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How AI Content Personalization Works
Blog Feature

By: Mike Kaput

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May 26th, 2020

How AI Content Personalization Works

You’ve read about all sorts of AI marketing tools.

But how does one actually work? We wanted to know, so we interviewed our friends at PathFactory, the AI-powered intelligent content platform for B2B companies. They gave us a ton of great information on how AI content personalization works and how marketers can take advantage of it.

We wanted to turn that information into an easy-to-understand FAQ just for non-technical marketers, so you can demystify AI and see how it actually applies to your real-world work. 

The answers below are written in our own words, based on information from PathFactory’s machine learning experts.

What is AI content personalization?

AI content personalization is software that uses artificial intelligence to serve up the right content at the right time for individual site visitors, based on what they’ve consumed in the past.

So, think of it like Netflix:

You receive relevant recommendations on what to consume next. Those recommendations are based on your behavior. If they work well, these recommendations end up highly personalized, so you discover new content you love that you would have never found on your own.

In your marketing, you would use AI content personalization software to serve your site visitors blog posts, videos, ebooks, or other types of content that they might enjoy or need next, based on how they’ve interacted with your brand in the past. 

By doing that, you increase your brand’s utility to your audience, you move prospects through the funnel, and you keep people engaged. 

Why do you need AI content personalization?

We all know everyone consumes content online. And we know that companies that create great, helpful content can win disproportionate amounts of engagement, conversion and loyalty.

But, we often have no idea what people actually want when it comes to content. Most content strategies rely on limited data or even gut feeling to determine what people want to consume.

That’s a pretty common problem. After all, many of our traditional marketing technologies have a hard time giving us a complete picture of each visitor’s content consumption, then making all that data easy to use. Sure, we have more insights than we did a decade ago. But today, most marketing teams would be hard-pressed to say with confidence they know exactly what each visitor out of thousands or tens of thousands wants to read in the moment they land on your site for the second, third or fortieth time.

That’s where AI comes in. AI models excel at extracting insights from massive datasets, often in real time. Given the right data, the right AI model can predict what type of content a returning site visitor is most likely to engage with, based on that visitor’s historical content consumption.

That’s a powerful advantage for a brand that relies on content to attract, engage, and convert audiences. 

What’s more, the best AI systems actually get better as more data comes into the system. The more content people consume, the more data you end up with on what they want or need, which the AI system then learns from to become even smarter. 

How does an AI content personalization system work? 

An AI content personalization system essentially reads all the text and other metadata associated with the content to identify what it’s about, how long it is, and what format it’s in. It then classifies all of it by labeling it with different topics. Much of this is driven by AI. But, depending on the solution, a significant amount of human work may also be needed to coordinate labels and feed the machine system information.

The system’s AI classifies all this data, then learns on its own what to look for in the data. From there, using a number of sophisticated machine learning models and techniques, the system determines what content to recommend to each site visitor, including modeling how content topics relate to one another.

How much setup do these tools require?

It depends on the AI content personalization system. However, there is usually some upfront work for teams to get set up with these types of tools. All of your content needs to be added to the tool. Onboarding your team to use the tool once it’s making recommendations also takes time. Not to mention, getting these types of systems trained for your particular company and your internal compliance needs can vary wildly.

However, once set up, the best systems eliminate the need for as much manual personalization because they automate 1:1 personalization in real time. They also offer intuitive interfaces and functionality that make deploying new recommendations or reporting on performance the work of a few minutes or, at most, a few hours. 

PathFactory is one tool that can help you build AI content personalization for your brand. PathFactory uses AI on your B2B website to create a truly personalized experience—which is what buyers demand. Use it to understand your content, tag, and sort it. Then, leverage that organized treasure trove of information to hyper-personalize recommendations for each B2B buyer that visits your site. 

Interested in seeing it in action? 

Click below to see a demo of PathFactory.

See a Demo

About Mike Kaput

Mike Kaput is Chief Content Officer at Marketing AI Institute and a senior consultant at PR 20/20. He writes and speaks about how marketers can understand, adopt, and pilot artificial intelligence to increase revenue and reduce costs. Full bio.

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Disclosure: Marketing AI Institute writes about and recommends AI-powered marketing and sales technology. In all cases, content and recommendations are independent and objective. In some cases, Marketing AI Institute may have business relationships with companies mentioned, which may include financial compensation, affiliate compensation, or payment in kind for products or services. View a list of Institute partners here and MAICON sponsors here.