{"id":3739,"date":"2026-03-20T11:20:21","date_gmt":"2026-03-20T15:20:21","guid":{"rendered":"https:\/\/imagino.com\/us\/?post_type=resources&#038;p=3739"},"modified":"2026-03-20T11:23:08","modified_gmt":"2026-03-20T15:23:08","slug":"how-can-ai-really-improve-the-personalization-of-customer-interactions","status":"publish","type":"resources","link":"https:\/\/imagino.com\/us\/resource\/how-can-ai-really-improve-the-personalization-of-customer-interactions\/","title":{"rendered":"How can AI (really) improve the personalization of customer interactions?"},"content":{"rendered":"<\/div><\/div><\/div>\n<section id=\"banner-short-6a239f035e36f\" class=\"hero-legal-section u-gradient--green-blue--dark u-mb-20\">\n    <!--         todo class   -->    <div class=\"hero-legal-container__img\">\n        <!--            todo video line content-->\n        <div class=\"video-line video-blue-purple-thick\">\n            <video muted=\"\" playsinline=\"\" preload=\"metadata\" data-loading=\"lazy\">\n                <source type=\"video\/mp4; codecs=hvc1\"\n                    src=\"https:\/\/imagino.com\/us\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-3.mp4\">\n                <source type=\"video\/webm\"\n                    src=\"https:\/\/imagino.com\/us\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-3.webm\">\n            <\/video>\n        <\/div>\n    <\/div>\n    <div class=\"container\">\n        <div class=\"hero-legal-container\">\n                            <div class=\"hero-container__breadcrumbs\">\n                    <p id=\"breadcrumbs\" ><span><span><a href=\"https:\/\/imagino.com\/us\/\">imagino<\/a><\/span><\/span><\/p>                <\/div>\n                            <div class=\"hero-legal-container__text\">\n                <div class=\"tl\">\n                    <h1>How can AI (really) improve the personalization of customer interactions?<\/h1>\n                <\/div>\n\n                <!-- to do $content[\"subtitle\"]                     -->\n                                    <div class=\"description\">\n                        Interview with Adrien Paul, Group Product Manager                    <\/div>\n                \n                            <\/div>\n\n        <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6a239f036147a\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <p><span data-contrast=\"auto\">Imagine the scene: you open an email that begins with a warm &#8220;Hello Adrien&#8221;. The hook is nice, the intention is there. Except that the content offers you an exclusive selection of summer dresses&#8230; while you&#8217;ve just spent 20 minutes browsing the men&#8217;s suit department. Frustrating, isn&#8217;t it? The gap between the promise of a &#8220;tailor-made&#8221; relationship and the reality of the messages received remains yawning.<\/span><\/p>\n<p><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><br \/>\n<b><span data-contrast=\"auto\">&#8220;<\/span><\/b><b><i><span data-contrast=\"auto\">This is the current paradox of marketing: there has never been so much talk about personalization, and yet, actions still too often miss the point<\/span><\/i><\/b><b><span data-contrast=\"auto\">&#8220;<\/span><\/b><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p>&nbsp;<br \/>\n<span data-contrast=\"auto\">In\u00a0this\u00a0context, can AI\u00a0really\u00a0be\u00a0a\u00a0game-changer, or\u00a0is\u00a0it\u00a0just\u00a0a\u00a0magic\u00a0buzzword?\u00a0<\/span><b><span data-contrast=\"auto\">Adrien Paul, Group Product Manager at\u00a0imagino,<\/span><\/b><span data-contrast=\"auto\">\u00a0explains\u00a0how to move\u00a0from\u00a0buzzword\u00a0to\u00a0operational\u00a0performance.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<h2><span data-contrast=\"none\">Why\u00a0is\u00a0it\u00a0stuck\u00a0today? The puzzle of\u00a0scattered\u00a0data<\/span><span data-ccp-props=\"{&quot;134245418&quot;:false,&quot;134245529&quot;:false,&quot;335559738&quot;:360,&quot;335559739&quot;:80}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Let&#8217;s be honest, the daily life of marketers often feels like an obstacle course. You want to personalize on a large scale, but you always come up against an insurmountable wall:<\/span><a href=\"https:\/\/imagino.com\/resource\/orchestration-customer-journey\/\"><span data-contrast=\"none\"> data fragmentation.