The origins and pitfalls of "hyper-personalisation"
"The term hyper-personalisation is misleading. It automatically leads to the need to look for solutions with many messages, assets, and so on. In my experience, it is more important that personalisation is driven by creativity and closely linked to the so-called big idea," says Jakub Hodboď, Chief Strategy Officer Ogilvy.
Společně s dalšími marketingovými odborníky se shoduje na tom, že personalizace je v dnešním světě důležitá, není ale možné spoléhat na to, že člověka nahradí umělá inteligence. Ta se dá využívat jako nástroj nebo prostředek, který danou kampaň umožní realizovat lépe a efektivněji.
Článek je ve zkrácené podobě dostupný také online na MaM.cz.
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