Leveraging Generative AI to Build Personalized Customer Journey Mapping
Marketing teams are leveraging generative AI (GenAI) to better understand their customers, create personalized content and improve workflows. Integrated alongside traditional marketing automation platforms, these GenAI tools allow marketers to develop unique marketing strategies, synthesize customer journeys and optimize results. How can marketing teams who aren’t using GenAI leverage the tool, and what applications does synthetic marketing data have in the development of customer journey mapping?
One minute insights:
- Over half of marketers report their organization is currently using GenAI in their content creation and visual content creation process
- The vast majority of marketers report GenAI has improved their workflow efficiency since adoption
- The vast majority of marketers report GenAI has improved their workflow efficiency since adoption
- Marketers report their organizations are using synthetic data to complement existing customer data, and in some cases, fully drive strategy development
Marketing teams are embracing GenAI tools like ChatGPT to create content and enhance marketing personalization, and nearly all report improvements to workflow eiciency since adoption
55% of marketers say their organization’s adoption of GenAI can best be described as partially integrated across selected marketing functions. An additional 33% say their organization has fully integrated GenAI across all marketing functions.
When identifying the marketing workflows where their organizations are currently leveraging GenAI, over half of marketers selected content creation (65%), marketing material personalization (55%), visual content creation (53%) and campaign strategy development (51%).
81% of marketers report their organization is currently using GPT models (e.g., ChatGPT, Bard, etc.). The second most commonly selected GenAI tool is AI chatbots, reported by 58% of marketers.
Just 1% of marketing professionals report their team’s workflows have been complicated by the introduction of GenAI tools. 98% of marketers report significant or moderate improvement to workflow eiciency.
Question: Do you have any vendor recommendations or specific tools you'd like to share?
Using AI writing assistants like Jasper, Jarvis, and Sudowrite can help generate initial drafts of content like social media posts, ads, website copy etc. Still requires human review but can accelerate content creation.
Adobe's integrated AI capabilities are promising across content, segmentation etc. Chatgpt is good for content writing but I sometimes doubt the authenticity. Microsoft is good for large data modelling
Marketers are leaning on GenAI for personalization of content, and most say the technology is already fully or partially integrated with their existing marketing automation platforms
A quarter of marketers (25%) report their organization’s existing marketing automation platform is fully integrated with GenAI tools. Just 1% of marketers report their marketing automation platforms are not integrated with GenAI tools, and they don’t plan to.
Question: In your opinion, how do you think GenAI will impact customer personalization strategy on your marketing teams over the next 12 months?
Over the next 12 months, GenAI will profoundly reshape our customer personalization strategy. By harnessing AI's insights into Generation Z and Alpha preferences, we'll gain deeper customer insights and predict trends with precision. Real-time personalization, AI-generated content, and chatbots will elevate our customer interactions. Embracing ethical considerations, agile strategies, and continuous learning will be crucial. This evolution emphasizes human-AI collaboration, empowering us to craft hyper-personalized campaigns that resonate with these generations, fostering stronger connections and setting new industry standards.
Content can be personalized easily and rolled out to different targets. This allows us to improve the efficiency of our content creators significantly. For me as head of the marketing and retail sales department it is very easy to overview the performance of my teams because AI helps me to get structured data.
Over half of marketers report their organization is using synthetic data to compliment and explore new marketing strategies
Among marketers whose organization is using synthetic data to envision potential future customer journeys (n = 55), just under half (40%) report their organization currently uses synthetic data to complement their real customer data. An additional 31% say that synthetic data is a primary source for strategy development at their organization.
Question: How does your organization use synthetic marketing data to identify and test new marketing approaches?
We use synthetic data to evaluate the effectiveness of new marketing approaches while safeguarding customer information.
Synthetic marketing data helps [us] to create new segments. But these are tried in pilots and [we] check feedback on smaller scales. Once results are seen these are tried on other samples and feedback collated. Real data is also aligned and evaluated before reaching out to final outcomes for customer product strategy.
When asked what role GenAI will play in the future of customer journey mapping at their organizations, most respondents (39%) say GenAI is a valuable tool, but not the most important. A quarter (25%) say GenAI is central to their organization’s strategy, and 3% say they are skeptical of the long-term use case of GenAI.
Question: In your opinion, how do you think GenAI will impact customer personalization strategy on your marketing teams over the next 12 months?
GenAI has the potential to completely change our customer personalization strategy thanks to its capabilities.
Want more insights like this from leaders like yourself?
Click here to explore the revamped, retooled and reimagined Gartner Peer Community. You'll get access to synthesized insights and engaging discussions from a community of your peers.