Personalization has been the dream of businesses and customers alike for quite some time. Achieving the high level of hyper-personalization customers expect isn’t always easy, but it is worth it; hence, 69% of business leaders plan to increase their personalization investment.
One way to provide more personalized experiences that guarantee customer engagement and loyalty is by leveraging the power of machine learning and artificial intelligence. This is precisely what Sitecore has done by integrating AI capabilities to enhance content personalization.
In this blog, we’ll tell you about Sitecore AI and what personalization can be accomplished with a robust digital experience platform (DXP).
What is Sitecore AI?
Sitecore AI – Automated Personalization enhances the Sitecore Experience Platform (XP) and Sitecore Content Hub to enable personalization at scale. It is a SaaS-based feature hosted in Microsoft Azure cloud that leverages machine learning to gain insights from previous visits made to a website.
For marketers, the editor experience is streamlined while using Sitecore AI, and instead, the Sitecore machine learning engine and the Sitecore machine learning service handle any heavy-duty workloads.
How It Works
There are three primary elements to Sitecore AI:
- Auto-Personalization Premium: Identifies visitor trends, generates customer segments, and automatically adjusts page elements to provide personalized experiences to customers.
- Auto-Personalization Standard: Helps brands with smaller traffic numbers save time and also provides visitor engagement.
- Content AI: Image Similarity examines images to pinpoint similar assets, enabling efficient reuse and repurposing while saving time and money.
Other AI-Focused Sitecore Features
Along with the Sitecore AI – Automated Personalization feature, Sitecore has also added generative AI capabilities via an OpenAI chat integration. Some of the capabilities include:
- ChatGPT integration into Sitecore XM Cloud to create near-instant translations.
- ChatGPT integration within Content Hub to rephrase marketing copy and improve targeting.
- Using Dall-E to generate images for campaigns managed across Sitecore Content Cloud.
Why Businesses Need Sitecore AI
Segmenting customers requires businesses to analyze large volumes of data. That, plus the requirements for websites to be dynamic and adaptable, means that a few personalization rules aren’t enough. Sitecore AI is meant to improve productivity and enable businesses to scale faster.
Organizations not currently using these added features should consider them due to the benefits they provide.
Automation
Sitecore AI can automate repetitive or time-consuming tasks so that teams can focus on more strategic activities. Increasing productivity and limiting fatigue when performing tasks, such as making minor adjustments for users in different locations, can improve accuracy and efficiency.
Business Alignment
AI can help create business alignment and ensure that departments work together effectively to enhance the digital experience. Teams can quickly analyze vast amounts of data to know what’s working for customers and what isn’t. This enables them to make decisions faster and align new strategies with market trends and relevant information.
The Need for Speed
The current business environment is characterized by a need to provide customers with exactly what they’re looking for quickly and efficiently. Businesses must be able to pivot and adapt to changes in market conditions or take advantage of new opportunities if they want to stay ahead. Leveraging Sitecore AI enables companies to keep up with the rate of innovation and adapt accordingly.
Customer Insights
The key purpose of Sitecore AI is to analyze customer behavior, uncover patterns, and provide predictive insights that help businesses meet customer needs and preferences. The ability to quickly process data and draw relevant insights can help companies enhance the digital experience, improve customer satisfaction, and boost customer loyalty.
Demand for Personalization
Customers today don’t just want personalization but rather demand it. As such, leveraging Sitecore AI’s automated personalization features can help businesses meet those demands. It can analyze customer data to create tailored experiences across various touch points using access to previous behavior, historical transactions, and chosen preferences.
How Sitecore AI Powers Personalization
Sitecore AI is a tool that’s meant to enhance the personalization capabilities of a business so that they can meet the hyper-personalization demands placed on them by their customers. Here are some ways this is possible:
- Content Recommendations: AI can suggest relevant content to provide a more targeted experience. By analyzing historical behavior and customer preferences shared via first-party data, Sitecore AI can offer content recommendations that personalize the experience for each customer.
- Customized Content: Customers in the US will likely have different preferences, demographics, and cultural intricacies than those from Japan. In a case like this, multinational enterprises can leverage Sitecore AI to quickly create customized content that matches different user profiles for individual customers in each country and deliver a localized experience.
- Incorporating Analytics: AI tools can process large data sets to identify patterns and trends that improve decision making. Leveraging analytics-driven insights can enable teams to optimize their content strategies to ensure that personalization is prioritized at the right moments and for the most valuable customers.
For example, a customer who visits a website 2-3 times per month to make a purchase will have different expectations than one who visited only once a year ago. The ability to quickly analyze and process data helps businesses focus their efforts in the right direction.
- A/B Testing: Whereas humans may take longer to analyze different websites, Sitecore AI can automatically test different content variations and analyze user interactions to identify the most successful elements.
- Translation: Companies with customers in different countries and regions need to provide the same high-quality experience to their customers. Leveraging AI for translation offers another form of personalization that enables enterprises to reach a broader audience and enhance user engagement.
Leveraging AI and Personalization
Personalization is a vital differentiating factor for businesses capable of getting it right. However, given the complexity involved, it can be challenging for companies to accomplish. With a powerful tool like Sitecore AI, personalization can be fast tracked without forcing marketers and developers to do more manual work.
Content Bloom is a Sitecore partner capable of helping businesses across every stage of their Sitecore journey – from the evaluation stage to implementation and, of course, adding robust personalization features. Our knowledge and expertise allow us to customize the right solution for your unique business requirements. We can also include our digital marketing expertise to help refine and improve your digital strategy.
Learn more about how Sitecore can enhance personalization efforts by reading our ebook: Path to Personalization.
