices, color, and light, we transformed it into a warm, vibrant, and personal space that truly feels like home."

Ahmad Al-Dahle, who most recently led generative AI at Meta and the team behind its Llama open-source models, joins the company Wednesday and will oversee its engineering and data science teams.

At 4:45 pm on Wednesdays, I'm used to hearing my editors discuss the evening's stories. This week, I eavesdropped on a conversation about the similarities between a coffee pod and an oxidized avocado. I was visiting Nespresso's new flagship location in Manhattan's tourist-heavy Flatiron district, a well-lit, open-air space that feels almost like an Apple store. The Nestlé-owned coffee company opened the nearly 14,000 square-foot store in December, billing its now-largest retail space as "a destination for modern coffee culture" in a press release.

OpenAI said conversations in ChatGPT Health would be stored separately to other chats and would not be used to train its AI tools - as well as clarifying it was not intended to be used for "diagnosis or treatment". According to OpenAI, more than 230 million people ask its chatbot questions about their health and wellbeing every week. In a blog post, it said ChatGPT Health had "enhanced privacy to protect sensitive data".

Gen Z is aging into the life moments that define entire industries. As this generation moves through milestones like marriage, homeownership, and family planning, they're quickly becoming a core target market not just for weddings, but for a wide range of service-based businesses. What matters for these small businesses is how Gen Z's arrival, set against today's economic backdrop, is reshaping expectations for how they serve their customers.

With shrinking attention spans and increasing workplace demands, traditional, long, and static eLearning courses often fail to make an impact. Learners now seek training that fits naturally into their day, feels relevant to their role, and respects their time. This shift in learner expectations has prompted L&D professionals to rethink the design of learning experiences. One innovative approach gaining momentum is Netflix-style microlearning, an experience-driven strategy that emphasizes personalization, short learning moments, and learner choice.

Advanced search functionalities allow quick location of specific titles using keywords provider names or game mechanic characteristics while personalized recommendations based on gameplay history suggest alternatives likely to match individual preferences. The extensive multimedia collection includes a wide selection of classic and modern slot machines traditional table games and live dealer experiences broadcast in high definition providing immersive and authentic casino atmosphere.

Personalization tools allow users to configure the interface according to their preferences with customizable themes configurable shortcuts and adapted displays ensuring an optimal and intuitive user experience. Advanced search functionalities allow quick location of specific titles using keywords provider names or game mechanic characteristics while personalized recommendations based on gameplay history suggest alternatives likely to match individual preferences. The diversity of content

As organizations invest heavily in martech and personalization, marketing leaders face a familiar challenge - turning those investments into real business impact. Despite increasingly sophisticated tools, many teams struggle to realize martech's full potential, often because critical talent and expertise are missing. The solution lies not in the technology alone, but in the roles and skills that bring it to life. Three roles in particular - channel marketers, personalization specialists and data and analytics professionals - are emerging as the primary drivers of martech success.

For instance, when a user watches a romantic comedy on Netflix, the system identifies similar titles liked by others with comparable viewing habits. On Spotify, listening to a few indie tracks might prompt the algorithm to suggest playlists featuring similar artists. These systems continuously learn from user activity, refining their precision over time.

AI sits at the heart of AI content generation. Gone are the days when social teams spent hours brainstorming captions, creating graphics and rewriting drafts to match platform trends. Now, AI tools can generate full campaigns, write ad copies, create a content calendar, tailor posts for specific demographics and analyze what has performed well in the past. It helps creators move from blank page to polished copy in minutes.