We’ve been tracking the rise of GenAI with the same anticipation people felt before the next big movie asking the question: Will this change everything? Will our strategy have to change?
Spoiler alert: it already has.
But here’s the twist. While it is changing things up in marketing faster than you can say “lightspeed,” not everyone’s using it wisely. Automation is great, but personalisation? That’s where the real story begins.
And trust me, you don’t want to sound like a copy-pasting bot when you can show up with personality and purpose.
What GenAI Is Doing Right Now
It is no longer just a sidekick. It’s working behind the scenes, generating content, adapting product messaging and even choosing what your customers see first. (And if you’re wondering how to make sure your brand shines in these new AI-powered spaces, we’ve got you covered in our deep dive on Generative Engine Optimisation.)
Here’s where it’s showing up in a big way:
- Email campaigns that sound like they were written just for you (because they were)
- Product pages that shift based on user behaviour or search intent
- Ad copy that adapts on the fly, no manual A/B testing needed.
- Chatbots and recommendation engines that genuinely feel intuitive.
It’s not just marketing at scale. It’s personalisation at hyperspeed. But here’s the catch: without a strategy, it’s just noise.
For a deeper dive into leveraging AI for marketing automation and efficiency, check out our insights on AI Marketing Automation.
Strategy Over Stunts
It’s tempting to automate everything and call it “innovation.” But real personalisation, the kind that makes someone click, buy or stay loyal, still needs that human authenticity and connection.
That means:
- Making sure your tone of voice stays consistent (even when a machine writes the first draft)
- Vetting content to reflect real-world relevance, not just algorithms
- Using AI to scale smart ideas and not skip the thinking part
Or in simpler terms: Let AI take the controls while keeping your strategy in the pilot seat.
What This Looks Like In Practice (AKA, Cool Stuff We’ve Seen)
Here are some moves we’ve seen brands making with GenAI personalisation:
- Spotify uses AI-curated playlists that are eerily good that are built on listener data but filtered through emotional cues.
- Sephora’s virtual assistants don’t just suggest lipstick, they match skin tone, budget and even social trends.
- Amazon’s product headlines and suggestions are constantly optimised based on behaviour and real-time trends and what’s fascinating is it is all invisible to the user.
Small businesses can do this too. With the right tools and prompts, even lean teams can launch personalisation pilots across:
- Email drip campaigns
- Effective homepage content
- Targeted social ads
- Custom landing pages for niche audiences
Getting Started
You don’t need to rebuild your stack or hire a bunch of data scientists. Here’s a simple framework to guide your rollout:
1. Start with the ‘Why’
What’s the real purpose behind your AI use? (Efficiency? Engagement? Conversion?)
2. Map the Moments That Matter
Where can personalisation make the biggest impact? Onboarding, upsell, reactivation?
3. Pilot, Don’t Panic
Choose one channel to start with (email, ads or landing pages) and run a small A/B test using AI-generated variations.
4. Layer in Guardrails
Have human oversight. Set tone, language and accuracy checks.Especially if you’re working in regulated industries.
5. Measure What Matters
Is personalisation improving bounce rates, engagement or conversion? Track the metrics that tie back to your ‘why’ and take it from there.
Strategy, You Must Have
AI can be a powerful ally but i say that without purpose, it’s just noise. It should serve your strategy not replace it, because real marketing isn’t just about getting seen, it’s about being remembered. Personalisation, when done right, makes sure your brand feels like a friend, not just another bot.
So, we say go ahead, experiment. Automate the boring parts but be sure to lead with purpose.
Want to see how we apply strategy and impactful digital solutions in action? Check out our latest case study: Applied Heat Use Case.
