Customer-experience personalization is very important for most e-commerce, digital advertising and media companies.
This is because the ability to provide relevant content, product recommendations, advertisements and other digital experience elements directly impacts the B2C companies’ performance.
Although personalization capabilities are widely adopted across industries, customer communications and user interfaces include so many features that can be personalized and the orchestration of all these parts can be so sophisticated that most companies have a lot of room for improvement.
Advancements in machine learning enable the development of new types of personalization models and algorithms.
These trends are based on projects Grid Dynamics completed for a number of Fortune 1000 companies from 2017–2020.