Artificial Intelligence, Machine Learning and Personalised Experiences

Yes, Artificial Intelligence (AI) is remarkable. It is developing at an exponential rate. It is likely that this decade it will be a huge talking point, however, not many people understand it.  The term “AI” or “Artificial Intelligence” itself can be somewhat deceptive; serving, as it does, as a catch-all phrase for anything including artificial intelligence and/or algorithms. AI is currently everywhere, and it’s making a big difference in our lives every day. Your smartphone, your automobile, and your bank all use an expert system every day. In some cases, it is obvious what it’s doing. Like when you ask Siri to get directions to the nearest petrol station for you.

According to Accenture, they have anticipated that through the innovation of AI, it will double the annual economic development rates of 12 of the largest developed nations by 2035. In our view, AI is set to play an important role in not just innovative disciplines but also the consumer journey and experience.

Data has a better idea
AI & ML offer ideas and experiences that humans do not necessarily think of. These technologies ‘connect the dots’ like nothing we have seen before. Photo by Franki Chamaki on Unsplash

Software With A Smart Brain

Soon launching, Adobe Sensei is one of the numerous programmes to currently be under development. It uses a system of fairly advanced device learning tools to expect your next move. This is compromised by harnessing trillions of material and data possessions to recreate elements in images where they did not exist by studying close-by pixels. The AI/ML determines things in your images and adds searchable words to your photo tags. And it acknowledges faces, putting landmarks on eyebrows and lips so you can change expressions with one click. Jobs that would have taken tens of minutes are done in seconds. This AI structure can offer a range of new actions and styles in intelligence that generate a new level of customised experiences.

For that reason, it is essential that in the future, we as web designers and developers utilise these details to personalise the digital experiences for customers. Powered by AI, these customised online scenarios can allow e-commerce websites to advise products distinctively to fit consumers. It also makes it possible for people to browse for products using conversational language or simply images, as though they were connecting with an individual. We are already seeing this occur with Amazon’s Alexa. Although some are sceptical about AI and might see the way it will use data as intrusive, we believe we should embrace its innovation in making our lives easier.

Data Is Everything

Any algorithm is as excellent as the data it works on; AI- and Machine Learning (ML) algorithms learn from data and heuristics to forecast the right context. So the quality of the data matters especially when providing customised experiences. Moreover, it is important to notify consumers when gathering and using their information. This quality information will sustain your AI/ML algorithms to help deliver personalised shopping experiences. Yelp understands that every customer is special and is now utilising their preferences to create unique interactions. For example, a pet-owner, who is on a keto diet and enjoys hiking will have a different search experience than a vegetarians mom who is searching for activities for kids.

Data and code
Data is the core of AI & ML. It collects it and interprets it quicker than any human brain could. Photo by Markus Spiske on Unsplash.

Customisation Like Never Before

The algorithm attempts to ‘listen’ to user choices and ‘hearting’ (usage of the heart icon) or advising matched services in the ‘Picks for You’ section. This helps create well organised and individualised experiences. Feeding algorithms with user choices, interests, behaviour, purchase history, location, and other info will help produce a data-driven customer profile. This will enable AI/ML systems to comprehend customers better and tailor experiences to match their requirements.

AI-powered material is still in its infancy. Marketers can start by utilising AI to optimise their shopping cart flow in real-time. AI can listen to and comprehend visitor signals during the flow towards conversion. This can be used to decide whether a consumer is vulnerable to upsell choices, or if a more simple route to the final conversion has a greater probability of success. When it comes to developing consumer relationships, absolutely nothing comes close to personalisation. Eight in 10 consumers are more likely to acquire from brand names that provide a personalised experience. It is not surprising that businesses are harnessing AI & ML to generate a new level of personalisation.


  • AI
  • Artificial Intelligence
  • Customised Expereince
  • Data
  • Machine Learning
  • ML

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