A. Guttmann
Research Lead covering media
Marketing personalization worldwide - statistics & facts
In today’s competitive digital marketplace, personalization is more than a trend, it is a strategic imperative. Marketers around the globe are moving away from standard campaigns toward individualized experiences. This modified approach relies on real-time data and behavioral insights to craft tailored messages for each consumer, marking a clear departure from the broad, one-size-fits-all strategies of the past. According to a 2024 report, over three-quarters of business leaders cited personalization as invaluable to their business’ success. On top of this development, another three-quarter of business leaders from the same survey believed that artificial intelligence (AI) shows potential to change personalization and marketing strategies. As AI technology continues to evolve, how might its role in driving deeper, more dynamic customization alter the future of marketing?
While AI adoption is growing, its implementation varies across organizations. For example, survey results in 2025 show that about one-fifth of marketing professionals reported extensive use of AI in data-driven marketing efforts. However, nearly a quarter were still in the exploration phase, and 13 percent had no plans to use AI. This disparity in adoption rates suggests that while AI is gaining traction, there is still room for growth and education within the marketing industry.
Despite the recognized importance of this strategy, marketers continue to face significant hurdles in its execution. A lack of adequate technology, tools, and actionable data remain leading challenges, particularly among senior marketing professionals. However, the growing integration of AI shows a potential path forward. As AI continues to mature, it presents new opportunities to overcome these barriers and enable more effective, scalable approaches. The growing emphasis on tailored engagement reflects a broader adjustment in the marketing landscape. As both consumer expectations and technological potential evolve, marketers are being called to deliver more relevant, data-informed experiences at scale.
Marketers embrace AI to deliver personalized experiences
Findings from a global survey in 2025 showed that the personalization of content emerged in the leading areas and tactics for AI incorporation among marketing professionals. This shift towards AI-driven marketing strategies reflects a growing recognition of the technology's potential to revolutionize customer engagement and streamline operations. Yet the integration of AI in marketing extends beyond content, with automation playing a crucial role. In 2025, over half of senior business leaders reported using AI to automate tasks for employee efficiency to enhance personalization efforts. Additionally, another half of the respondents utilized AI for employee training and onboarding toward the same initiatives.While AI adoption is growing, its implementation varies across organizations. For example, survey results in 2025 show that about one-fifth of marketing professionals reported extensive use of AI in data-driven marketing efforts. However, nearly a quarter were still in the exploration phase, and 13 percent had no plans to use AI. This disparity in adoption rates suggests that while AI is gaining traction, there is still room for growth and education within the marketing industry.
Targeted engagement is becoming a marketing priority
Personalization in marketing strategies also continues to gain importance among senior marketers in the United States and Western Europe. A late 2024 survey revealed that nearly half of industry professionals considered prioritizing personalization of medium importance, while 40 percent viewed it as highly important. This emphasis on individualized marketing aligns with evolving consumer expectations, as over half of global consumers reported preferring to buy from companies tailoring their experiences to particular wants and needs, according to a late 2024 trend report.Despite the recognized importance of this strategy, marketers continue to face significant hurdles in its execution. A lack of adequate technology, tools, and actionable data remain leading challenges, particularly among senior marketing professionals. However, the growing integration of AI shows a potential path forward. As AI continues to mature, it presents new opportunities to overcome these barriers and enable more effective, scalable approaches. The growing emphasis on tailored engagement reflects a broader adjustment in the marketing landscape. As both consumer expectations and technological potential evolve, marketers are being called to deliver more relevant, data-informed experiences at scale.
