Personified AI

But as user behaviors shift, so too must marketing approaches. The future of marketing is not only 100% addressable, shoppable, and accountable, it is also 100% algorithmic. Algorithm availability (i.e., easy to see) will become as pivotal to brands looking to bring their stories to audiences as physical availability (i.e., easy to buy) and mental availability (i.e., easy to recall). Nearly 60% of Google searches now end without a click, and users increasingly engage with curated, AI-driven feeds rather than navigating through links. Dentsu calls this the “algorithm era,” where media planning, content delivery, and brand presence are all governed by dynamic, machine-led decision-making. The ABCs (algorithm-based creative content) approach favors fewer, better assets that are pre-optimized for algorithmic delivery. This coordination between media and creative is becoming essential in a landscape where AI decides what gets seen—and when. More important, ad agencies (and retailers) will need to leverage generative AI and consumer data to personalize ads at scale.

Apart from advertising, retail is further adapting to the personalization imperative. As highlighted in reports such as “Accelerating Retail Personalization at Scale” from Deloitte, Oracle Retail and MIT Tech Review – that shows how brands are using generative AI to deliver 1:1 experiences across physical and digital touchpoints. Or in BCG Personalization Index, from November 2024, detailing how top retailers can achieve an estimated $570 billion in incremental growth by harnessing first-party data to make optimal customer interactions, namely by offering GenAI virtual assistants that transform how consumers search from products. In Target’s Q1 FY 2025 earning call, Christina Henrington detailed a three times lift in conversion rates from personalized promotions versus mass offers, including higher sales. CB Insights provides examples of how Gen AI unlocks 1:1 experiences across touchpoints, in three different ways: Intelligence Search, Dynamic Content and Smart Recommendations.

CBInsights: Examples of how Gen AI unlocks 1:1 experiences across touchpoints

As noted by Deloitte and the Future Today Institute, the opportunity of personified AI is clear—but so is the responsibility. As AI becomes the main interface between brands and consumers, trust and transparency are emerging as critical pillars of personified design. Customers increasingly expect AI-driven interactions to be not only helpful and efficient, but also honest and aligned with brand values. According to Dentsu, 84% of European consumers want clear disclosure when they’re engaging with an AI system. Tone of voice, emotional cues, and familiarity must be used intentionally—not to deceive, but to enrich the user experience and create continuity between the brand and its digital expressions. Brands that succeed will be those that integrate ethical design, transparent communication, and brand-consistent expression at every AI-powered interaction.