How to Personalize Visual Stories Without Creeping Out Your Audience?How to Personalize Visual Stories Without Creeping Out Your Audience? https://www.visualstorytell.com/wp-content/uploads/2019/10/hyper-personalization_thumb.jpg 366 219 Shlomi Ron Shlomi Ron https://secure.gravatar.com/avatar/906bcce31d9695cb030087534b5f0f6e?s=96&d=mm&r=g
- Shlomi Ron
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With the tremendous growth in the AI market which is projected to reach US$ 202.57 Billions by 2026 (Fortune Business Insights), and contribute up to $15.7 trillion to the global economy by 2030 (PWC) – it’s time to stop and think about some of the implications for visual storytellers.
There is a very interesting paradox at work here.
On one hand, 40 percent of marketing and sales prioritize AI and machine learning higher than any other department in enterprises today (Source: Forbes). And interestingly, according to Epsilon study, 90 percent of consumers find AI-powered personalization appealing.
But as it’s true for anything, it all depends on not overdoing it. Apparently, there is a fine line where consumers perceive hyper-personalization as creepy.
That’s why in this episode of the Visual Storytelling Today podcast I speak with Vince Jeffs, an AI expert I came across a few of his insightful articles, including The Hyper-Personalization Paradox, that I felt the need to dig deeper and interview him in person.
Watch the full video recording of this interview:
On the road?
You can also listen to the audio podcast of this episode.
Subscribe to the Visual Storytelling Today podcast on iTunes or Google Play
A bit about Vince, he is Senior Director, Product Strategy, Marketing AI & Decisioning, at Pegasystems, where he’s responsible for Product Strategy, positioning, messaging, and thought leadership for Pega’s Decision Hub – “Always-On Customer Engagement Brain”, which uses artificial intelligence & machine learning to optimize customer engagement. Vince has over 25 years of experience in Marketing Technology (Martech) and CX / CRM systems, working for IBM, Unica and Saas to name a few.
I especially like the two mind-boggling examples of hyper-personalization Vince shares: the first brand got it wrong and annoyed its audience, while the second brand even though got it right, crossed into the creepiness zone and created an uproar. Watch the full stories.
What you will learn:
- What are the definitions of hyper-personalization and creepiness marketers should watch for?
- How does hyper-personalization affect visual stories (e.g., videos, images, infographics, etc)?
- What are the key examples of hyper-personalization that are in the creepiness zone?
- What are simple tips visual storytellers could take to avoid hyper-personalization and annoying audiences?
- And much more.
Shlomi Ron is the CEO of the Visual Storytelling Institute (VSI), the primary think tank for helping brands rise above the communication noise through visual storytelling consulting, training, production, and thought leadership. A digital marketing veteran with over 20 years of experience working both on the agency and brand sides for Fortune 100/500 brands such as Nokia, IBM, and American Express. Along his journey, he was nursing his side passion for visual media with interests in classic Italian cinema (cafePellicola.com) and video art (BukySchwartz.com). Thought leader and speaker at key marketing conferences. He is also the host of the Visual Storytelling Today podcast. Shlomi's new book: Total Acuity: Tales with Marketing Morals To Help You Create Richer, Visual Brand Stories. His favorite quote: "A story is nothing but a mirror. The magic happens the moment your brand story mirrors your customer’s personal story." Outside work, he is a nascent bread baker, The Moth fan, and longtime fedora wearer likely to jive with his classic Italian cinema interest.All stories by: Shlomi Ron
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