More than 80% of respondents in a BCG survey of 5,000 global consumers say they want and expect personalized experiences. But two-thirds have experienced personalization that is inappropriate, inaccurate, or invasive. That’s because most companies lack a clear guidepost for what great personalization should look like. Authors Mark Abraham and David C. Edelman remedy that in this article, which is adapted from Personalized: Customer Strategy in the Age of AI (Harvard Business Review Press, 2...| Harvard Business Review
Scaling artificial intelligence can create a massive competitive advantage. Learn how our AI-driven initiatives have helped clients extract value.| BCG Global
BCG’s personalization consulting team delivers long-term impact by leveraging agency-like capabilities, cutting-edge analytics, and proprietary tools.| BCG Global
Stay connected with BCG's latest and most relevant content by signing up for of our newsletters and e-alerts. Learn more.| BCG Global