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Personalisation

Personalisation aims to adapt content, products or services to meet the individual needs and preferences of a user in order to create more relevant customer experiences and increase customer loyalty and sales.
The key areas of personalisation include an individual approach to strengthen the customer relationship and tailored content based on user behaviour, preferences and the respective context. Product recommendations based on the customer's interests and previous purchases, dynamic pricing to adapt prices to the customer's willingness to pay and the localisation of content in the user's language and culture are also important.

Personalisation technologies and methods include:

  • Data-to-text automation for personalised product descriptions on a large scale.
  • AI and machine learning to analyse user data and create personalised content.
  • GPT and DeepL for integration into translation processes for multilingual content
  • A/B testing to measure and optimise personalisation strategies.
Personalisation offers an improved customer experience through relevant content, an increase in conversion rates through personalised offers, increased customer loyalty through an individual approach and more efficient marketing campaigns through personalised advertising. Finding a balance between customisation and privacy protection and ensuring transparency and control over data remains a challenge.