<\/span><\/a><\/p>\n<p><b><span data-contrast=\"auto\">Your\u00a0customer\u00a0information\u00a0is\u00a0not\u00a0stored\u00a0in one place.<\/span><\/b><span data-contrast=\"auto\"> They are scattered like a puzzle in the four corners of the company: a part in the CRM, the purchase history in the e-commerce site, the receipts in the Point of Sale (POS) system, not to mention the logs of the mobile application or the feed tools. <\/span><b><span data-contrast=\"auto\">The\u00a0result?\u00a0These\u00a0silos do not talk to\u00a0each\u00a0other.\u00a0<\/span><\/b><span data-contrast=\"auto\">It\u00a0is\u00a0impossible to\u00a0build\u00a0<\/span><a href=\"https:\/\/imagino.com\/resource\/scr-360-view-the-winning-combo-for-marketing-that-hits-the-nail-on-the-head\/\"><span data-contrast=\"none\">this famous &#8220;unified view&#8221; of the customer<\/span><\/a><span data-contrast=\"auto\">\u00a0which\u00a0remains, for\u00a0many, an inaccessible myth.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">The consequence is immediate and visible to the consumer: your personalization remains too static, even superficial.<\/span><\/b><span data-contrast=\"auto\"> We just insert a first name (the famous &#8220;Hello First Name&#8221;), but the heart of the message is totally disconnected from the reality of the moment. Operationally, it&#8217;s hell.<\/span><\/p>\n<p>&nbsp;<br \/>\n<b><span data-contrast=\"auto\">&#8220;<\/span><\/b><b><i><span data-contrast=\"auto\">Creating segments manually is a mammoth task. You often have to ask your IT teams for complex extractions, wait for them to be processed&#8230; And by the time the data arrives at you, it is already out of date<\/span><\/i><\/b><span data-contrast=\"auto\">.&#8221;<\/span><\/p>\n<p>&nbsp;<br \/>\n<span data-contrast=\"auto\">When\u00a0the\u00a0campaign\u00a0finally\u00a0leaves, the\u00a0customer\u00a0has\u00a0already\u00a0moved\u00a0on, and the\u00a0opportunity\u00a0is\u00a0lost.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6a239f0362012\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <h2><span data-contrast=\"none\">With\u00a0AI,\u00a0goodbye\u00a0to\u00a0frozen\u00a0segments!<\/span><span data-ccp-props=\"{&quot;134245418&quot;:false,&quot;134245529&quot;:false,&quot;335559738&quot;:360,&quot;335559739&quot;:80}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">This is precisely where AI changes the rules of the game. It allows us to move away from the logic of &#8220;old-fashioned&#8221; personalization, which was based almost exclusively on <\/span><a href=\"https:\/\/imagino.com\/resource\/customer-segmentation-marketing-from-raw-data-to-activation-the-secrets-of-an-effective-customer-journey\/\"><span data-contrast=\"none\">rigid and predefined segments<\/span><\/a><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">(such as &#8220;Men, 25-34 years old, culturally-aware, loyal customers&#8221;). The major risk with these segments? Drowning the individual and his specificities in the mass of the group.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">AI, on the\u00a0other\u00a0hand, no longer\u00a0thinks\u00a0in groups, but in\u00a0terms\u00a0of\u00a0signals.\u00a0<\/span><\/b><span data-contrast=\"auto\">It is able to capture the moment and the immediate context: a specific navigation on the site just 5 seconds ago, a product consulted several times, authentication on the mobile application, or even a physical presence detected near a point of sale.<\/span><br \/>\n<b><i><span data-contrast=\"auto\">&#8220;Where a human can only manage a handful of rules, AI can process, sort and interpret thousands of micro-signals in real time and on an industrial scale&#8221;.<\/span><\/i><\/b><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p>&nbsp;<br \/>\n<span data-contrast=\"auto\">The goal is no longer to force you into a preconceived box, but to automatically trigger the customer journey that exactly matches your behaviour at the time.\u00a0<\/span><b><span data-contrast=\"auto\">It&#8217;s the shift from mass marketing to individual relevance.