Competitive Edge With ‘Human Touch:’ How AI Will Revolutionize Personalization

Within three years, almost six of every 10 B2B and B2C decision-makers will be utilizing AI daily, with more than 9 in 10 expecting to use it weekly for marketing, customer service, and beyond.

That’s the forecast from Twilio Segment in its State of Personalization 2024 report, “moving toward an era where AI tools will feel as indispensable as email, helping teams harness data-driven insights to deliver customer experiences that stand out.”

“From marketing to customer service, AI will become the silent partner embedded in teams’ workflows, streamlining decision-making and personalizing customer interactions,” the report says. “This rapid adoption speaks to AI’s growing accessibility and the pressure businesses face to keep up with evolving consumer expectations.”

89% of those surveyed believe the ethical use of AI will give them a competitive business advantage, with more than half (54%) already addressing data privacy concerns in AI by implementing privacy controls within their data platforms.

“With a careful balance of innovation, transparency, data privacy, and ethical best practices, organizations can maintain consumer trust as they leverage AI to deliver better customer experiences,” Twilio’s press release says.

(Source: Twilio Segment)

The customer experience continues to be a priority, particularly for the 89% who believe personalization to be critical to success over the next three years. Almost three-quarters (73%) said AI adoption will fundamentally change personalization and marketing strategies, with 58% pointing to chatbots as the AI-driven personalization likely to make the greatest impact over the next five years.

“Our survey respondents envision a world where chatbots do more than just respond — they engage, understand, and anticipate the needs of users with a finesse that mimics a human touch,” the report says. “The expected rise of chatbots signifies a shift towards more intelligent platforms that can manage complex customer relationships at scale, suggesting that the next big leap in personalization will be through conversational AI that knows just what to say, and just as importantly, when to say it.”

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