Lead Architect, Sitecore MVP
Personalized Content Creation: The AI-driven Approach
In today's digital world, it's tough for brands to stand out. The secret? Personalized content that speaks to each user or segment. In this article, we explore how Artificial Intelligence (AI) can help create dynamic, personalized content easily.
Personalized content on a website makes the experience more engaging and relevant for visitors. It can lead to higher conversion rates as it aligns well with user preferences and needs. While the benefits of personalized content are clear, some challenges do arise when creating it manually.
- Scale: As the amount of content and number of users grow, it becomes increasingly difficult to manually tailor content to each individual or segment.
- Time-Consuming: It requires a significant amount of time and effort to create, manage, and update personalized content manually.
- Cost: The resources required for manual personalization can be costly, especially as a business scales up.
While AI is not a silver bullet, it can be used to alleviate these challenges by drastically reducing the time and cost overhead of generating personalized content.
AI at the Core of Personalized Content Creation
What does it mean for AI to be at the core of personalized content creation? In my opinion, this means that we can leverage AI to provide a “draft” of the personalized content. Then, a human can validate and/or modify the output to get the desired content in a much shorter amount of time. This allows us to leverage AI for its benefits but continue to have control over the final results.
Example of Personalized Content with AI
To get a sense of what AI can do, let's take a banner with some sample content and use AI to personalize it for us. For our example, we will assume we’re a digital marketer for a home builder website.
Let’s define the content for our current banner:
- Title: Unlock the Door to Your Dream Home Today!
- Call to action: Explore New Homes
Before we send this into an AI model, we need to first understand what type of personalization we want. In our case, let's personalize this content for a budget-minded user. To do so, let's feed the content and context into ChatGPT and see what it provides.
Not too bad! We can even follow up with additional requests to continue to optimize the personalized content.
While the example above is simple, it illustrates how AI can be a powerful tool for personalized content creation. In an upcoming article, I’ll talk about how you can feed the AI model personas to create batches of content targeted to multiple segments.
Benefits for Digital Marketers
Now that we’ve seen AI in action, this question remains: what are the benefits of generating personalized content with AI for the digital marketer?
- Automation: Frees up time by automating a bulk of the content creation process.
- Scalability: Enables personalization at scale which is hard to achieve manually.
- Cost Efficiency: Reduces operational costs associated with manual personalization efforts.
- Enhanced Testing: Facilitates A/B testing and other strategies to optimize personalization efforts.
AI really changes the game in making personalized content. It tackles the big challenges of doing this manually, saving both time and money. While it's not perfect and needs a human touch, AI helps create content that talks directly to each user. This is a big win for brands looking to stand out in the crowded online space. The future of personalized content looks bright with AI in the mix, making it a valuable tool for digital marketers.