<\/span><\/b><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span data-contrast=\"none\">The pragmatism\u00a0of the &#8220;Data First&#8221;\u00a0approach<\/span><span data-ccp-props=\"{&quot;134245418&quot;:false,&quot;134245529&quot;:false,&quot;335559738&quot;:360,&quot;335559739&quot;:80}\">\u00a0<\/span><\/h2>\n<p><b><span data-contrast=\"auto\">However, beware of technological mirages: don&#8217;t think that it is enough to &#8220;plug&#8221; a sophisticated generative AI into your raw data for the magic to happen instantly.<\/span><\/b><span data-contrast=\"auto\">\u00a0AI\u00a0is\u00a0not a\u00a0magic\u00a0wand\u00a0that\u00a0replaces\u00a0your\u00a0marketing\u00a0strategy. <\/span><\/p>\n<p><span data-contrast=\"auto\">At\u00a0imagino,\u00a0our\u00a0philosophy\u00a0is\u00a0pragmatic\u00a0and\u00a0integrated.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Pragmatic\u00a0<\/span><\/b><span data-contrast=\"auto\">: Chief Marketing Officers (CMOs) hear a lot of vague promises. But in the field, teams want concrete action: how to increase the click-through rate? How do you create more relevant segments faster? AI must answer these questions with measurable results, not abstract concepts.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:0}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Integrated\u00a0<\/span><\/b><span data-contrast=\"auto\">: AI should not become yet another complex tool that adds to your already overloaded technical stack. It must act as a co-pilot, directly embedded in your usual work interface.<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<br \/>\n<b><i><span data-contrast=\"auto\">&#8220;The idea is not to force you to change tools to go &#8220;do AI&#8221;, but to have a smart button right next to your tool, ready to suggest the best content variation or the best time to send<\/span><\/i><\/b><b><span data-contrast=\"auto\">&#8220;.\u00a0<\/span><\/b><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6a239f0362b02\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <h2><span data-contrast=\"none\">The secret? Teaching AI to speak &#8220;your language&#8221;<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/h2>\n<p><b><span data-contrast=\"auto\">For an AI to be truly successful, it must understand what it is talking about.<\/span><\/b> It can&#8217;t guess your business issues<span data-contrast=\"auto\">\u00a0if\u00a0it\u00a0only\u00a0sees\u00a0lines\u00a0of code.\u00a0<\/span><b><span data-contrast=\"auto\">This is the challenge of the tailor-made semantic model. <\/span><\/b><span data-contrast=\"auto\">If you feed the AI with raw technical tables (from Snowflake or Salesforce for example) filled with obscure column names like &#8220;TBL_TRANS_V2&#8221;, it won&#8217;t work miracles. But if you give it the keys to your business vocabulary \u2014 by teaching it via a semantic layer that one table corresponds to &#8220;Loyalty&#8221; and another to &#8220;Web Transactions&#8221; \u2014 everything changes!<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">By putting this business vocabulary on top of technical data, you give context to AI. It no longer just calculates probabilities, it understands your business. It can then tell you: <\/span><i><span data-contrast=\"auto\">&#8220;Hey, given the recent drop in activity identified in the Loyalty table for this profile, we should try a retention action or a specific coupon.&#8221;<\/span><\/i><\/p>\n<p>&nbsp;<br \/>\n<b><i><span data-contrast=\"auto\">&#8220;AI can become a real strategic partner that speaks your language and proposes logical actions for your sector&#8221;.<\/span><\/i><\/b><\/p>\n<p>&nbsp;<\/p>\n<h2><span data-contrast=\"none\">Beyond personalization: relevance<\/span><span data-ccp-props=\"{&quot;134245418&quot;:false,&quot;134245529&quot;:false,&quot;335559738&quot;:360,&quot;335559739&quot;:80}\">\u00a0<\/span><\/h2>\n<p><b><span data-contrast=\"auto\">Using AI on data that is not clean, badly typed or poorly contextualised is a guarantee of failure! <\/span><\/b><span data-contrast=\"auto\">This\u00a0is\u00a0the\u00a0famous\u00a0principle:\u00a0<\/span><i><span data-contrast=\"auto\">Garbage In, Garbage Out<\/span><\/i><span data-contrast=\"auto\">. <\/span><\/p>\n<p><span data-contrast=\"auto\">In\u00a0other\u00a0words:\u00a0bad\u00a0data,\u00a0bad\u00a0results.\u00a0<\/span><b><span data-contrast=\"auto\">The crux of the matter is the freshness of the data. Let&#8217;s <\/span><\/b><span data-contrast=\"auto\">take a concrete example: sales or Black Friday. These are moments of hyper-responsiveness where the audience is captive but volatile. If a customer is hesitant about an item, their decision is often made within the hour. <\/span><\/p>\n<p><b><span data-contrast=\"auto\">If your data architecture is too slow and your AI uses information from the day before to generate a follow-up, it&#8217;s too late: the product will already be out of stock or the customer will have bought it from a competitor. <\/span><\/b><span data-contrast=\"auto\">Your\u00a0message\u00a0then\u00a0becomes\u00a0a\u00a0useless\u00a0noise.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">This\u00a0is\u00a0where\u00a0the\u00a0technical\u00a0approach\u00a0is\u00a0decisive.\u00a0<\/span><b><span data-contrast=\"auto\">The solution? The &#8220;Zero Copy&#8221; approach. <\/span><\/b><span data-contrast=\"auto\">Instead of wasting time duplicating data from your warehouses to the marketing tool (creating latencies and security risks), activate it directly where it is stored (Snowflake, BigQuery, etc.). <\/span><b><\/b><\/p>\n<p><b><span data-contrast=\"auto\">This\u00a0is\u00a0the\u00a0only\u00a0way\u00a0to\u00a0guarantee\u00a0real-time\u00a0responsiveness.<\/span><\/b><\/p>\n<p>&nbsp;<br \/>\n<b><span data-contrast=\"auto\">&#8220;<\/span><\/b><b><i><span data-contrast=\"auto\">You have to distinguish between personalization (putting a first name) and relevance. A message may not contain my name, but offer me exactly the right product at the right time: that&#8217;s the real value. It is better to have a relevant and anonymous message than a personalized message that is totally off the mark. True personalization is relevance!<\/span><\/i><\/b><b><span data-contrast=\"auto\">&#8220;<\/span><\/b><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\n<section id=\"resource-download-6a239f0364bcd\" class=\"explains-section section-padding\">\n    <div class=\"container\">\n        <div class=\"explains-container u-gradient--green-blue--dark gradient-horizontal\">\n            <div class=\"explains-container__image js-animate animate__fadeInUpSmall\">\n                <img decoding=\"async\" src=\"https:\/\/imagino.com\/us\/wp-content\/uploads\/sites\/8\/2026\/03\/Marketing-fatigue_-Why-a-customer-engagement-solution-is-your-best-medicine-300x169.png\" alt=\"The keys to a successful customer engagement solution\" \/>\n            <\/div>\n            <div class=\"explains-container__text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\n                <div class=\"label\">\n                                            <div class=\"pin\"><span class=\"text-colour-green\">Blog Article<\/span>\n                        <\/div>\n                                                                <div class=\"inf\">English<\/div>\n                                    <\/div>\n                                    <h2 class=\"tl\">Marketing Fatigue: Why a Customer Engagement Solution is your Best Medicine<\/h2>\n                                                    <div class=\"description\"><p>Move from multichannel to true omnichannel with a customer engagement tool that finally reconciles your data.<\/p>\n<\/div>\n                            <\/div>\n                            <div class=\"explains-container__control js-animate animate__fadeIn\" data-wow-offset=\"0\">\n                            <a href=\"https:\/\/imagino.com\/us\/resource\/marketing-fatigue-why-a-customer-engagement-solution-is-your-best-medicine\/\" target=\"\" class=\"btn--small btn btn--gradient-purple\">Find out more<\/a>\n                    <\/div>\n                    <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">","protected":false},"excerpt":{"rendered":"<p>How is AI transforming customer engagement? Understand the challenges of unified data, real-time and operational performance.<\/p>\n","protected":false},"featured_media":3912,"template":"","meta":{"_acf_changed":true},"resources_category":[92,88],"resources_sector":[],"class_list":["post-3739","resources","type-resources","status-publish","has-post-thumbnail","hentry","resources_category-blog-content","resources_category-content"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>AI is reinventing the personalization of customer interactions<\/title>\n<meta name=\"description\" content=\"How is AI transforming customer engagement? 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